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Mishcon de Reya advise on the new Morphe release at ASOS

Posted on 11 February 2021

Mishcon de Reya has advised Morphe, the successful beauty brand, on their release with online beauty and fashion site ASOS. From early February, Morphe and Morphe 2 will be available via the online platform.

Anne Rose, an Associate in the Commercial team and Co-Leader of the Blockchain Group, who worked on the deal commented: We have now worked on over 10 distribution agreements with FORMA brands (formerly Morphe Cosmetics). This partnership with ASOS includes the distribution of Morphe and Morphe 2, the newly launched Gen Z-focused sub-brand that champions glowy, glossy looks.  I am extremely proud to be part of Morphe's journey and relaunch last year as FORMA Brands - an incubator, accelerator, and curator of next-generation beauty brands. I look forward to continuing to help FORMA Brands with its international expansion and ever growing portfolio of multi-category brands.

Morphe, part of the FORMA Brands Group, is a beauty retailer that offers high quality makeup and more at an affordable price. Founded in 2008 among the artists and influencers of Los Angeles, Morphe earned its reputation for a bold approach to makeup that honours self-expression.

ASOS is an online retailer for fashion and makeup lovers. Through its market-leading app and mobile/desktop web experience, available in ten languages and in over 200 markets, ASOS customers can shop a curated edit of 85,000 products, sourced from 850 of the best global and local third-party brands and its mix of fashion-led in-house.

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