Morphe Lawsuit: In-depth Analysis of the Case and Implications

Morphe Lawsuit

The beauty industry is no stranger to controversies, like the Morphe lawsuit, and also with many companies facing scrutiny for various reasons. Morphe, a well-known makeup brand, has recently been thrust into the spotlight following a lawsuit that claims the brand engaged in misleading practices. This article aims to delve into the details of the case and its implications for consumers and the beauty industry as a whole.

What is Morphe known for?

In recent years, the beauty landscape has witnessed a phenomenal ascent of Morphe, a brand that seamlessly merges affordability with high-caliber quality. One of the cornerstones of its success is its commitment to producing makeup products that don’t burn a hole in the consumer’s pocket but still rival the performance of premium brands in terms of longevity, pigmentation, and blend-ability.

Central to Morphe’s public acclaim is its range of eyeshadow palettes. These palettes are a veritable cornucopia of hues, catering to both the minimalist who seeks everyday neutral tones and the artist craving vibrant, daring shades. Such diversity ensures that consumers of varying preferences and skin tones can find something tailored to their needs.

Partnerships and Collaborations

Morphe’s products don’t just stand on their own merits. The brand has astutely leveraged the power of social media by collaborating with high-profile influencers and seasoned makeup artists. Names that command millions of followers and enjoy vast reach have regularly sung praises of Morphe products, inevitably leading to a surge in their popularity.

These endorsements aren’t just mere promotions; they often result in limited edition products or special collections. Such collaborations marry the influencer’s personal brand and creativity with Morphe’s production prowess, resulting in products that fans of both the influencer and Morphe eagerly anticipate.

Furthermore, these partnerships have been more than just business transactions. They’ve played an instrumental role in sculpting Morphe’s image in  the public eye. With each collaboration, Morphe is seen as a brand that’s not just commercially driven but also deeply embedded in the beauty community, keen on fostering genuine relationships and understanding the pulse of its audience.

What is Morphe Lawsuit about?

The Morphe lawsuit has placed a magnifying glass on the brand’s advertising strategies and product integrity. At the heart of this legal battle is a deeply contentious issue: the purported mislabeling of their products as “vegan” despite containing ingredients that don’t align with vegan standards.

Veganism isn’t just a dietary preference; for many, it’s an ethical choice that extends beyond what they eat to what they wear and the products they use, including cosmetics. This makes the vegan label on products a significant deciding factor for a large segment of consumers. These individuals rely on clear and truthful labeling to make informed choices that align with their values.

The allegations against Morphe suggest a potential betrayal of this trust. By labeling certain products as vegan when they, in fact, contain non-vegan ingredients, the brand might not only be misleading its customers but also compromising their principles and beliefs. For those who choose vegan products out of concerns for animal welfare or environmental reasons, using a falsely labeled product could unintentionally make them complicit in practices they oppose.

Moreover, the Morphe lawsuit goes a step further by asserting that Morphe was not just negligently mistaken in its labeling but was fully cognizant of the non-vegan ingredients in their products. If this is proven true, it paints a picture of a company willing to compromise on ethical transparency for the sake of broader market appeal. In the competitive beauty industry, the vegan label can significantly enhance a product’s attractiveness, potentially driving higher sales and reaching a more diverse customer base.

However, this strategy can backfire drastically if the trust is broken. Consumers today are more informed and discerning than ever before. A company’s reputation and integrity can be severely tarnished if it is found to be intentionally deceptive. In Morphe’s case, the implications of these allegations are profound, affecting not only its financial bottom line but also its standing and credibility within the beauty community.

The Morphe lawsuit underscores a critical aspect of consumer-brand relationships in the modern age: the paramount importance of transparency, trust, and ethical business practices. It serves as a reminder that in the era of informed consumers, authenticity and honesty are desirable traits and absolute necessities for brands aiming for longevity and respect in the market.

Alleges against Morphe Makeup

The main allegations against Morphe revolve around deceptive advertising and misleading consumers. Morphe allegedly profited from a segment of consumers specifically looking for cruelty-free and vegan products by marketing certain products as vegan when they weren’t.

The charge of deceptive advertising is central to the storm of criticism facing Morphe. Such allegations aren’t mere hiccups for a brand of Morphe’s stature. They challenge the very foundation of trust that consumers place in them. In the information age, where consumers are increasingly aware and have many choices, false advertising can be a significant blow.

All forms of deceptive marketing are egregious. However, the stakes are even higher when it comes to issues like veganism and cruelty-free products. These aren’t just marketing buzzwords but deeply held convictions for many.

People choose vegan and cruelty-free products for a myriad of reasons – ethical concerns for animal rights, environmental considerations, personal health beliefs, or a combination of these factors. For them, purchasing such products isn’t merely a transaction but a statement of their values.

Morphe is accused of exploiting this deeply personal and principled consumer choice by allegedly marketing products as vegan when they contain non-vegan ingredients. Such a strategy wouldn’t just be about widening market reach; it would also mean capitalizing on the premium that many consumers are willing to pay for ethical products.

In other words, if the allegations hold true, Morphe would have directly profited from misleading its most ethically-driven customers.

Allegations Effect

The ripple effects of such allegations are manifold. On the surface level, there’s the immediate financial impact. If found guilty, Morphe might have to face fines, offer refunds, or even bear the brunt of a consumer boycott. But beyond the immediate fiscal concerns, there’s a longer-lasting impact on brand image and reputation. In an industry where reputation is everything, regaining lost trust can be an uphill battle.

Furthermore, the case serves as a stark reminder for consumers and brands in the beauty industry. For consumers, it’s always an encouragement to do due diligence, research, and question. For brands, it’s a wake-up call about the significance of ethical advertising and the potential repercussions of straying from it.

Which Makeup products mentioned in the Lawsuit?

The Morphe lawsuit has generated much discussion, particularly regarding which of their products have been implicated. With each legal battle, especially one that draws significant public attention, the details are crucial for the court’s deliberation and consumers who want to make informed decisions.

Morphe’s Eyeshadow Palettes: The Center of Controversy

Morphe makeup palette has always been a cornerstone of their success. These palettes are known for their vast array of shades, high pigmentation, blendability, and affordability. Endorsements from prominent beauty influencers and makeup artists have further bolstered their popularity. Given their stature within Morphe’s product lineup, any controversy surrounding them is bound to draw heightened attention.

The lawsuit, as it stands, specifically points fingers at these eyeshadow palettes. These products were marketed as vegan and championed by the brand in various marketing campaigns, tutorials, and partnerships. If the allegations are proven true, it would mean that one of Morphe’s flagship products was at the center of the deceptive advertising controversy.

Potential Ingredients in Question

While the lawsuit focuses on the “vegan” claim, it is essential to understand what might render an eyeshadow palette non-vegan. Common non-vegan ingredients in cosmetics include carmine (a dye sourced from cochineal insects), lanolin (derived from sheep wool), and guanine (often extracted from fish scales), among others.

If any of these ingredients or other animal-derived components were found in Morphe’s eyeshadow palettes labeled as vegan, it would substantiate the claims made in the lawsuit.

Implications for Other Morphe Products

While the lawsuit prominently showcases the eyeshadow palettes, it’s crucial to note that other products might come under scrutiny as the case progresses. Morphe has a broad range of offerings, from lipsticks and foundations to brushes and beauty sponges.

If the eyeshadow palettes were found to have discrepancies in their labeling, it could lead to a deeper dive into the ingredients and marketing claims of other products in their lineup.

Which color additives does the case say the makeup contains?

The case against Morphe raises questions about the ingredients used in its makeup products, particularly those labeled as vegan. Central to this dispute is the color additive known as carmine.

What is Carmine?

Carmine is a bright red pigment commonly used in cosmetics, food, and some textiles. It’s sourced from cochineal insects. To obtain this dye, these insects are crushed, and the pigment is extracted.

Why is Carmine Controversial?

The use of carmine becomes problematic when products containing it are labeled as vegan. Vegan products are expected to be free from animal-derived ingredients. Since carmine comes from cochineal insects, its presence contradicts the vegan claim.

In the Morphe case, the alleged presence of carmine in products marketed as vegan is misleading for consumers, especially those who choose products based on ethical or personal beliefs. This highlights the importance of accurate product labeling and companies’ responsibility to ensure their marketing claims align with the product ingredients.

Who is covered by the Lawsuit?

The lawsuit primarily covers consumers who purchased Morphe products under the impression they were buying vegan items based on the brand’s advertising and product labeling.

Morphe Lawsuit List

The lawsuit alleges that the following makeup products contain dangerous color additives:

  • 9H Hot for Hue 
  • 9K Khaki Calling 
  • 9V Vintage Rose 
  • 9W Smoke & Shadow 
  • 9x L’il Artistry Palette
  • We Make Rainbows Jealous Palette
  • UV Grunge Palette
  • UV Taffies Palette
  • UV Brights Palette
  • James Charles Palette
  • Morphe X Sour Patch Kids Palette
  • 35T Sweetest Tea Palette
  • Mickey & Friends Truth Be Bold Palette
  • Coca-Cola X Morphe Cheerfully Cherry Palette
  • Morphe X Lucky Charms Make Some Magic 
  • Morphe X Pony Constellation Sky 
  • Morphe X Nyane Fierce Fairytale
  • Morphe X Make It Black 18 Pan 
  • 35C Everyday Chic Palette
  • 9D Painted Desert
  • 18F Talkin’ Flirty
  • 35H Hot Spot
  • Magic + Ecstasy Palette
  • 35V Stunning Vibes
  • 9E Pretty in Peach Palette
  • 18B Makin’ Bank
  • 9Y Heart Candy Artistry Palette
  • 9B Calm Me Baby Palette
  • Morphe X Ashley Strong Affirmation Magic 
  • 35F Fall into Fabulous 
  • 35O Supernatural Glow 
  • 35XO Natural Flirt 
  • 18T Truth or Bare Palette
  • 35O3 Fierce by Nature
  • 35M Boss Mood
  • 39S Such a Gem
  • 9S So Chill
  • 18A Blue Ya Away
  • Morphe X Lisa Frank 35B by Lisa Frank Artistry Palette Zoomer & Zorbit
  • Morphe X Lisa Frank 35B by Lisa Frank Artistry Palette Prancing Unis
  • Morphe X Lisa Frank 35B by Lisa Frank Artistry Palette Forrest
  • Madison Beer Channel Surfing
  • Morphe X Jaclyn Hill Volume 2
  • Colorfix 24-Hour Cream Color (Shades Alien, Exposed, Nude 3, Latte, Desert Rose, Ballerina, Goldmine, Nebula, Celebration, Magnetic, Wild Orchid, Crème Brulee, Chocolate, Clear, Wasabi, UFO, Blackout, Lift, Beaches, Valentine,)
  • Suva Beauty Hydra FX Liners (Shades Bomb AF, Scrunchie, Dance Party, Doodle Dee, Doodle Doo, Fanny Pack, Track Suit, Acid Trip, Lustre Lilac)
  • M2 Always Online Gel Liner (Shades Fierce Fuchsia, Berry Lush)
  • Color Pencil (Shades BFF, Linda, Forecast, Pinken, Vibes, Petal, Bae, Well Red Honeymoon, Suger Pie, Spiffy, Wine Me, Trendsetter, Date Night, Harper, Coconut, Coffee & Kissy, Falling for Green, Sun Kissed, High Maintenance, Everlasting, Sweet Tea, Caviar, Lock It, Faith, Coin, Zippy, Bar, Midnight, Love, Bubble, Fairy Dust, Dusty, 9to5, Chippy, Poolside, Editorial, Heckle, Studded, Sweetheart, Foolish, Frenchie, Hoova, All Night, Fantasy, High Voltage, Pearly, Mimi, Mina, Bamboo, Toastie, Love Bite, Show Stopper, Love Life, Lush Worthy, Extra, Scarlet, It’s Vintage, Dark Room, Crush Ginger, Regal, Twinkle, Secret, Toots, Jemma, Makeup Talk, Blossom, Richie, Guide Me, Fashionista, Clingy, Backseat, Saint, Sparkler, Bite Me, Laurel.)
  • P. Louise Bases (Shades Vivid, Ibiza, Glow Girl Rude Boy Red, Blank Canvas, Violet, Winter Rose, OTT Orange, Raver)

How can I join the lawsuit?

You may be eligible to join the lawsuit if you believe you were misled by Morphe’s advertising and purchased their products thinking they were vegan. Typically, those affected would receive a notification about the lawsuit and how to join. Alternatively, contacting the law firm handling the case or checking their website for updates can provide more information.

What is the Typical Process When suing companies like Morphe Makeup Palette?

Suing a company involves several steps:

  • Filing a Complaint: The process begins when the plaintiff(s) file a complaint detailing their grievances.
  • Response: The defendant (in this case, Morphe) has an opportunity to respond.
  • Discovery: Both sides gather evidence.
  • Pre-trial Motions: Each side can request the court to make specific rulings, often to dismiss parts of the case.
  • Trial: If no settlement is reached, the case goes to trial.
  • Verdict: The court or jury makes a decision.
  • Appeals: If one side believes there were legal errors, they can appeal.


The Morphe lawsuit underscores the importance of accurate product labeling, especially in industries where ethical considerations play a significant role in consumer choice. Companies must be transparent and truthful in their marketing, and consumers should be vigilant and informed about the products they purchase.


Who is the owner of Morphe?

General Atlantic and Forma Brands LLC own Morphe. The company has seen multiple investments over the years to support its growth.

Is it safe to buy from Morphe?

While the Morphe lawsuit addresses product labeling concerns, it does not imply that Morphe products are unsafe for general use. Always check product ingredients and reviews before making a purchase.

Why does Morphe have class action lawsuit?

Morphe class action lawsuit due to allegations of falsely advertising certain products as vegan when they contain non-vegan ingredients.