is this beauty brand the next e.l.f. cosmetics?

@gradgirlmarketing

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Promoted product

Morphe

Be Unapologetically You and shop Morphe.com for iconic eyeshadow palettes, makeup brushes and lipsticks. A beauty brand created for the creators.

2 videos2 creators

Why it worked

The video leverages a high-interest industry comparison (Morphe vs. e.l.f.) and provides data-backed business insights, making it valuable for marketing-focused viewers while maintaining a fast-paced, visually engaging format.

Summary

This video analyzes the rapid growth and business strategy of Morphe Cosmetics, highlighting its focus on accessible makeup and its operational partnership with &vest. The creator explores whether the brand is positioned to become the next e.l.f. cosmetics based on its market performance and future expansion plans.

Structure

1Hook posing the comparison to e.l.f.
2Overview of Morphe's market growth and retail presence
3Analysis of Morphe's product focus and viral success
4

Original caption

Is this beauty brand the next e.l.f. cosmetics? @Morphe Cosmetics is one of the fastest growing beauty brands in 2026, and there’s no stopping as they have mastered creating trendy, artistry-level makeup products at an affordable price. I’ve broken it all down featuring quotes from CEO of Morphe, Simon Cowell, as well as CEO of &vest Doug Jacob. If you want to read more, comment MORPHE and I’ll send you a link to the BeautyMatter article, which covers everything.

Discussion of the operational role of &vest

5Closing question to the audience

Product placement

(a) Morphe: ACTS (its products are shown being applied, its business strategy is analyzed, its sales data is cited, its CEO is quoted). Removing it would change the entire video. (b) e.l.f. cosmetics: APPEARS (mentioned in the hook and CTA as a benchmark). Removing it would not change the video's core analysis of Morphe. (c) Ulta: APPEARS (mentioned as a retail location). Removing it would not change the video. (d) Target: APPEARS (mentioned as a retail location). Removing it would not change the video. (e) Business of Fashion: APPEARS (cited as a source). Removing it would not change the video. (f) &vest: ACTS (identified as the operator behind Morphe, its CEO is quoted). Removing it would change the analysis of the brand's success. (g) BeautyMatter: APPEARS (mentioned in the caption as a source for further reading). Removing it would not change the video.

Call to action

comment MORPHE and I’ll send you a link to the BeautyMatter article

On-screen text

is this beauty brand the next e.l.f. cosmetics? Morphe is one of the fastest growing brands in beauty this year approaching $500 million in retail sales up about 60% this year whilst other beauty brands are launching skincare haircare and fragrance Morphe is focused only on accessible and trending makeup they're top 3 in mass cosmetics at Ulta for years and top 5 in beauty at Target within months of launching there as well as being category leaders in blush, brushes and eyeshadow and CEO Simon Cowell says that they offer prestige quality artistry products at an accessible price with their most viral number one, best selling product being a 13 dollar setting mist so what's next? according to Business of Fashion they will be expanding into complexion in 2028 behind all of this is &vest the beauty focused operator behind Morphe with its own technology and creative stack that most brands rent their data shows exactly which creators actually move product Co-Founder and CEO of &vest says "no matter how good things are going, we're constantly paranoid about what's coming around the corner", said Jacob. "We're trying to... stay ahead of the curve." so what do you think are they becoming the next e.l.f.?

Transcript

Is this beauty brand the next e.l.f. cosmetics? Morphe is one of the fastest growing brands in beauty this year approaching $500 million in retail sales up about 60% this year. Whilst other beauty brands are launching skincare, haircare and fragrance, Morphe is focused only on accessible and trending makeup. They're top 3 in mass cosmetics at Ulta for years and top 5 in beauty at Target within months of launching there, as well as being category leaders in blush, brushes and eyeshadow. And CEO Simon Cowell says that they offer prestige quality artistry products at an accessible price, with their most viral number one, best selling product being a 13 dollar setting mist. So what's next? According to Business of Fashion, they will be expanding into complexion in 2028. Behind all of this is &vest, the beauty focused operator behind Morphe with its own technology and creative stack that most brands rent. Their data shows exactly which creators actually move product. Co-Founder and CEO of &vest says, "no matter how good things are going, we're constantly paranoid about what's coming around the corner", said Jacob. "We're trying to... stay ahead of the curve." So what do you think, are they becoming the next e.l.f.?