Morphe Releases Collab With TikTok Influencer Avani Gregg
For its latest collaborative collection, Morphe has teamed up with popular makeup artist Avani Gregg, known as @avani on TikTok. The self-taught makeup artist rose to notoriety on the app after posting videos creating her signature clown makeup looks.
Available now at Morphe.com, the collection is a true extension of the artist’s colorful online persona and features items designed by Avani herself.
The limited-edition capsule collection was created with vibrant spring and summer beauty routines in mind. Choose from three shades of Baecation Luminous Bronzer ($20) or add some sparkle to your routine with the Whoa Glow Face and Body Illuminator ($18).
It wouldn’t be a Morphe collection without an eyeshadow palette and a myriad of lip products. However, Avani’s 30-pan palette includes vivid cake liners, an essential product in the artist’s makeup routine. With this palette, Avani’s followers can recreate her viral makeup looks and let their creativity run wild. The palette’s shade names are dedicated to her followers, friends, and family and includes the name Bebs, which is her nickname for her followers.
Morphe has relied heavily on Gen Z influencers in the past year, in an attempt to revitalize the brand and restore their reputation. They’ve launched makeup collabs and the sub-brand Morphe2 with Charli and Dixie D’Amelio, Maddie Ziegler, Emma Chamberlain and Madison Beer.
The collaboration with Avani is another attempt to restore excitement in the brand.