Morphe Store opens in Intu Eldon Square

Morphe Cosmetics opens its fifth UK store in intu Eldon Square. Hundreds of fans queued from the early hours of Friday 8th November, eagerly awaiting the 9am opening.

The American based beauty company sells as assortment of products including lipsticks, eye shadow palettes and hundreds of brushes. This is their first North East store, other locations include Liverpool, Birmingham and the newly opened Manchester Arndale store.

Not only does the store stock best-selling influencer collaborations such as the Jaclyn Hill and James Charles Palette’s, but also had the biggest make-up release of the year, the Shane Dawson x Jeffree Star Conspiracy collection which was sold out world wide at the time of the shop opening meaning this was the only opportunity for buyers to purchase the last remaining items. Following the chaos online as a result of the collaboration with both Shopify and Beauty Bay breaking down, many shoppers were ecstatic to get their hands on the Conspiracy Collection which is now completely sold out. 

Some fans were left disappointed having expected their favourite YouTuber’s to open the store after seeing popular influencers open them across America. This sadly wasn’t the case in Newcastle, however, there has been a recent announcement that makeup artist Mmmmitchel and Paige Louise CEO of Plouise will be opening the Manchester Arndale store, so there still is hope for North East fans. 

Mark Spillman, Morphe General Manager EMEA, said: "We’re confident Morphe will thrive at intu Eldon Square, it’s the ideal location for our newest UK store and the first in the north east of England”.

The Morphe store allows shoppers to buy beauty products that are usually online exclusives and offers a huge assortment of products that are not otherwise available on the high-street. This includes Manchester based make-up company Plouise Cosmetics, who are responsible for the creation of the “world’s best eye base” according to beauty guru Nikki Tutorials. 

Gavin Prior, Regional Director intu Eldon Sq. and intu Metrocentre, stated: “We’re truly fired up that Morphe has picked out intu Eldon Square to launch its superb beauty assortment to the area”. He went on to say “We know Morphe is passionate about offering unique and memorable customer experiences and we can’t wait to welcome them to the centre in November.”

This shop is a must have for any aspiring MUA or any make-up lover in general. It is a wonderful addition to Eldon Square and I am personally very excited to grab myself some must-have products.