Boots is really upping its make-up game this year: first came the launch of Fenty Beauty, swiftly followed by The Ordinary, and now cult US brand Morphe will be hitting virtual shelves next month. 

If you’re a regular on Instagram, or often indulge in a YouTube beauty video or two, you probably will have already heard of the not-so-little cosmetics brand before. But, for the uninitiated: Morphe was founded in 2008 with the guiding principle that make-up should be ‘curated for the creators’.

Morphe is well-known for being a brand that is made by - and for - people who really understand how make-up works. Social media has been an integral part of the brand’s success and it has amassed a tribe of loyal followers online. Its hashtag, #MorpheBabe, has over 1.3 million posts on Instagram to date.

It’s a brand that’s all about fearlessly blending beauty rules and pushing boundaries, and it has always promised high-quality products that remain affordable. 

And it’s safe to say people are obsessed. Across the pond in the US, new launches have been known to regularly crash websites as they sell out in just a matter of seconds after they launch. It’s partly down to the fact they often collaborate with well-known names, including Jeffree Star, Jaclyn Hill and James Charles. 

However, it’s also a brand that is notoriously hard to get hold of here in the UK due to the fact it’s not readily available in many places, but all that is about to change as Morphe is set to launch online at Boots.

With everything from foundation (in a staggering 60 shades), to brushes and make-up sponges, to extensive 35 shade+ eye shadow palettes and lip kits, it’s definitely not to be missed. 

As part of the launch, customers will also be able to exclusively shop the new Morphe x Jeffree Star collection, which includes the coveted Artistry Palette (which costs £35 for 30 incredible shades), until October 11. 

Speaking about the launch, Joanna Rogers, Commercial Director and VP of Beauty and Gifting at Boots UK, says, “We are thrilled to be launching Morphe. A daring brand with a bold approach to beauty which celebrates individuality and self-expression. From high quality tools, to dreamy eye shadow palettes and influencer collaborations I’m sure our customers cannot wait to get their hands on these products.”

Morphe will be available online from 12 September, but you can join the waiting list on Boots.com from today. 

Go forth and shop.

Images: Morphe/Boots