From Cult Favorite to Reimagined Essential
Morphe has long been a staple in the beauty world, known for its cult-favorite brushes and bold, trend-driven products. From professional makeup artists to everyday beauty fans, the brand built its reputation on tools that made artistry accessible.
But by 2024, the brush category had become crowded and competitive. New players were gaining ground, and Morphe needed to reassert itself as the leader. The launch of Morphe Brushes Reimagined was more than a product drop, it was a full relaunch. With silver-ion antibacterial bristles, reengineered vegan quality, and redesigned brush heads tested by MUAs, Morphe had both innovation and credibility on its side.
The challenge was cutting through the noise. Awareness wasn’t enough; Morphe needed to show beauty lovers why these brushes mattered now. The goal was to win back cultural relevance, educate audiences on the upgrades, and remind the world that when it comes to brushes, Morphe still sets the standard.
Reclaiming the Brush Conversation
Morphe’s brushes had earned cult status, but the category had shifted. Beauty fans now had endless options, and competitors were flooding feeds with new launches. The task wasn’t just to introduce another line, it was to reframe what a brush could be.
The new range had all the proof points: silver-ion antibacterial bristles, vegan fibers, redesigned heads, and MUA approval. But in a space where trends move faster than education, Morphe needed more than claims. It needed creators to tell the story in ways that felt personal, authentic, and worth being influenced by.
As part of this push, Morphe set out to:
Scale awareness of its innovation in a crowded category- Educate audiences on the new brush features without losing brand heritage
- Reassert itself as the category leader in makeup brushes
Delivering on that required a partner who could operate at scale and make product education feel organic to creator storytelling. Kyra was the answer.
Seeding at Scale
Kyra designed a dual-track program that combined high-impact paid activations with seeding at massive scale, ensuring Morphe could reintroduce its brushes with both reach and depth.
We carefully selected creators, handling logistics end-to-end, from discovery and briefing to fulfillment and feedback. This seeded wave sparked organic reviews, tutorials, and trend-led content that reignited buzz across beauty communities.
Alongside this, Kyra activated paid creators with tailored briefs, tapping into formats that resonated natively in beauty culture: OG YouTuber-style reviews for nostalgia, GRWM routines for everyday relevance, and heritage storytelling that compared “Morphe then vs. now.” By giving creators freedom within clear message pillars (quality, comfort, sustainability, washability), the content felt authentic while still hitting key proof points.
Kyra’s proprietary platform underpinned the entire program, streamlining creator selection, campaign management, and performance tracking so Morphe could move fast without sacrificing precision.
A Relaunch With Real Impact
The entire program delivered on both scale and substance, proving that Morphe’s reimagined brushes could reclaim their category spotlight.
In total, the campaign drove:
- 13M views
- 1,582 creator posts
- 20x EMV multiplier
- $4M EMV
- 3% engagement rate
Beyond the numbers, Morphe reinforced its position as the leader in professional-grade brushes. The relaunch wasn’t just seen, it was talked about, tested, and trusted again.
With Kyra, innovation became cultural conversation, and Morphe proved that even in a crowded vertical, the right creators can turn a product drop into a movement.