07.01.22
Los Angeles, CA
www.formabrands.com
Sales: $350 million
Key Personnel: Eric Hohl, chairman and CEO; Simon Cowell, president
Major Products: Beauty products sold under the Morphe, Morphe 2, Bad Habit, Lipstick Queen, Playa Beauty and Jaclyn Cosmetics banners.
New Products: REM Beauty
Comments: Forma Brands is the incubator and accelerator behind Morphe, Bad Habit, Lipstick Queen and most recently, REM Beauty‚ a new brand created with Ariana Grande.
This year, Eric Hohl was hired as chairman and chief executive officer. He succeeds Myles McCormick, who continues to advise the company’s board on strategic matters. Hohl is a seasoned executive with three decades of experience leading consumer lifestyle brands, including the last 12 years at Too Faced Cosmetics (where he was CEO) and more recently, president of the brand inside The Estée Lauder Companies. His resume also includes time at Hard Candy.
Forma Brands has tapped into the influencer zeitgeist with success. Along with Grande, Forma’s roster includes Jaclyn Hill’s brand, Jaclyn Cosmetics. But one influencer who has lost influence at Forma is James Charles. Forma parted ways with Charles—who was synonymous with Morphe— after a series of controversies and sexual misconduct allegations.
This Spring, a proposed class action was filed claiming Morphe LLC failed to warn consumers that some of its cosmetic products are not safe for use near the eyes as intended. The 52-page case was filed on April 1 in California.
www.formabrands.com
Sales: $350 million
Key Personnel: Eric Hohl, chairman and CEO; Simon Cowell, president
Major Products: Beauty products sold under the Morphe, Morphe 2, Bad Habit, Lipstick Queen, Playa Beauty and Jaclyn Cosmetics banners.
New Products: REM Beauty
Comments: Forma Brands is the incubator and accelerator behind Morphe, Bad Habit, Lipstick Queen and most recently, REM Beauty‚ a new brand created with Ariana Grande.
This year, Eric Hohl was hired as chairman and chief executive officer. He succeeds Myles McCormick, who continues to advise the company’s board on strategic matters. Hohl is a seasoned executive with three decades of experience leading consumer lifestyle brands, including the last 12 years at Too Faced Cosmetics (where he was CEO) and more recently, president of the brand inside The Estée Lauder Companies. His resume also includes time at Hard Candy.
Forma Brands has tapped into the influencer zeitgeist with success. Along with Grande, Forma’s roster includes Jaclyn Hill’s brand, Jaclyn Cosmetics. But one influencer who has lost influence at Forma is James Charles. Forma parted ways with Charles—who was synonymous with Morphe— after a series of controversies and sexual misconduct allegations.
This Spring, a proposed class action was filed claiming Morphe LLC failed to warn consumers that some of its cosmetic products are not safe for use near the eyes as intended. The 52-page case was filed on April 1 in California.