Glossy, a publication dedicated to all things makeup, obtained a statement from Morphe regarding the closures, in which the company explains it plans to focus on wholesale and e-commerce sales, rather than in-person sales at its own shops. The goal, the company says, is to become more competitive and be able to reach their customers where they already shop. 

The statement read in part, "Following a careful evaluation of all aspects of our business, we have made the strategic decision to enhance our focus on the Company's wholesale and e-commerce operations going forward. We believe this shift will position Morphe to better compete in the broader beauty landscape and more efficiently reach our customers where and how they shop."

The statement went on to explain that in spite of how it looks, the brand does value its customers and closed up shops as part of an innovative marketing plan. The statment continued, "Connecting with consumers around the world through beauty stands at the center of everything we do, and while we have loved welcoming customers into our stores, we look forward to focusing on the foundational areas of our business, including our wholesale partnerships, robust e-commerce footprint and innovative brand marketing strategy."