The St David’s Partnership, owners of St David’s in Cardiff, one of the UK’s premier retail and leisure destinations, has announced the regional debut for global cosmetics company Morphe.

The 6,820 sq ft space, located next to international tech giant Apple, will be the brand’s first store in Wales. Morphe is the go-to beauty destination for discerning make up professionals, beauty bloggers, and influencers alike, with the brand itself boasting over 10.8 million Instagram followers.

Morphe is known for their full spectrum of professional quality tools and makeup, including over 300 brushes and their highly coveted palettes, as well as best-selling influencer collaborations with creators such as Jaclyn Hill, James Charles, and singer-songwriter Madison Beer. Morphe also carries highly sought-after brands, such as Lunar Beauty, Iconic London, SUVA Beauty, OFRA Cosmetics, NABLA Cosmetics, P.Louise, Beauty Bakerie Marmalade and more – all of which will be available to customers at the new St David’s store. Set to open in the summer, the store will also offer expert advice, from Morphe’s certified Beauty Artists.


Kahla Broussard, Vice President, Retail Sales and Operations at FORMA Brands, said: “Cardiff is a key UK city for Morphe, due to its high student population and the strong visitor numbers it attracts each year. We are looking forward to bringing our increasingly popular products and experiential store concept to Cardiff and meeting even more Morphe fans.”

Speaking on behalf of the St. David’s partnership, Russell Loveland, Senior Portfolio Director for Landsec, added: “St David’s is often the first port of call for brands looking to establish a presence in Cardiff and Wales, due to its appealing blend of retail, F&B, and leisure, and the diverse catchment it attracts. Morphe is yet another example of that pull, and we are delighted to be able to welcome such a dynamic and influential brand, within an industry that is seeing continued growth and interest from the St David’s customer.”

This signing follows the news that revered Danish furniture and lifestyle brand, BoConcept, has signed for a new store at St David’s, set to launch this spring.