The studio, which must be reserved online, offers professional lighting and film equipment, as well as on-site staff to help with content creation.
By the end of 2019, Morphe expects to have 20 store studios up and running. The brand declined to state studio build-out costs. In August, Morphe received an undisclosed investment from private equity firm General Atlantic, and it's on track to earn $500 million in net sales for the year.

Morphe has been offering the 20-minute services in all locations (with or without a studio) since the second quarter and has been monitoring the spend of service recipients, as well as sales and traffic uptick in stores.
Meanwhile, masterclasses began in September and are expected to be held three times per quarter per studio, with focuses on the Morphe brand, partner brands such as Jeffree Star Cosmetics and "merchandising priorities". While driving foot traffic is the biggest opportunity for Morphe, there are other benefits to the studios: Morphe will likely benefit from high-quality, user-generated video content and will develop better relationships with the up-and-coming influencers using the space. Morphe does not require users to publish UGC or use only Morphe products, although it is expected that they will focus on the brand.

"The services, for the brand, are a point of difference. And Morphe believes the mid-tier influencers want a more public space to activate their community.

Morphe's newly implemented strategy is in line with a larger trend of fashion and beauty retailers updating their interiors to attract customers in-store, and it comes during a softening in U.S. color cosmetic sales. Fellow digitally native brand Ipsy has also been aggressively looking at ways to engage and activate customers offline and has positioned its own content studio as a way to produce user-generated content.