Morphe is well-known for being a brand that is made by - and for - people who really understand how make-up works. Social media has been an integral part of the brand’s success and it has amassed a tribe of loyal followers online. Its hashtag, #MorpheBabe, has over 1.3 million posts on Instagram to date.

It’s a brand that’s all about fearlessly blending beauty rules and pushing boundaries, and it has always promised high-quality products that remain affordable.

And it’s safe to say people are obsessed. Across the pond in the US, new launches have been known to regularly crash websites as they sell out in just a matter of seconds after they launch. It’s partly down to the fact they often collaborate with well-known names, including Jeffree Star, Jaclyn Hill and James Charles.

Cult make-up brand Morphe is launching at Boots next month