Hailey Bieber may be the founder of a billion dollar beauty brand, but her go-to products are refreshingly down to earth. In fact, she's a high street devotee and often peppers pocket-friendly products into her well documented beauty regimen, read: Weleda's Skin Food, Naturium's Glow-Getter Body Butter and Sol de Janeiro's Cheirosa 71 Body Cream.
Taking to TikTok this week, Bieber revealed her newest beauty routine for summer and unsurprisingly given her new launches, it is lemon-inspired. Among her swipes of the new Peptide Lip Tint in Lemontini and sun-kissed Pocket Blush shades, Bieber gave us a glimpse of her newest affordable hero: Morphe's Outer Spice Eyeshadow Palette, £16.
Those of us who frequented the YouTube beauty circuit in the years leading up to 2016 will be all too familiar with the powerhouse that is Morphe. As the go-to eyeshadow brand for OG beauty influencers, its kaleidoscope palettes of 35 (yes, you read right) shades established themselves as a hot commodity routinely swatched, swiped and buffed by countless fans. Flexing various finishes and moods that packed serious colour payoff and a high quality finish (all without the hefty price tag) the brand earned the ultimate seal of approval from the beauty world thanks to collaborations with mega influencers like Jaclyn Hill, James Charles, and Jeffree Star.
Shop: Morphe Outer Spice Eyeshadow Palette
www.selfridges.com
What the brand says: 'Discover Morphe eyeshadows—remastered—with the ChromaPlus 6-Pan Eyeshadow Palette. Powered by a cutting-edge ChromaPlus blend, these all-new shadow formulas deliver pigment-packed, single-swipe performance and all-day, creaseproof wear. Look to a future rich in color with infinite but compact curations of timeless and trending shades. Silky-smooth, luxuriously blendable mattes, shimmers, and metallics build dimension for effortless expression. Plus, a formula-flexing Molten Metal Eyeshadow can be applied dry for diffused, luminous effects or wet for detailed, molten-like shine. Includes a personal application mirror for on-the-go artistry.'
What we know: Morphe's eyeshadow palettes were all the rage in the lead up to 2016, when being viral meant dominating YouTube make-up tutorials and boasting collaborations with OG mega beauty influencers. The brand's upgraded palettes build on that legacy with a line-up of next-gen shadows primed to bring in a new legion on fans.
Sameeha Shaikh, beauty writer, says: 'I remember buying my first 35-pan Morphe eyeshadow palette in 2016. I felt accomplished after doing all my research via YouTube reviews and finding the one that spoke to my love of warm, sun-kissed make-up. Almost a decade later, a lot has changed and while Morphe looks very different in 2025 I can still build that warm, sun-kissed look only this time with next-level shadows that offer serious colour payoff, buildability and all day where. There's a lot to love about the new palettes but for me it's the addition of molten metal shades which make for a ultra-reflective grown up glitter moment capable of amping up any look. Look to Hailey Beiber for the proof.'
Pros
- Upgraded formula
- Affordable
Cons
- White palette can get dirty fast
More recently the brand seemed to be in retrograde, marked by the closure of all its UK stores in 2024. Then, its parent company Forma Brands entered into bankruptcy before being acquired by lenders and additional investors. Morphe was secretly plotting its massive rebrand. With new products across each and every category, including the now viral Morphe Eyeshadows Remastered favoured by Bieber, the brand has also sworn in a new legion of fans including pro make-up artists Ash K Holm and Ariel Tejada, the trusted hands behind countless celebrity faces like the Kardashians and Jenners.
In her newest TikTok make-up tutorial, Bieber skips through her usual focal point base steps and dives straight into building a multi-dimensional eye look courtesy of Morphe's Outer Spice Eyeshadow Palette. Fine tuned with six matte, shimmer, and metallic shades, the warm mix of shadows is powered by the brand's ChromaPlus tech which promises pigment, longevity and blendability with a luxe finish. Judging by its quick ability to lift her whole look (and after trying it myself) it's no wonder Hailey Bieber is hooked.
Sameeha Shaikh is Grazia's beauty writer, covering all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).