Morphe
Mid-marketStrategy breakdown for building a mid-market beauty brand. Learn from Morphe's pricing, catalog, and discount strategies.
130
Products
$21
Avg Price
24%
On Sale
394
Variants
Pricing Strategy
Price Distribution
Takeaway: Balanced pricing appeals to the largest market segment. Focus on value proposition and product quality.
Discount Strategy
24%
Products on Sale
21%
Avg Discount Depth
51%
Max Discount
24% of products are currently discounted.
Uses compare-at pricing to show savings and create urgency.
Takeaway: Strategic discounting for seasonal clearance or promotions. Balance between brand value and sales velocity.
Catalog Structure
Top Categories
Takeaway: Balanced variant strategy offers customer choice while maintaining manageable inventory.
Competitor Comparison
| Brand | Products | Avg Price | On Sale |
|---|---|---|---|
| Morphe(This brand) | 130 | $21 | 24% |
| colourpop | 1,073 | $14 | 18% |
| Kylie Cosmetics by Kylie Jenner | 252 | $64 | 66% |
| Eyeshadow Palettes, Foundation, Lipstick & More | 173 | $16 | 16% |
| Glossier | 134 | $38 | 28% |
| Summer Fridays | 98 | $46 | 21% |
Key Takeaways for Building a Similar Brand
Pricing Position: Target the mid-market market segment with an average price point around $21. Use round pricing to signal premium quality.
Discount Strategy: Maintain moderate pricing discipline. Keep 24% of products on sale with 21% average discount depth.
Catalog Structure: Start with around 130 products and 3 variants per product. Offer comprehensive size and color options.
Category Focus: Focus on Beauty, Apparel, Health as primary product categories.