CAN A BRAND COME BACK AFTER FILING FOR BANKRUPTCY? To me, @Morphe Cosmetics is one of the strongest examples of a beauty brand that actually pulled off a real comeback that I can remember in the last few years beauty queens. It could have easily been the end for them but instead they pivoted and recalibrated. It really makes me think about how much of beauty success is timing, positioning, and knowing when to evolve instead of when to fight the shift. Especially that it was chapter 11, meaning they knew they were going to re-organize and come back. It wasn’t about ending the business. It's why I don’t want to give up on a brand like Pat McGrath Labs, and I’m wondering if they can do the same? Let’s have these conversations! #beautyindustry #morphe #beautybrand #makeup #patmcgrathlabs