In addition to the freaking amazing announcement that Morphe has officially launched in Ulta is the news that the BRAND NEW, ULTA EXCLUSIVE 9A Always Golden Eyeshadow Palette also released today, 10.22 and will be in stores on 10.27! This new 9-shade palette features the shades Surprise, Myself, Splendid, Brews, Witness, Taken, Connection, Aware, & Storm. The palette is only $12! Eeeep! That is a crazy value at only $1.33 per shade! The formula, per usual, is super creamy, hella pigmented and exceptionally blendable! We only wish there was a bit more of a selection here – Myself, Witness, Aware Splended are so similar, they are bound to appear almost identical to one another once blended out. Plus, do any of us truly need another brown, neutral palette?? I’m thinking probably no. We love the idea of the little 9-pan palettes, though, so we are looking forward to more members of this palette family to launch!

Can we just take a moment to reflect on how sick it is that Morphe is now available on Ulta’s website?! There are like, a millions benefits: (1) we ALL have access to Morphe now, as before many people were limited in being able to receive their products (2) we have the option to get free shipping without having to spend $100 (Morphe’s free shipping minimum, Ulta alternates between $35 & $50 as free shipping minimums) (3) we can see & test these items in person before we buy! (unlike before where we just had to order online and hope for the best or watch a bunch of YouTube videos before being able to decide if it’s right for us or worth the money (4) we can use WAY better coupons on Morphe, like the the $3.50 off $15 or the 20% off bonus perks and (5) we can use our Ulta points to get even MORE money off. Clearly, we just LOVE this! When online-only brands become more accessible, we kinda freak out.  We LOVE that Ulta and Sephora are constantly adding these well-deserving brands to their sites. It’s amazing to see indie brands work their way to the mainstage like that! Even Violet Voss and Colourpop are launching at Sephora later this month! We don’t even know how to handle this – we are so used to having to decide on which items and shades are best for us from behind a computer screen. NOW, we can see and touch every product before committing to it! It’s a whole new world!