11,000 people are on the waiting list for Boots’ new cult beauty brand

A strong waiting list is always a great indication of how good a product actually is, especially when it comes to beauty. That’s exactly why we were excited to hear that cult US brand Morphe is coming to Boots next week, with an impressive waiting list of 11,000 people.

Yes, a whopping 11,000 fans of the brand have signed up to ensure they become among the first people in the UK to shop the brand, which is set to launch on 12 September.

While the rest of us will have to wait for the official release date, those on the Boots waiting list will be granted access to buy the Morphe products 24 hours early, meaning they could get their hands on their favourite make-up from as earliest as 11 September.

So, why all the fuss? Well, diehard beauty enthusiasts will already be familiar with the brand, which has amassed an incredible 9.8 million followers on Instagram and is loved by influencers and industry experts. Morphe even has its own hashtag, #Morphebabe, which has over a million posts.

Known for its stunning variety of colourful palettes, not to mention its professional-level brushes, Morphe has a reputation of selling out their new product drops immediately in the US and according to British fans, has been incredibly hard to secure for those outside of the states – until Boots decided to bring it to its shelves.

The high street retailer announced the news of their new launch via Instagram, sharing an image of one of the brand’s popular eye shadow palettes with the caption: ‘@morphebrushes is coming to Boots? Join the waiting list now to be the first to shop Morphe online at Boots.com!’

Their comment section was soon flooded by fans tagging their friends and expressing their excitement.

‘BEST DAY EVER NEWS WISE,’ wrote one fan. Meanwhile another said: ‘Yessss so happy ??’, while plenty others were equally hyped about the launch – including us!