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Playa Hair Care Founder Sues Morphe and General Atlantic

Shelby Wild alleges plans to grow her line were sidelined soon after it was acquired, as General Atlantic’s beauty incubator ambitions faltered. She’s seeking $15 million in damages in a lawsuit filed in New York, according to court documents reviewed by BoF.
Morphe parent Forma Brands is reported to be exploring options to shore up its finances.
Morphe parent Forma Brands is reported to be exploring options to shore up its finances. (Courtesy)
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Shelby Wild, founder of hair care line Playa, is suing the makeup brand Morphe and its majority owner, the private equity firm General Atlantic, in New York State court, alleging the companies failed to adequately support her brand after acquiring it in 2020.

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