Jaclyn Hill’s make-up brand Jaclyn Cosmetics shuts down

By Amanda Pauley | Published: 2-Jan-2024

The beauty influencer is closing her Forma Brands-owned make-up range after less than five years

Jaclyn Hill’s make-up range Jaclyn Cosmetics is closing down after less than five years in business. 

The beauty influencer revealed on Instagram that the company, owned by Forma Brands, is shuttering “for the foreseeable future”. 

“There has been plenty of talk,” Hill posted on 1 January. 

“But what I will say is, the brand has been such an important chapter in my book and one I will always cherish, but am ready to close.

“I want to thank each and everyone of you for the support and love you have shown me. 

“You let this girl dream and that is what I did. 

“I still have those dreams, but to properly pursue them I am going to need time and patience to do so.” 

Hill also thanked beauty stockist Ulta for “continuing to believe in me, supporting my brand and future endeavours”.  

Jaclyn Cosmetics’ parent company Forma Brands underwent a turbulent 2023. 

The US cosmetics company entered into bankruptcy before being acquired by lenders and additional investors in April 2023. 

Forma Brands, which also owns Morphe, then sold off Ariana Grande's r.e.m. beauty’s assets to the singer for US$15m.

Rumours began circling that Jaclyn Cosmetics could be shutting down after the vlogger closed her jewellery and apparel brands, Jaclyn Roxanne and Koze, in August 2023. 

In a YouTube video announcing the news, Hill said she has not properly nurtured Jaclyn Cosmetics since the make-up line’s disastrous debut in 2019. 

“I have not given that relationship the love that it deserves because I just felt like such a failure,” she said in the video.  

When Hill launched Jaclyn Cosmetics in May 2019 it was met with a flurry of complaints, with consumers accusing the brand’s nude lipsticks of being mouldy and hairy.

The influencer recalled the line in August 2019 and refunded customers due to quality issues, before eventually relaunching three months later

Hill started her career as a MAC Cosmetics make-up artist and beauty YouTuber. 

Before launching Jaclyn Cosmetics, she partnered with make-up companies Becca Cosmetics and Morphe on limited edition collections.

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