After long teasing the creation of a proprietary makeup brand — and being credited with launching blockbuster product collabs with Becca and Morphe, paving the way for other players in the space — Jaclyn Hill is launching Jacyln Hill Cosmetics on May 30.
Thus far, Hill has been somewhat mum on the project, save for the launch of a dedicated website and Instagram page containing a few teaser videos featuring a diamond motif — including Hill swinging on a giant diamond. The tagline for the brand is ‘So Rich. So Buttery. So Good.’ Hill also confirmed on Twitter that her first product from the line will be a lipstick — which also appears to tout diamond-inspired packaging.
Hill, 28, counts 6 million subscribers and has been making YouTube videos since 2011. Despite proving herself as a massive retail draw, she resides in Florida and largely avoids the high drama of the Los Angeles-based beauty community — including a massive shockwave last week that hit fellow creators James Charles, Tati Westbrook, and Jeffree Star.
Hill first garnered massive buzz via a collab with beauty brand Becca on a highlighter called Champagne Pop ($38). She launched her groundbreaking Morphe collab, The Jaclyn Hill Eyeshadow Palette ($38), in June 2017. Hill confirmed in Dec. 2017 that 1 million palettes had been sold — which would amount to $38 million in revenues — though it’s unclear what portion of sales Hill would’ve reaped from the partnership. With her own brand, presumably, she’ll be taking home the whole kit and caboodle.
Hill isn’t the first beauty vlogger to create her own brand, but given her past successes, the launch arrives with high expectations. Other creators who have launched their own lines include Jeffree Star (Jeffree Star Cosmetics, which the 33-year-old has said clocks $150 in annual revenues), Laura Lee (Laura Lee Los Angeles), Manny ‘MUA’ Gutierrez (Lunar Beauty), and Nikita Dragun (Dragun Beauty).