Influencer and entrepreneur Jaclyn Hill recently announced that she will be closing down two of her brands: Koze, an apparel brand she launched last year and Jaclyn Roxanne, a jewellery brand she launched in 2021.
“What it comes down to is these brands are not serving me anything,” said Hill in a video posted to her YouTube channel. “They’re not bringing me happiness, and I don’t care about the money at this point.”
Her third brand, Jaclyn Cosmetics, will continue running, but Hill did admit in the video that she’s uncertain about what will happen in the future. Forma Brands, the owner of Jaclyn Cosmetics, Morphe, Morphe 2 and Lipstick Queen, filed for bankruptcy earlier in the year, however, it was salvaged by lenders who purchased the company for US$690 million. It is now rumoured that Jaclyn Cosmetics is being deprioritised.
The launch of Jaclyn Cosmetics in 2019 was shrouded in controversy, after customers purchased lipsticks that contained lumps and fuzz. The brand ended up issuing refunds, but Hill still isn’t proud of how the situation was handled.
In her video, Hill compared her journey as a brand owner to her peers, saying, “People are launching brands and finding all the success through social media and here I am shutting my brands down. It’s very humbling. It’s been hard to get to this point where I’m just OK with that, where I’m OK with the fact that I’m closing down these brands, and the internet might have a lot to say about it, but I’m doing this for me. I want to get back to what makes me happy.”
While the fate of Jaclyn Cosmetics is still unknown, the brand will continue to release new product, with one coming out later this month.
“It’s the most innovative product that I’ve ever created. You will see that I really put time and effort into this product with my team,” said Hill. “There’s nothing like it. There’s no formula that I have ever seen on the market like this. It is so beautiful and so unique, and I’m so excited for it to launch, and I just want to be able to give my brand the love that it deserves, even if it ends up shutting down, too.”
