On June 15, Jaclyn Hill, a content creator in the YouTube Beauty Community, shared a video announcing her collaboration with Linda Tawil, one of the founders of Morphe, a cosmetics company known for its well made brushes and makeup.
As a long time affiliate with Morphe, Jaclyn has worked with the brand in the past to create a palette of her favorite eyeshadows from the existing shadows of Morphe. She also currently holds an affiliate code in which you can save 10% off your purchase at checkout with the code “JACATTACK.”
Hill uploaded a palette reveal video to YouTube in which she revealed the palette for the first time, announced the launch date, and showed swatches of all the colors in the palette. It was revealed that Hill had worked for the past two years in the making of this palette and that she had made sure that each shadow was perfect. Aptly named The Jaclyn Hill Palette, she not only had creative control over the colors, textures, finishes, and names of each shadow but also control over the packaging itself.
After almost two years of investing her time and hard work into this palette, Hill and Morphe officially set the launch date to June 21st. Retailing at $38, Hill revealed that every single shadow in the palette was pressed differently and that new machines were used to justify the price increase from the usual prices of Morphe palettes. Dedicated to her loving subscribers, Hill made sure to include different shades for every skin tone and made sure that her diverse audience could use this palette, where “not only the everyday woman could use it, but also the most experienced artist.”
The Jaclyn Hill Palette was sent to the biggest names in the YouTube Beauty community as customary press release samples before the launch date. All of the beauty gurus who had received this palette made sure to upload videos to share their first thoughts and reviews on the palette.
However, when they raved about the pigmentation, smoothness, and blending ability of the palette, audiences speculated an alternative reason for the hype. Accusatory comments began to surface, along the lines of “You’re only saying this because Jaclyn’s your friend.” This sort of negative response wasn’t new to the content creators, and regardless of the naysayers, many others marked the launch date to purchase the product.
After much circulation of marketing posts, the palette finally launched, only to be sold out within 43 minutes. After hearing the news of her palette selling out, Hill posted on Twitter, “I was just a girl working at MAC living on food stamps because I couldn’t pay my bills. 5 days ago we sold out of my palette in 43 minutes.” A crying emoji was also included in the tweet.
The palette is said to be relaunching on July 18. Hill could not thank her subscribers enough for supporting her through so many years of putting videos up on Youtube; she gives credit to her audience that she could not be doing this without them.