The news is out! Jaclyn Cosmetics
Right in time for New Year’s, beauty influencer and founder Jaclyn Hill announces the official closing of her 2019 founded namesake brand by January 31st. Is this the end of influencer brands’ hype?
Jaclyn Cosmetics received some serious backlash and split customer reviews when they officially launched with a line of lipsticks in 2019. Thousands of complaints about bad quality products and disappointed Make-up lovers and fans – not exactly what the beauty influencer had in mind.
However, Hill’s expertise as a Make-Up Artist quickly shut down critics suspecting her brand to be yet another unserious celebrity project. After this rough start, the brand managed to recover its image and establish itself in the cosmetics industry in the following years. Many have grown to love Jaclyn Cosmetics since, not the least Hill’s fans, quickly calling the founder an “icon” in the scene. Now, she has decided to close this big “chapter” in her life. To reassure her community, the 33-year-old states she is in her personal best physical and mental health and is excited for what’s to come.
As for the reasons behind her rumoured business decision, many are still speculating: Were revenues not high enough? Was the hype around Jaclyn and her brand ending? And what does this mean for other influencers and their own brands?
Is the Influencer-Hype over?
Generally, we see a shift in people’s perception of influencers. Surveys show we get tired of the overwhelming number of “internet stars” that try to sell themselves as well as products with no relevance. According to Bazaar Voice, “47% of consumers are fatigued by repetitive influencer content.” The voices demanding more authentic and transparent content, as well as brands are constantly growing louder.
Now, what does this mean in terms of business?
Obviously, being an influencer-founded brand comes with a certain number of advantages, such as a wider reach and popularity through an already existing fanbase, but it also bears risks. The image of such brands is often subject to whatever current narrative drives the news about its founder. As a result, even the smallest scandal in an influencer’s life may heavily impact their company’s health.
Ultimately, public figures will have to adjust their content to their audience’s wishes and demands for more authentic insights and rethink their business plans to provide more valuable high-quality products in order to stay relevant in today’s beauty industry.
We wish Jaclyn Hill the best and are awaiting her next move. Of course, 07:07 will keep you posted on any updates, so you never miss out on any important news regarding the beauty industry!