Beauty YouTuber Jaclyn Hill has a darling personality, lovely makeup skills, and the ability to serve up a bomb selfie so the highlight pops just right. There's also one more thing about Jaclyn Hill that's hard to overlook: She is the queen of making her fans wait a lifetime for nearly everything.
Fans were waiting an exceptionally long time between her YouTube uploads for a while. Then they endured the longest pause between her original Morphe palette release and the mini palettes she dropped in 2018. Hill even took time away from social media before talking with her fans about the highly speculated divorce rumors that turned out to be true.
All of the anticipation building is excellent or terrible depending on your opinion on the matter, how big of a Hill fan you are, and of course, how long you like to wait. To be fair, she's gone through quite a bit, particularly with her very public divorce and dealing with the anxiety and depression that she has been open about. Still, that doesn't change that being a fan of Jaclyn Hill still means you have to play the waiting game an awful lot.
One of the projects that many of her followers have hoped for the longest is the launch of her official beauty brand, Jaclyn Hill Cosmetics. Now fans have new intel leading them to believe that their wait could be coming to an end incredibly soon!
The first clue is that Jaclyn Hill filed for an extension on a "JH Jaclyn Hill Cosmetics" trademark in January.
Per the filing, she requested and was granted a third extension on January 15, 2019. The trademark basically covers every single beauty product and tool you can think of plus cleaning products.
Unfortunately though, many current and former Jaclyn Hill fans aren't as moved by the idea of Jaclyn Hill Cosmetics actually being on the way.
"I feel like she’s been teasing it for SO long now that I’m just kinda over it," one fan wrote. "She said it was supposed to come out in 2017 and here we are. I’ll probably still buy tho[ugh]."
Some critics believe she took way too long and missed her wave.
"She waited too long and really isn’t as big as she was. I wonder if this is why we are seeing more videos lately?" one critic speculated on Instagram.
"Is this the plan? Entice us again with videos about favorites and new makeup that isn’t Morphe to get my viewers back! After this, release my collection and only talk about my collection and Morphe (every once in a while)."
Other beauty lovers think a Jaclyn Hill Cosmetics launch is a great way for her to still prove herself after the product drama with Morphe.
"I’m still excited cause I’m curious to see what she is going to release but this time it’s on her if her products aren’t up to par. She can’t blame a company," one fan shared.
The entire situation was a huge disappointment for Morphe, Jaclyn Hill, and her fans.
The collaboration was supposed to be Jaclyn Hill's triumphant (and long-awaited) Morphe return after the bestselling and critically acclaimed Jaclyn Hill Morphe Palette ($23, Ulta) turned out to be a complete flop.