Popular beauty influencer Jaclyn Hill has officially launched her highly-anticipated cosmetics line.
She announced that her namesake collection was on the way earlier this month by posting a teaser video and simply saying, "It's really happening."
Today, the Jaclyn website is live with 20 shades of nude lipsticks.
The hues are categorized into five groups which include Bare, Romantic, Mocha, Flirty and Cocoa, and sell for $18 each.
In an interview with "Allure," Hill explains that she wanted to create a brand fresh from the start, and wanted to go back to the basics.
"Lipstick is such a staple for anyone who is interested in makeup, and I can still see my mom when I was a little girl sitting at her vanity applying her makeup, and it's always lipstick in my mind," she said.
"I wanted to take a moment, take a pause, take a step back from our current, crazy industry and create something fresh [that's] a staple that everybody needs and build my brand off of that."
The Jaclyn So Rich Lipsticks are described on the brand's website as having a "cream meets shine" texture, and they are vegan as well as cruelty-free.
Key ingredients include shea, murumuru and mango butter, which help give the sticks a moisturizing slip that's comfortable on the lips.
Hill decided to begin with nude rather than any other color because she noticed the difficulty most people have in finding a flattering shade.
"I know that everybody, no matter what skin tone they have, they have some sort of challenge finding their perfect nude," she says.
"I wanted to create a line that everyone — male, female, old, young — can be like, alright, this brand is going to have a beautiful nude to match my skin amazingly."
This isn't Hill's first time launching products. In 2017, she launched a massive eyeshadow palette with 30 shades. She also launched a collector's edition "Champagne Pop" highlighter with Becca Cosmetics that same year.
In less than an hour, Hill's lipstick has already sold out, but keep your eyes peeled as we are sure there's more to come.
