Another challenged influencer brand has officially ceased operations. Forma Brands' Jaclyn Hill Cosmetics is shutting down, per an Instagram post signed by the brand's namesake influencer.
The closure follows Forma's reemergence from Chapter 11, layoffs and the divestment of select brands.
In August 2023, Hill posted a video on YouTube alluding to brand closures, though the makeup brand was not specifically mentioned.
All SKUs on the brand's site are now marked at 50% off as of January 2, 2024.