Jaclyn Hill’s Apology Video Made Even Her “Cringe”

The Jaclyn Hill lipstick drama continues. On Saturday, the 28-year-old again broke her silence about her So Rich Lipsticks from her new cosmetics line, Jaclyn Cosmetics. This comes after a previously recorded apology video that the YouTuber posted to her page. In that video, Hill offered an apology and staunchly defended her lipsticks and her brand stating that the lipsticks were safe to use.

Jaclyn Hill
Jaclyn Hill | Desiree Navarro/WireImage

Unfortunately, that video did more harm than good. Many fans felt that Hill had a super defensive attitude in the video and that she wasn’t taking full ownership of the many issues that customers were reporting. Well, it turns out that fans weren’t the only ones who took offense to the video. Even Hill has stated that watching her video back makes her cringe.


On Saturday, the beauty vlogger hopped on her Instagram stories to break her silence once again in a more informal way. In a series of short video clips, she addressed the issues with her lipsticks and offered a second apology. “I wanted to get on here and just talk to you guys in a really real way because, in my last video that I posted regarding my lipsticks, I can’t even tell you how much that video makes me cringe, even though it’s only a week and a half old” the 28-year-old confessed.

Instagram apology

Hill continued on to explain why her video had such a defensive and seemingly confrontational feel to it. Citing a sense of panic, Hill claims she let the pressure and the frustration she was feeling take over. “I just felt so much pressure and panicked to get a video up. I just wanted to defend my brand so bad and I look at that and I’m just like, ‘oh my gosh Jaclyn, like calm down’. I needed to take a step back for a moment and breathe, and I did not take that time” Hill admitted.

Safety concerns

Still, while some fans were receptive to the second apology, others were not as appeased. Disgruntled fans criticized Hill for once again failing to retract her statements that her lipsticks were safe to use. This claim, of course, is completely at odds with the reports of fans having allergic reactions, contracting cold sores, and having to take antibiotics after the usage of Hill’s products. Other perturbed fans pointed out that Hill waited several days to break her silence prior to releasing her apology video. They felt that Hill had adequate time to process what was happening and address it in a mature, professional, way.

Full refunds

For her part, Hill seems to be taking steps to make this poor situation better for her fans. In the video, she also made the announcement that she will be automatically issuing a complete refund (shipping included) to every, single, person who purchased one of her lipsticks regardless of quality. Hill claimed that on the back end of things she received many emails from fans who love their lipstick and have reported no issues. But, Hill believes it’s important to issue refunds to everyone to earn back the trust of her fans.

“I don’t care if 195,000 people loved a lipstick, if 3 people are having an issue, that’s what’s going to keep me awake at night. So it’s really important to me that I make this right. So I’m going to be issuing a full refund including shipping and tax to every single customer from Jaclyn Cosmetics because that’s the only thing that I feel is going to make things right” Hill declared.

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Moving past the lipstick controversy

Only time will tell if this gesture is enough to earn back the business of her fans. But, it’s certainly a step in the right direction. Certainly this apology video was a step up from the cringe fest that was her first video. Hopefully Hill is able to learn from this entire debacle, grow from it, and move forward. Really, that’s all any of us can do.