Beauty Store Business magazine - January, 2020

The Morphe X Jaclyn Hill Palette Launches Tomorrow

The highly anticipated palette debuts on Wednesday, June 21 at 8 a.m. PST

The Morphe X Jaclyn Hill Palette that's been two years in the making has fans of the cult-favorite brand and the Insta-famous YouTuber elated. Hill has collaborated with Morphe in the past, with her Jaclyn Hill Favorites palette and her Jaclyn Hill's Favorite Brushes collection; however, the new Jaclyn Hill Palette features 35 brand-new eyeshadow shades in a range of mattes, shimmers, satins, foils and glitters—using all-new formulations.

Morphe president Linda Tawil worked with Hill from the palette's conception to its completion, and Hill meticulously choose each color in the palette. Unsatisfied with traditional pressing techniques to make eyeshadows, the pair worked together to give each shade improved pigmentation and texture.

“Every shade, formula and texture in this palette had to be perfect," Tawil says. "We tested each and every shade at least 10 times. In the process, we reinvented the way the shadows were pressed to deliver the best color payoff with a smooth and consistent application.”

The Morphe X Jaclyn Hill Palette launches in Morphe's Burbank, California, store and online at tomorrow, June 21, at 8 a.m. PST. Expected to sell out for its first run, the palette retails for $38.

For more information and behind the scenes footage, visit