Beauty influencer and makeup brand creator Jeffree Star was yet again embroiled in another scandal involving his Jeffree Star Cosmetics company.
Star received a lot of criticism when he revealed his new makeup collection, named the Cremated Collection, deemed by social media users as an insensitive theme amid the coronavirus pandemic.
Star’s Cremated collection existed of a 24-pan eyeshadow palette made with gray, black and earthy tones embossed with images of urns and tombstones with shade names such as “Grave Digger,” “Death Certificate,” “The Morgue,” “Mausoleum” and “Casket Ready.”
Star also held a photoshoot for the Cremated Collection at the Hollywood Forever Cemetery, where he posed outside a mausoleum with models dressed in black.
Star Responded About The Criticism On His YouTube Channel
In a 20-minute YouTube video, Star responded to the criticism and said, “Nothing ever comes from a bad place, so if you were thinking that, absolutely not. My brand, I created this to make people smile. I created a brand for all the weirdos and people that didn’t really feel like they fit in, so in no way was this created to be offensive ever.”
He stated that the collection had been in the making for over a year now and that his trademark was approved last September before the Covid-19 outbreak.
Star also stated that he delayed the launch of his new collection by a month and a half, but made the decision to launch the collection in order not to mess up his launch schedule and sell expired products to his customers.
Star’s Perseverance Paid Off
Star said, “There were some people saying, ‘Jeffree, it’s a little weird timing, there’s a lot going on in the world.’ But for me, this is art and I never came from a negative place you guys. My own father who passed away and my two dogs that passed away last year are all cremated and it is a tradition in my family.”
Despite all the criticism and backlash, Star launched the collection which also included lip gloss in shades named “Coroner’s Kiss,” “Heaven’s Gate,” “Funeral Parlour” and “Six Feet Under.”
Star’s Cremated Collection recorded $3.4 million in earned media value, which was roughly 15 percent of the brands total earned media value in May, according to Tribe Dynamics, a software company that quantifies consumer social media engagement with its term “earned media value.”