Jeffree Star Cosmetics

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Jeffree Star Cosmetics, LLC
Private
IndustryCosmetics
FoundedNovember 2014; 5 years ago (November 2014)
FounderJeffree Star
Headquarters,
United States
Area served
Worldwide
ProductsCosmetics, beauty products
Number of employees
50 - 100
Websitewww.jeffreestarcosmetics.com

Jeffree Star Cosmetics is an American cosmetics company founded and owned by Jeffree Star.[1] All products are both vegan and cruelty-free.[2] Star claims to have invested his life savings to start the company's makeup line with an initial three liquid lip colors.[1] The company is estimated to sell US$100 million annually.[3]

Background[edit]

The company was conceived by Star—and, partly, Kat Von D—in 2013. Star terminated his music career and invested fully into the company. In November 2014, the cosmetics company launched a collection of 3 lipsticks, and "every lipstick sold out".[1][4]

Products[edit]

Products released by the company sell out rapidly—Star has stated that one product released by them, "Jawbreaker", started to sell out within 5 minutes.[5] The company produces lipsticks, concealers, setting powders, highlighters, lip products, jackets, and mirrors. The company randomly sells mystery boxes on their website, including a mini box, premium box, and deluxe box.[6] Seven products—the "Androgyny" palette, the "Magic Star" setting powder and concealer, the "Velour Liquid Lipstick", the "Thirsty" palette, the "Liquid Frost" highlighter, and the "Blood Sugar" palette—were Cosmopolitan's favorite company products.[7] Products sold by the company are vegan and cruelty-free.[2]

2016–2018[edit]

In an interview for Nylon in April 2016, Star revealed the company's first eye shadow palette, titled "Beauty Killer", which was named after his only studio album. He also stated that he wanted to expand the company's products to include his "own moisturizer and foundation".[1] Like the palette following it, it included 10 shades.[8]

In January 2017, Star revealed another eye shadow palette, titled "Androgyny". It was released in March 2017.[9][10] Star named the palette after his "theme [of] life", and colors featured in the palette dramatically changed. He also revealed a "skin frost palette".[11] The company launched "The Star Family Collection" in October 2017. Some shade names were made from Star's pet Pomeranians.[12][13]

In January 2018, Star revealed the "Blood Sugar" palette, which included 18 shades. It was released in February 2018.[14] For the company's summer collection, Star revealed another palette titled "Thirsty".[15]

In August 2018, the first East Coast location to carry the cosmetics line was a Morphe Cosmetics store in Paramus, New Jersey.[16] In October 2018, the company started selling its products in Belgium and the Netherlands,[17] followed by France in November.[18]

In November 2018, Star released an "Alien" palette, coinciding with the release of a holiday collection,[19] which contained liquid lip sticks and scrubs.[20] It included the same number of shades as the "Blood Sugar" palette.[19] The aforementioned "skin frost palette", a highlighting palette titled "Supreme Frost Pro", was finally released in December 2018.[21]

2019[edit]

In March 2019, a successor to the "Blood Sugar" palette, "Blue Blood", was released. A collection coinciding with the palette also released.[22] In May 2019, Star revealed the company's first lip gloss collection, titled "The Gloss".[23] In August, Star announced that a collaborative palette with Morphe would be released. In conjunction with the palette, a brush set was launched.[24] Star stated that the collaboration was created mainly to make a palette that has a cheaper price point.[25] Unlike Androgyny, the collaborative palette contained 30 shades.[24] Jawbreaker, the company's "biggest release to date", was released in June 2019, along with a summer collection.[5] A smaller palette titled "Mini Breaker" was also released.[26]

In October 2019, Shane Dawson's documentary series The Beautiful World of Jeffree Star showcased behind the scenes of Jeffree Star Cosmetics. The series also documents the production of a new product product line, created by Star and Dawson. [27] On November 1, 2019, The Conspiracy Collection became available through the company's website and Morphe locations. Excessive traffic resulted in outages on Shopify and Morphe.com lasting hours.[28]

Two mystery boxes were launched on the website, a later one being a Halloween-themed one. The first one was criticized by some for not including beauty products in one box and missing items in another. However, the first one received mostly positive reviews.[6] The second one, released in October 2019, was criticized by some who received broken products.[29]

In 2019, the cosmetics line became available in Singapore[30] and Malaysia[31]. According to Jeffree Star Cosmetics website, as of October 24, 2019, the line is also available in-store in Bangladesh, Finland, Norway, the Philippines, Switzerland, and the United Arab Emirates.[32]

Robbery[edit]

On April 2, 2019, Star announced that one of the company's warehouses had been robbed; around US$2,500,000 was lost. Items stolen from the warehouse included the eyeshadow palette "Blue Blood" and a then-unreleased concealer, Magic Star. Some stolen products were resold on other websites. He consequently announced that "Magic Star" would be launched in May.[33][34][35] As revealed in The Beautiful World of Jeffree Star, no leads were discovered by the FBI.[36]

See also[edit]

References[edit]

  1. ^ a b c d Taylor, Jade (2016-04-06). "Jeffree Star Tells Us All About His Cosmetics Line". NYLON. Retrieved 2018-09-13.
  2. ^ a b Mychaskiw, Marianne (2016-04-06). "These Internet-Famous Liquid Lipsticks Are Selling Out as Fast as Kylie's Lip Kits". InStyle.com. Retrieved 2018-09-13.
  3. ^ Robehmed, Natalie. "Highest-Paid YouTube Stars 2018: Markiplier, Jake Paul, PewDiePie And More". Forbes. Retrieved 2019-10-21.
  4. ^ Jung, Helin (2017-09-07). "Meet the Real Jeffree Star: "I'm in a Different Place. I'm Growing Up."". Cosmopolitan. Retrieved 2019-10-21.
  5. ^ a b Perelli, Amanda (2019-06-21). "YouTube star Jeffree Star said his new beauty collection began selling out in 5 minutes, and it shows how fans treat the products like collector's items". Business Insider. Retrieved 2019-10-21.
  6. ^ a b Dodgson, Lindsay (2019-07-30). "Jeffree Star has come under fire from some customers and other YouTubers who say his mystery boxes are disappointing". Insider. Retrieved 2019-10-21.
  7. ^ Jowett, Victoria (2019-06-14). "7 Jeffree Star Cosmetics products we absolutely could not live without". Cosmopolitan. Retrieved 2019-10-21.
  8. ^ Sciarretto, Amy (2016-06-02). "Here's When To Get The Next Jeffree Star Palette". Bustle. Retrieved 2019-10-21.
  9. ^ Tai, Cordelia (2017-03-02). "Jeffree Star's Androgynous Eyeshadow Palette Is Almost Here". theFashionSpot. Retrieved 2019-10-21.
  10. ^ Morel, Chantel (2017-02-02). "Jeffree Star JUST Revealed the Inside of the Androgyny Palette". Allure. Retrieved 2019-10-21.
  11. ^ Denton, Elizabeth (2017-03-04). "MAJOR Details About Jeffree Star's Skin Frost Pro Highlighting Palette Straight From Star Himself". Allure. Retrieved 2019-10-21.
  12. ^ "Jeffree Star's dogs: Names, ages and everything you need to know about the YouTuber's Pomeranians". PopBuzz. Retrieved 2019-10-21.
  13. ^ Hourigan, Alexandra (2017-10-10). "Jeffree Star's new collection has finally dropped!". finder.com.au. Retrieved 2019-10-21.
  14. ^ Hourigan, Alexandra (2018-01-21). "Jeffree Star is dropping a totally loveable Valentine's Day collection". finder.com.au. Retrieved 2019-10-21.
  15. ^ Flink, Tanya (2018-06-01). "Jeffree Star Cosmetics to Launch New Vegan Eyeshadow Palette". LIVEKINDLY. Retrieved 2019-10-21.
  16. ^ Shkolnikova, Svetlana (2018-08-11). "Jeffree Star draws thousands to Garden State Plaza for Morphe store opening". North Jersey. Retrieved 2019-04-08.
  17. ^ Sandler, Emma (2019-01-31). "How Jeffree Star Cosmetics used predictive modeling in its European launch". Glossy. Retrieved 2019-10-21.
  18. ^ Driver, Robin. "Jeffree Star Cosmetics launches in France". FashionNetwork.com. Retrieved 2019-10-24.
  19. ^ a b Jowett, Victoria (2018-11-01). "There's a new Jeffree Star eyeshadow palette coming, and the internet can't cope". Cosmopolitan. Retrieved 2019-10-21.
  20. ^ Hourigan, Alexandra (2018-10-31). "What's in the Jeffree Star 2018 holiday collection and where to buy it". finder.com.au. Retrieved 2019-10-21.
  21. ^ Capon, Laura (2018-11-24). "Prepare yourselves because Jeffree Star is launching a Northern Lights palette". Cosmopolitan. Retrieved 2019-10-21.
  22. ^ Dyer, Gabrielle (2019-03-15). "PSA: Jeffree Star's new Blue Blood Palette is en route". Cosmopolitan. Retrieved 2019-10-21.
  23. ^ Dyer, Gabrielle (2019-05-29). "Jeffree Star just revealed his new The Gloss lipgloss collection". Cosmopolitan. Retrieved 2019-10-21.
  24. ^ a b Dyer, Gabrielle (2019-08-07). "A Jeffree Star x Morphe eyeshadow palette is coming, and the internet has a lot of feelings". Cosmopolitan. Retrieved 2019-10-21.
  25. ^ Dommu, Rose (2019-09-11). "Jeffree Star on Why the Beauty Industry Is Dominated by Queer Men". www.out.com. Retrieved 2019-10-21.
  26. ^ Jowett, Victoria (2019-06-21). "OMG Jeffree Star's new Jawbreaker palettes have *just* gone on sale". Cosmopolitan. Retrieved 2019-10-21.
  27. ^ Raga, Pippa. "What You Need to Know About Jeffree Star and Shane Dawson's New Makeup Collab". Distractify. Retrieved 2019-10-21.
  28. ^ "The Shane Dawson And Jeffree Star Makeup Collection Crashed Shopify And People Are Losing It". BuzzFeed News. Retrieved 2019-11-02.
  29. ^ Krause, Amanda (2019-10-21). "People say they're receiving broken highlighters from Jeffree Star's makeup line, but the beauty mogul is blaming it on the Postal Service". Insider. Retrieved 2019-10-21.
  30. ^ Qiu Min, Ooi (2019-01-14). "Jeffree Star Cosmetics Makes Its Singapore Debut | L'Officiel Singapore". www.lofficielsingapore.com. Retrieved 2019-10-24.
  31. ^ Lee, Jolin (2019-10-11). "Cult beauty brand, Jeffree Star Cosmetics has finally reached Malaysian shores". Lifestyle Asia. Retrieved 2019-10-24.
  32. ^ "F.A.Q". Jeffree Star Cosmetics. Retrieved 2019-10-24.
  33. ^ "YouTuber has '$2.5m worth' of make-up stolen". BBC News. 2019-04-03. Retrieved 2019-10-21.
  34. ^ Henderson, Cydney. "Jeffree Star reveals 'black market' burglars stole $2.5 million worth of makeup". USA TODAY. Retrieved 2019-10-21.
  35. ^ Preston, Hannah (2019-04-02). "Jeffree Star reveals "horrific" story of thousands of products stolen and sold on black market". Newsweek. Retrieved 2019-10-21.
  36. ^ Contreras, Cydney (2019-10-11). "Jeffree Star Calls Cosmetics Robbery a "Targeted" Attack on Him and Shane Dawson". E! News. Retrieved 2019-10-21.