Beauty vlogger Jeffree Star has taken to YouTube and addressed the controversy over the name of his new makeup palette. That’s right, on Wednesday, May 20, the internet sensation responded to the major backlash over his latest collection, called “Cremated.” For this who missed it, some people were seriously not happy with the name and felt that it was “insensitive” amid the coronavirus pandemic.
“For me, this is art and I never come from a negative place, you guys,” the 34-year-old explained in the recently uploaded, 21-minute video. “So if you were thinking that, absolutely not. My brand is to, like, I created this to make people smile. I create a brand for all the weirdos and people that really didn’t feel like they fit in. So, in no way was this created to be offensive, ever.”
He then went on to explain that the collection had already been delayed once before, and that he had made the executive decision to release the makeup. He continued, “I’m never discrediting anyone’s feelings. Everyone is allowed to feel how they want and interpret things how they does o just know I only come from a good place.”
As fans know, Jeffree introduced the “Cremated” collection on Friday, May 15, in an Instagram post.
“Introducing the #CREMATED eyeshadow palette and collection! This one of a kind spooky @jeffreestarcosmetics 24 pan gothic dream will wake up the makeup world!” he wrote at the time. “Get ready to be deceased.”
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Introducing the #CREMATED eyeshadow palette & collection!!!! ⚱️ This one of a kind spooky @jeffreestarcosmetics 24 pan gothic dream will wake up the makeup world! The FULL reveal video will be on my channel TOMORROW morning!!!! 🖤 Get ready to be deceased. Extreme payoff. 🕊 With our iconic mattes & new extreme sparkle metallic formula 🤍©️ #jeffreestarcosmetics #vegan #crematedpalette
The makeup mogul explained in a YouTube video posted the next day that he got the name from a saying he and his friends say when they find themselves particularly “mesmerized” by something.
“B***h, I’m cremated,” he joked.
Although many fans were pretty excited about his new product, some viewers started to slam the name.
“Jeffree Star rly released a CREMATION themed palette in the middle of a global pandemic in which the bodies of thousands killed by COVID are being cremated,” one Twitter user wrote. “And STILL his deranged lil’ fans will eat it up.”
For those who missed it, over 4,800,000 people have contracted the coronavirus so far, resulting in more than 317,000 deaths.
“To those who find a cremation palette launch during a pandemic acceptable, please feel free to let the millions of families who lost loved ones, were unable to have a proper burial and had no choice but to have a cremation for their loved one why you feel so strongly,” another person added.
At the time, Jeffree took to his Instagram Stories in a since-deleted video to seemingly address the situation.
“There’s a lot of talk on Twitter. [The palette] is mine — I created it for the world. It’s allowed to be interpreted any way that anyone wants to take it, but I always come from a good place,” he said in a video. “My own father was cremated, my two dogs that passed away last year were cremated, so nothing ever comes from a negative place in my life. So if you take it that way, that’s how you articulate things, but b***h, not me.”
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