Jeffree Star faced some serious criticism on social media this past week after he teased his new Cremated makeup line. Many fans weren’t thrilled that Star chose the name Cremated for his new product and plans to release it in the middle of the COVID-19 pandemic.
On Saturday, the 34-year-old beauty influencer spoke up about the backlash in a video on his Instagram Stories and defended his recent business decisions, explaining that everything he does always comes “from a good place.”
“We’re celebrating here at the house. Cremated is no. 2 trending right now on all of YouTube and, b*tch, I’m a little shook,” said Star. “There’s a lot of people talking about it, it’s trending on Twitter and, b*tch, it might be the talk of the town right now. There’s a lot of positives, a few negatives, because everyone wants to have their opinion, but, baby, let’s talk about Cremated.”
Star told his fans that he’s never been one to play it safe, and his new product is more than just an eyeshadow palette. Featuring shades named Eulogy, Hearse Obituary, Angel of Death, The Morgue, Gravedigger, Embalmed, and Angel of Death, Star says his new Cremated smoky eye line has “so many meanings.”
Star explained that this is his art, it’s his and he created it for the world. He added that it’s allowed to be interpreted in many different ways. Getting real with his 16.1 million followers, he noted that his own father was cremated, as were his two dogs that passed away last year. He added that nothing ever comes from a negative place in his life, and if people take it that way, then that’s how they articulate things and that’s on them.
Star originally posted about his new Cremated line on Friday, May 15, and fans started voicing their objections to the name and tone of the new product immediately.
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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
One fan wrote that the name wasn’t “doing it” for them considering how many families have lost loved ones in recent weeks. Another said it was “inappropriate” to launch a product named Cremated at a time when thousands are dying.
“My mom died last year and she was cremated,” wrote an unhappy fan. “I am disgusted you would even call a pallet is everything a joke to you since your [sic] a millionaire?”
They added that the name was a “low blow,” and even though they loved Jeffree Star’s makeup they would never buy another one of his products ever again. Despite the criticism, there were plenty of Jeffree Star fans who came to his defense and told critics that there was no need to get offended over a makeup product.