Jefree Star is an internet celebrity and makeup influencer who has ridden the waves of the early internet.
As a Youtuber, he gained attraction through his makeup reviews and tutorials. Through his humor and relatability, he was able to amass a large audience, which particularly enjoyed his bluntness and authenticity–however, it would later cause controversy within the LGBTQ+ community.
The makeup influencer was not like his peers; he would give honest reviews on makeup and would refuse to be bought out. This would solidify his place as an influencer for the people, giving blunt statements on makeup brands and not being afraid to call out major beauty corporations.
Star decided to create a cosmetics company, “Jeffree Star Cosmetics,” where he sells affordable yet high-quality makeup. Specifically, his bestsellers are his eyeshadow palettes. He has been quite proud of the success of his makeup palettes, going on to flex his wealth on social media, which is common for influencers and celebrities.
Yet in the wake of new events, people are starting to mock and ridicule Star, who would previously look down on brands that were once sold in “good” retailers like Sephora or Ulta, but were now being sold at retailers such as T.J. Maxx.
Graphic: Naomi Toraason
Star viewed those brands and products with his nose turned up, but now his eyeshadows are being sold at Dollar Tree. His brand has become what he used to mock, which has caused quite a stir for the beauty community. Star’s haters are reveling in these events, calling him “broke” and “unsuccessful.”
On this matter, Star has already spoken out. On TikTok, he said that this ordeal had been “news to me” and that he “had no idea” that Dollar Tree would be selling his products. He said that his liquidator had made a deal with Dollar Tree without his knowledge.
There was too much inventory, so Star decided to sell the eyeshadows to his liquidator, who then made a deal with Dollar Tree–which was perfectly legal, though Jeffree Star was merely unaware of it. With this explanation, it reduced the rumors that his business was going through rough patches.
There are still a good majority of people who see this as a sign that Jeffree Star isn’t as successful as he promotes himself to be. If they’re being sold for a dollar and 25 cents, then the liquidator must have paid less for the bulk shipment. After all, they must make a profit somehow.
The accuracy of this theory is still unclear, despite Jeffree Star’s response. However, in the end what people are most notably focusing on is the irony of this situation. It seems like he’s embarrassed that he’s ironically become what he used to sneer at, having once popular products being sold at cheap retailers.
