In a statement on July 10, makeup brand Morphe Cosmetics dumped YouTube beauty influencer Jeffree Star. Taking to their Twitter account, the brand announced, “Today we’ve made the decision to cease all commercial activity related to Jeffree Star and affiliated products.”
This comes hot on heels of Star being called out for his bigoted statements and the increasing backlash he and his co-collaborator Shane Dawson have been facing. Resurfaced videos show Star using racist and other types of offensive language while three of Dawson’s videos were demonetized. “We expect this to conclude within the coming weeks. As we look to the future, we will continue to share updates on what lies ahead for the Morphe brand,” the statement continued to read.
Star was once the star collaborator with the brand, launching several lines with the company. The YouTube creator took to Instagram to respond to the brand’s announcement that took him by surprise. “We are shocked and extremely saddened by the decision of our former retail partner Morphe Brushes on parting ways with our brand and Jeffree.”
Star’s loyal fanbase is relentlessly advocating for him on Twitter. “So there’s no point in buying Morphe’s cheap s**t anymore, the only reason people go in morphe stores is for JSC (Jeffree Star Cosmetics),” tweeted one. “Always stand with you the only reason I went into morphe was for this brand… I won’t be going in there anymore,” one commented on his Instagram.
The beauty influencer has apologized for his past actions. And so his supporters believe he must be given another chance. “Today I learned there is no point to grow as a person and change for the better because 10 years ago is who we all are, right? Solid.” But this isn’t entirely true as Morphe has previously stated that “Jeffree Star has acknowledged mistakes made in the past and has apologized, taken accountability, and worked hard to make amends within the community.”
But many pointed out it is high time that he be canceled. “@JeffreeStar the tea has been dumped all over you. You should’ve been cancelled since you’re a racist. Can’t relate.” Another said, “Totally unfair on Jeffree Star lmao what?? Jeffree is 10x worse than Shane and if anything, he should have been cancelled a long time ago and I think Morphe will do just fine without his promo if not even better.”
There are also those calling out the brand for only dropping Star and not other problematic people it is associated with. “Well tbh if the reason is racism and everything that’s Jeffree did you might as well take everyone that collabs with morphe off like James and manny and Laura lee and etc because everyone has had their fair shade of tea and drama and racist comments. Just a train of thought.”
There are those, however, who support Morphe is their decision. “THANK YOU MORPHE ABOUT TIME!! I’ll def start buying again, for those of you who don’t understand why, he has apologized, but he also hangs out w 2 known racists, also, he’s besties w Shane Dawson’s pedo ass, & he hasn’t even spoken out about it which I really hoped he would.” Another user supported Morphe and said, “Anyone who still supports Jeffree star is a racist by association.”