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Jeffree Star raised more than a few eyebrows when his latest palette, called "Cremated," hit his social channels. On May 17, the YouTuber and beauty mogul unveiled the new product, part of a larger collection launching on May 22, and it included names many deemed inappropriate and insensitive given, you know, that the world is currently in the midst of a global pandemic. Following Jeffree’s unveiling, people took to social media to share their concerns and now Jeffree himself is speaking out on the backlash.
The star addressed the controversy in a Snapchat video, which has reportedly been deleted but has popped up on Twitter. "There's a lot of talk on Twitter..." Jeffree prefaced his video, talking directly to the camera and wearing a dark smoky eye that was probably created with his new palette. "'Cremated,' or any palette I've ever created, is my art. It's not just an eyeshadow palette, it's way more than that. There are always so many meanings with my art, and that's what it is. It's mine."
Jeffree continued by saying the name can be interpreted in several different ways. When he announced the palette, he spoke about the name and its meaning to him in a YouTube video, saying, "Cremated is, like, my iconic catchphrase. You know when you’re blown away by something, and it’s so sickening? Me and my friends like to say, ‘B*tch, I’m cremated. Baby, I’m deceased.'” In that same video, Jeffree mentions that the palette was created in September 2019 and its launch was moved back a month from April due to the COVID-19 pandemic.
Jeffree claims that the 'Cremated' collection's name isn't meant to be taken negatively. "I created it for the world, it is allowed to be interpreted any way that anyone wants to take it, but I always come from a good place," he shared in his Snap video. "This palette is f*cking sickening. I'm so proud of it."
The makeup artist also added that he's experienced loved ones being cremated, so the palette's name has significance on that level too. "On a real level, 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," he said. "If you take it that way, that's how you articulate things, but b*tch, not me!"
Teen Vogue reached out to Jeffree Star Cosmetics for comment on May 17.
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Originally Appeared on Teen Vogue