Morphe Has Officially Cuts Ties With Jeffree Star Cosmetics After Jackie Aina Speaks Out

Kelsey Stiegman
Photo credit: Stefanie Keenan - Getty Images
Photo credit: Stefanie Keenan - Getty Images

From Seventeen

It's just another day of drama in the beauty world and, per usual, Jeffree Star is at the very center. Following Tati Westbrook's denouncement of Jeffree, many other beauty vloggers are following suit.

Jackie Aina, who has called out Jeffree for "blatantly racist behavior" in the past, told fans earlier this month that she has ended her relationship with Morphe, due to their continued support of Jeffree Star Cosmetics. Her statements inspired A-list beauty YouTubers across the internet to take part in a public protest of Morphe products – and it actually worked.

On Friday, the beauty retailer – famous for their vlogger collabs – announced that they will no longer sell Jeffree Star Cosmetics.

"Today we've made the decision to cease all commercial activity related to Jeffree Star and affiliated products," Morphe wrote on Twitter. "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."

Jeffree Star himself has not yet addressed the controversy on his personal social media accounts – he's basically been MIA since Tati's video, only resurfacing for a random photo shoot with Blac Chyna. Jeffree Star Cosmetics, however, shared a statement on their Instagram.

"We are shocked and extremely saddened by the decision of our former retail partner Morphe Brushes on parting ways with our brand and Jeffree," the statement reads.

"Over the past 5 years we’ve accomplished amazing things together and released iconic products. We are proud of everything we’ve accomplished with them. What’s next? We have an incredible remainder of 2020 planned and are excited to share our new products with you and our partners around the world. We know our customers will continue to create, inspire, and push the boundaries of our art."

View this post on Instagram

Dear Star Family...

A post shared by Jeffree Star Cosmetics (@jeffreestarcosmetics) on Jul 10, 2020 at 3:40pm PDT

Prior to their statement, Morphe told Insider that Jeffree is "not an investor. He's not a co-owner. Our only relationship is through retail distribution of Jeffree Star Cosmetics and our 2019 MorpheX collaboration." Jeffree, however, tells a different story.

In a YouTube video posted in April 2020, Jeffree claims he's a Morphe investor. "It's called Morphe Brushes. So it's like a company that I'm invested in – I have my own brand in the store," he says. From there, Jeffree goes on to explain that "we have 75 new [Morphe] stores opening this year by Christmas."

Now, all of this is important to note, because judging by their statement, which specifically cites "commercial activity," Morphe might still free to work with Jeffree financially, should he decide to invest or continue investing in the brand.

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