Jeffree Star Cosmetics

Jeffree Star Cosmetics is an American makeup brand founded by internet personality and musician Jeffree Star. The business was conceived in 2013 after Star ended his music career and committed his personal savings to building a cosmetics company. It formally launched in November 2014 with three Velour Liquid Lipstick shades. Jeff Cohen, an early investor and business partner, is identified as a co-owner of the company. The brand developed around highly pigmented, visually distinctive makeup supported by Star's large online audience and direct-to-consumer distribution. Its assortment expanded from liquid lipstick into eyeshadow palettes, highlighters, concealers, setting powders, lip gloss, lip balm, facial spray, eyeliner, mirrors, apparel and themed mystery boxes. The company states that its products are vegan and cruelty-free. Several product families use strong thematic color concepts and elaborate packaging, including the Blood Sugar, Blue Blood, Blood Lust, Blood Money, Orgy and Pink Religion collections. A major phase of expansion occurred between 2016 and 2019. Beauty Killer became the brand's first eyeshadow palette, followed by Androgyny, Blood Sugar, Thirsty, Alien, Blue Blood and Jawbreaker. The brand also introduced The Gloss, Magic Star concealer and setting powder, and a collaboration with Morphe that was designed in part to reach a lower price point. International availability expanded through European distribution in Belgium, the Netherlands and France, while selected Morphe stores in the United States carried the line. Jeffree Star Cosmetics gained substantial visibility through online launches, influencer media and limited or themed releases. The November 2019 Conspiracy Collection, developed with Shane Dawson, generated unusually high demand and contributed to temporary outages on Shopify and Morphe's website. The same period also brought extensive behind-the-scenes exposure through Dawson's documentary series about Star and the brand. The company has also faced controversy and legal disputes connected to its founder, product launches and intellectual property. In 2017, Black Moon Cosmetics brought a copyright-infringement case against the company, Star and Manny MUA; the matter was later settled. LunatiCK Cosmetics separately pursued a trademark action concerning Lip Ammunition packaging, which was dismissed and closed. In 2020, Morphe ended its commercial relationship with the brand amid allegations involving Star; the allegations and resulting business separation became a significant reputational turning point. The estate of Anna Nicole Smith also filed a copyright action in 2020. The brand continued releasing collections after the Morphe separation, including Blood Lust, Orgy, Blood Money, the Blood Sugar Anniversary Collection and Pink Religion. Its positioning remains founder-led, internet-native and centered on color cosmetics, dramatic visual identity, frequent collection launches and direct engagement with online beauty consumers.

Jeffree Star Cosmetics grew out of Jeffree Star's transition from music and online celebrity into beauty entrepreneurship. Star conceived the company in 2013 and invested his savings into establishing a makeup line. The company launched in November 2014 with three Velour Liquid Lipstick colors, using a direct-to-consumer model and Star's established internet following to reach customers. The initial lipstick business expanded into broader color cosmetics. In 2016, Star disclosed Beauty Killer, the company's first eyeshadow palette, named after his only studio album and containing ten shades. Androgyny followed in 2017 with a substantially different color story, along with a Skin Frost highlighter palette and the Star Family Collection. These releases established the brand's practice of building themed collections around strong visual concepts, shade narratives and distinctive packaging. The 2018 product cycle broadened the brand's reach and assortment. Blood Sugar introduced an 18-pan red-themed palette, while Thirsty, Alien and Supreme Frost added further eyeshadow and highlighting concepts. The company also began distribution through a Morphe store in Paramus, New Jersey, and entered Belgium and the Netherlands in October, followed by France in November. In 2019, Blue Blood, Jawbreaker and Mini Breaker expanded the palette business. Magic Star concealer and setting powder, The Gloss and other lip products moved the company beyond eyeshadow and lipstick. A warehouse theft announced in April 2019 affected products valued by the company at approximately $2.5 million, including Blue Blood and unreleased Magic Star stock. The incident received broad online attention, particularly because some stolen products appeared on resale platforms. Later that year, the brand collaborated with Shane Dawson on the Conspiracy Collection and related products. Demand on the November 2019 launch date caused temporary outages affecting Shopify and Morphe websites. Dawson's documentary series also presented behind-the-scenes material about the business and its product development. In 2020, the brand introduced Blood Lust, Orgy and Blood Money, demonstrating its continued reliance on large, themed launches. The same year was a major commercial and reputational inflection point: Morphe ended its commercial relationship with the company following allegations involving Star. Jeffree Star Cosmetics continued operating independently and released further products, including the Blood Sugar Anniversary Collection in 2021 and Pink Religion later that year. The company has faced several intellectual-property disputes. Black Moon Cosmetics sued Jeffree Star Cosmetics, Jeffree Star and Manny MUA in 2017 in a copyright case that was later settled. LunatiCK Cosmetics brought a trademark action concerning Lip Ammunition packaging; the case was later dismissed and closed. In 2020, the estate of Anna Nicole Smith filed another copyright lawsuit. These disputes, together with controversies surrounding the founder, form an important part of the brand's public history.

1. 2020Morphe commercial separation

   Morphe stopped commercial activities with Jeffree Star Cosmetics.

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2. 2019Conspiracy Collection launch

   The Shane Dawson collaboration launched amid exceptional online demand and website outages.

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3. 2018European distribution expands

   The brand began selling in Belgium and the Netherlands, followed by France.

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4. 2016Beauty Killer introduced

   Beauty Killer became the company's first eyeshadow palette.

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5. 2014Commercial launch

   The company launched with three Velour Liquid Lipstick shades.

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6. 2013Company conceived

   Jeffree Star conceived the cosmetics business after ending his music career and began investing his savings into it.

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Founder-led, internet-native color cosmetics with high-impact pigmentation, theatrical packaging, themed collections and vegan, cruelty-free product claims.

• Velour Liquid LipstickLiquid lipstick2014

  The brand's original product line, launched in 2014 with three shades. It became a foundation for the company's expansion into wider color cosmetics.

• Blood SugarEyeshadow palette2018

  An 18-shade red-themed eyeshadow palette released in 2018 and later followed by a Blood Sugar Anniversary Collection.

• Magic StarConcealer and setting powder2019

  A complexion-focused line incorporating concealer and luminous setting powder, developed as the company expanded beyond eye and lip products.

• The GlossLip gloss2019

  The company's first lip gloss collection, introduced in 2019 as a new lip-product format alongside its established liquid lipstick range.

• Blood LustMakeup collection2020

  A purple-themed collection released in 2020 with an 18-pan palette, glosses, Extreme Frost highlighter and a mini lipstick bundle.

• OrgyMakeup collection2020

  The brand's first nude-colored collection, including 30-pan and mini eyeshadow palettes, glosses, a nude lipstick vault and Magic Star setting powder.

• Blood MoneyMakeup collection2020

  A green-themed collection released in 2020 with an 18-pan palette, glosses, lip balm, highlighters and the brand's first Automatic Eyeliner shades.

• Pink ReligionMakeup collection2021

  A pink-themed 2021 collection featuring an 18-pan palette, highlighter palette, Velvet Trap shades, lip balms and facial spray.

• 2019Conspiracy Collection

  United States · online markets

  A collaboration with Shane Dawson supported by a documentary series and a major online launch through the brand's website and Morphe locations.

  Outcome. Exceptional demand caused temporary website outages.

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• 2020Continuation of independent collection launchesStrategy

  Morphe ended its commercial relationship with the brand in July 2020.

  What changed. Jeffree Star Cosmetics continued releasing large themed collections, including Orgy and Blood Money.

  Aftermath. The brand remained active with a product portfolio centered on direct and online beauty sales.

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• 2019Launch of Magic Star concealerProduct launch

  The product had been stolen from a company warehouse before its planned release.

  What changed. The company proceeded with the launch in May 2019.

  Aftermath. The theft generated substantial publicity and some stolen products appeared on resale websites.

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• 2020Morphe relationship ends amid allegations involving Jeffree StarControversy

  Morphe ceased commercial activities with the company after allegations concerning racism, blackmail and manipulation involving Star.

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• 2019Jeffree Star Cosmetics reports a warehouse theft

  The company announced that products including Blue Blood and an unreleased concealer had been stolen from a warehouse; some items later appeared for resale.

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• 2016Jeffree Star Cosmetics expands into eyeshadow with Beauty Killer

  The brand revealed Beauty Killer, its first eyeshadow palette.

  Product launch
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• 2014Jeffree Star Cosmetics launches its first three Velour Liquid Lipsticks

  The company entered the market with three liquid lipstick shades.

  Product launch
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1. Jeffree Star Cosmetics