Maybe that they don't know how to grow and change themselves. What do you say to people who don't think it's possible for you to have grown and changed? It's no secret that you're a polarizing and controversial figure. So to be able to have so many men wearing makeup and being fearless, it's such a dream. I would walk down the street when I was on tour, and people would look like I was a monster or a unicorn. And I love that those kids now, all these small towns, know that there's men that wear makeup. So to see it now with literally 12 year olds being makeup artists, being big on Instagram, it's so cool. Besides the greats like Bowie and Manson, I felt like there were really no people representing males in beauty. I remember 10 years ago, it was very crickets, right? I always felt very alone. He's successful on his own, and he has nothing to gain.ĭo you think that the popularity of queer people in beauty, because the audience so young, is helping to create a more accepting younger generation?ġ00 percent. So I really took a stance of honesty, and the consumer and the customer can really see that. People I used to be friends with would do that. Let's say L'Oreal offered to pay me $300,000 to say that their concealer was great. I don't want to say any names because I don't even know who has done that. I didn't need to lie or take money from a brand. When I came on this space, I didn't have anything to gain. I didn't just start doing tutorials in my bedroom and now I'm running my own business. I have my own brand, I own shipping fulfillment centers and real estate. I'm on YouTube, but I also have had a long history. Your subscribers and your fans and your followers seem to really trust you. In the beauty industry, which is entirely about consumption, so much hinges on trust. How do we make this different? Let's make a casket, let's make a bloody medical box. That's why I want to keep the excitement and keep creating really wild, crazy stuff. The consumers, even myself, it's just kind of stale. It's time for new blood, new faces, and it's a different evolution. So now, a lot of people are falling off that people don't believe in. It shook people and I weeded out the people that were liars. So I joined YouTube with my polarizing personality, being so cutthroat, brutally honest, not ever taking money for reviews, I came in really hot. How do we make it bigger, quicker?" That's always my goal. I had some old music videos on my channel, but I wanted to try YouTube and do it differently than what I saw my peers doing it the time. I had always been asked to do tutorials and no one had ever really seen me without makeup until I rejoined YouTube. I came from music, I had a cult following. When I entered the beauty world, it was kind of shocking. I am going to take a little bit of credit here. How do you think it has changed since you entered the space, and what do you think we're seeing happen right now? Star was also the only beauty influencer to make the list, as well as the only queer person. His following grew at an astronomical rate, and he's now the most followed beauty guru on YouTube, with almost 16 million followers, and last year Forbes named him as one of the top earners on the platform, netting $18 million in 2018. Star was in the right place at the right time, leveraging his persona to launch his beauty brand just as the nascent makeup community was beginning to coalesce online. Star funneled the last of his Myspace-era capital into a trio of liquid lipsticks, in the days before Kylie Jenner's billion-dollar beauty business was covering Forbes. Between his outrageous persona, Warped Tour-ready singles, Hot Topic-approved merch, and a body covered in tattoos, Star was both a product of his time and the person most ready and willing to sell that product.īut with the advent of YouTube, all that changed. While most of us were using Myspace's Top 8 feature as a form of social warfare, Star was pioneering the idea of building a brand online. The rise of Jeffree Star runs almost directly parallel to the rise of social media itself.
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