In May, Jeffree Star released an eyeshadow palette called ‘Cremated’ consisting of ‘gothic neutral’ shades. Even though the public loved the idea at first, it started a controversy. And, Star even responded to the backlash saying that he didn’t mean anything negative by the name.

Star, when announcing the release of ‘Cremated’, had posted a photo of the palette with a caption that had the sentence ‘Get ready to be deceased’. He later said in his 23-minute long unveiling video that the palette was named as such to match his new catchphrase ‘I’m deceased’. He even said that when he and his friends find something amusing, they tend to yell, ‘B****, I’m cremated!’, just like people comment different versions of ‘Dead’ when they see a hilarious meme or clapback on social media.

In the unveiling video, he shows the 24 shades which include names such as ‘R.I.P’, ‘Death Certificate’, and ‘The Morgue’. And, it received 4 million views and even reached the #1 trending spot on the platform within 24 hours. Later, Star posted to address the reactions to his latest product. Even though critics said that the Star was being insensitive by naming the eyeshadow palette ‘Cremated’ during a pandemic, Star told his 16 million Instagram followers and 18 million YouTube subscribers that overall the feedback that he has been receiving is amazing.

Star also announced that he had been working on this project for about a year and that the trademark name was approved last September. Also, he delayed the launch by one and a half month considering everyone’s mental state, but then went on to release it because the rest of Star’s year is packed with other projects and he wants his customers to not wait anymore.

Moreover, Jeffree said that his father was cremated and so were his two dogs last year, and that if anyone is trying to find faults in the name, it’s how they perceive things, and not how Star intended it to be. He said people are allowed to feel how they do, but he never meant anything in a negative tone.