Following a public outcry from the beauty community, controversial beauty influencer Jeffree Star has responded to critics in a new YouTube video.
Titled ‘Doing What’s Right’, Star reflected on his behaviour on social media, which saw him embroiled in claims of racism and harassment towards 21-year-old MUA James Charles.
“Today, there are no excuses,” said Star in the ten minute film.
“Without ever really thinking about the ramifications of my words, my actions and for the first time in a very long time I'm really reflecting on my behaviour and mine alone,” he added.
In the video, he apologised to Charles and talked about the importance of inclusivity to his brand Jeffree Star Cosmetics.
“Whatever narrative anyone tries to spin of me, I am so fucking proud to own an inclusive make-up company. Since I opened my doors in 2014, I have created products for everyone,” he continued.
“Any product, shade or formula I’ve created has worked for any race, gender, and most importantly I want you guys to remember all beauty matters and from the very first ad I have always shown people of colour and anyone, no matter what size or body you are, or what gender you are, you are accepted in Jeffree Star Cosmetics.”
The 34-year-old went on to thank his friends and fans for supporting him and teased that August would be “very exciting” for the brand.
“Jeffree Star Cosmetics will never be slowing down, and I'm so excited for everything that’s coming in the rest of 2020,” he said.
The video has been viewed more than 7.5 million times.
How was it received?
Despite his apology and assurance that his behaviour will change online in the future, Star’s video has been met with conflicting views.
One Twitter user referred to the video as a “PR stunt”, while another described him as “disgusting”.
I just wasted 10 minutes watching a Jeffree Star video entitled “Doing What’s Right” and not once did he say
— BOY CHAD (@JARRETT) July 18, 2020
“I have had a racist past and present and I will work to dismantle my own racism and rebuild myself into a better person”
Don’t buy this PR STUNT 💀
I’d trust Jeffree Star’s apology more if he was actually honest and said “I saw an opportunity to surpass a 19 year old who was on top. I was both jealous and petty so I came for his spot” instead he says “I believed what people were telling me and they gassed me up.” https://t.co/EVFhSkx7fU
— Damon Fizzy␌ (@deefizzy) July 19, 2020
However, American YouTuber Karim Jovian took to Twitter to applaud Star for his “realness”.
Say what you want about @JeffreeStar
— Karim Jovian (@KJovian) July 19, 2020
But he showed his loyalty to a friend
He owned up to his actions
And he apologized
Loyalty, humility and apologia
Those vital things were expressed and it shows human growth
And realness