Beauty entrepreneur Jeffree Star responds to claims of ‘racism’ in new video

Last week Star was dropped from his partnership with Morphe after being embroiled in claims of racism and harassment

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.”

His actions resulted in the end of Star’s working relationship with cult beauty brand Morphe, which has released two cosmetic collaborations with the influencer.

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”.

However, American YouTuber Karim Jovian took to Twitter to applaud Star for his “realness”.

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