YouTube stars Jeffree Star, Shane Dawson have a Conspiracy for your face
The pair's much-anticipated makeup collection arrived Friday, and sold out within hours.
Alexandra GarrettAssociate Editor
Alexandra is an associate editor on CNET's Performance Optimization team. She graduated from Marymount Manhattan College in New York City, and interned with CNET's Tech and News teams while in school. Prior to joining CNET full time, Alexandra was a breaking news fellow at Newsweek, where she covered current events and politics.
If you think eye shadow and lip balm can't cause online mayhem, you haven't been following the hype around the Conspiracy makeup collection from YouTube celebrities Jeffree Star and Shane Dawson, who combined have 39.4 million subscribers.
Star, a model, makeup guru and entrepreneur, and Dawson, an actor, comedian and conspiracy theorist, teased their makeup collaboration for a year and finally revealed it Tuesday via a YouTube video that as of this writing, has gotten more than 14.7 million views. The collection went on sale Friday, featuring products like an 18-shade "Conspiracy" eye shadow palette, pig-shaped hand mirrors and lipsticks with names like "Oh My God," "I Gotta Go" and "Jeffree, What the Fuck?" Another is named Ryland, after Dawson's fiance, fellow YouTuber Ryland Adams.
The eye shadow palette name refers to the controversial conspiracy-investigating videos that built Dawson's massive YouTube following, while the pig motif refers to his tendency for self-deprecating humor -- specifically comparing himself to the farm animal.
"I'm literally going to spend 1-3 paychecks on this collab and feel no shame whatsoever," one Twitter user wrote.
Dawson and Star gave viewers a detailed behind-the-scenes look at the creation of their collection through their six-part YouTube docu-series, The Beautiful World of Jeffree Star. It's peeled back the curtain on the makeup industry in an unprecedented way, revealing everything from the cost of developing the products to how they're packaged and distributed. One episode drew upward of 24 million views.
Prices range from $18 (about £14, AU$ 26) for lipsticks and lip glosses to $40 (about £31, AU$58) for makeup bags, $52 (£40, AU$75) for the 18-shade eye shadow palette and $210 (£162, AU$304) for the works.
Dawson's clothing merchandise sold through Star's Killer Merch sold out less than an hour after launch on Oct. 15, and the idea that the makeup collection would also go fast caused a bit of angst on Twitter. "There's only one million palettes," one Twitter user wrote in all capital letters, along with a GIF from The Hunger Games with the quote "May the odds be ever in your favor."
It's likely Dawson and Star will film the upcoming launch, stock and restocking process for their series, but it's still unknown whether they'll address drama between competing YouTube beauty stars, like they said they would. As entertaining as it would be to hear Dawson and Star's commentary on the state of the beauty industry, it'll be more rewarding to see how Jeffree Star Cosmetics will handle the massive rush to get their lipsticks and pig mirrors.
Originally published Oct. 31. Update, Nov. 1: Adds that Morphe sold out in less than an hour and the Jeffree Star Cosmetics website crashed.