Move Over James Charles, There’s a New Sheriff in Town

Nowadays, everyone seems to know who Shane Dawson is –  the youtube dinosaur that’s been on the web since 2006. His videos are kind of random, but he’s most well known for his conspiracy videos.

On the complete opposite side of Youtube is Jeffree Star – a billionaire with an eye for makeup. On the surface, these two have nearly nothing in common and seem like an odd pairing, but somehow they really make it work. In 2018 Shane Dawson made a five-part series about the life of Jeffree Star that earned 100 million views. This made the audience want more, and the duo did not disappoint.

Dawson and crew decided to make yet another series with Jeffree Star, but this time, focusing on the makeup. The duo announced they would be coming out with a new collection together. The series was made up of six parts, around 57 minutes each, where they showed the behind the scenes of producing a makeup collection.

The series quickly gained popularity, not only because of Dawson's 23 million subscribers, but because the series talked about topics never openly discussed before on this type of platform. The number of units that would be produced, how much they are up charging, and what profit they will take home are all topics discussed. 

The announcement of the collection really took the makeup world by storm – having someone have such creative control over something they really have no experience with was risky, but they were able to pull it all off. 

The Conspiracy Palette ($52) sold out in an hour, and over a million units were purchased. This was the biggest drop in Jeffree Star Cosmetics’ history. The whole collection is made out of two eyeshadow palettes, lip gloss, lipstick, and pig-shaped mirrors. The collection followed a conspiracy, pig, and food theme, which definitely has not been done in the past.

Dawson and Star released the fact that they were very nervous if the launch would be successful because the products are so unlike anything done in the past. Clearly, there was nothing to worry about. Some fans hope for another collaboration with the two Youtube stars, and here at The Edge, we cannot wait to see what they do next.