Makeup entrepreneur Jeffree Star has faced backlash over the name of his new eyeshadow palette: “Cremated”.
Critics are calling it “insensitive” at a time when hundreds of thousands of people are losing their lives to Covid-19.
On Sunday, the YouTube star announced to his 18 million followers that the new product would be available from May 22, in a monochromatic setting that reflected the gothic themes behind the palette.
Though much of the feedback has been positive, Star has provoked headlines over the funereal name of his new collection, and its timing during a deadly pandemic.
His original Instagram post said “Get ready to be deceased,” while the eyeshadow colours have names such as “RIP” and “The morgue”.
One Instagram user commented, “My dad was cremated so hard pass for me but enjoy it folks.” Another wrote, “Wow. The level of tone-deaf and insensitivity is beyond.”
Star defended the brand in an Instagram video, saying his own father was cremated and that “nothing ever comes from a negative place” in his life.
The original teaser - which described “cremated” as a colloquial term for being “mesmerised” - still features on his YouTube channel and Instagram bio. It said the slang is derived from Star's catchphrase, “I’m deceased!”.
The video also revealed the collection was originally due to launch in April, but had to be postponed due to coronavirus.
Some fans have cited this as a defence for the name, suggesting it was chosen before the pandemic and may have been difficult to change.
The 24-shade palette is priced at $58 and is one part of a wider collection, that also includes a lip gloss and makeup bag.
