In 2018, Star made $18 million from his YouTube channel alone, making him one of the top five earners on YouTube, in addition to the estimated $100 million worth of product sold through his cosmetics line. Once a musician and club bunny running around LA in the early aughts, he launched Jeffree Star Cosmetics in 2014 and is now successful, controversial, and rich. Jeffree Star, a 34-year-old makeup artist, entrepreneur, and prolific YouTuber with 16.6 million subscribers, must know this routine by heart. As proof that you’re being sincere, you demonetize the video and film it without makeup or filters. Then you say something offensive - maybe it was a few years ago and you forgot you ever said it, maybe it’s some bygone tweet that is probably, definitely racist - and then you have to make a video apologizing. ![]() You make more money, start selling your own merchandise or, if you’re lucky, do a collaboration (you call it a “collab”) with Morphe for brushes or palettes or setting powders. You get in on challenge videos, doing your makeup in the back of a car, for example, or while blindfolded or with drugstore products only. Eventually you invest in a ring light, make a little money, and start buying Anastasia Beverly Hills brow powder so you stop looking like Groucho Marx. You start small, reviewing products and making how-to videos. ![]() The life cycle of a makeup YouTuber is pretty rote at this point.
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