So on Friday, Jeffree Star unveiled his new makeup collection called Cremated, and it's safe to say that it didn't exactly go down well with everyone.
Some called the Cremated branding tone-deaf, given the number of people currently from the coronavirus pandemic.
And, for better or worse, a LOT of people were talking about it.
Well, Jeffree addressed at least some of the controversy on his Instagram story. "We are celebrating here at the house," he began. "Cremated is number two trending right now on all of YouTube and bitch, I'm a little shook."
"There's always so many meanings with my art," he continued. "It is allowed to be interpreted any way that anyone wants to take it, but I always come from a good place."
"My own father was cremated, my two dogs that passed away last year were cremated — so nothing ever comes from a negative place in my life. So if you take it that way, that's how you articulate things — but bitch, not me!"
He added that some products could not be made because of pandemic related disruptions, but more would be added to the collection later this year or in 2021.
He then followed up with a video of his dogs playing with their "Cremated toy."
Welp, there's another Jeffree Star controversy for the books.
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