Jeffree Star is no stranger to his fair share of controversy, but his latest one might be the most outrageous yet.
On Friday, the makeup artist and YouTuber announced the launch of his eyeshadow palette and collection, called Cremated, and I don't even have to tell you how well* that went over on social media.
"Introducing the CREMATED eyeshadow palette & collection!!!!...Get ready to be deceased," he wrote.
People were quick to call out the beauty guru, with many pointing out how tone-deaf it is to release a product called Cremated during the coronavirus pandemic:
j*ffree st*r releasing a palette called CREMATED in the middle of a pandemic is so fucking tone deaf
Some said that the product launch "could have waited until until thousands aren't dying daily":
@JeffreeStar Um wtf people are being CREMATED because the mortuaries have run out of space. Bad timing. This could have waited until thousands aren't dying daily.smfh.
Others shared personal stories about family members who died from COVID-19 and called his announcement "bad timing":
@JeffreeStar My grandma had to be cremated after she died from Covid. This seems like bad timing for such a product.
This person simply said the name was "insane":
@JeffreeStar this is insane
Meanwhile, fans argued that Jeffree first trademarked the name last September, and couldn't change the packaging "in a moment's notice":
People complaining about the name of the new @JeffreeStar collection, it's not that deep 🤦♀️ Yes we're in a pandemic but he named it forever ago and can't change packaging in a moment's notice. #cremated #crematedpalette
Over on Instagram, others also defended him:
However, many reiterated the sentiments that the launch was distasteful during this time:
It's safe to say that people are NOT happy with the name:
