A Promotion For the Launch
As a beauty editor, I consider myself a makeup expert. I've met countless brand founders, interviewed dermatologists and cosmetic chemists about ingredients, and routinely tried the latest launches before the public knows they exist. Even with all of that knowledge, I still find myself learning more about the industry than ever before thanks to Shane Dawson's new YouTube series with Jeffree Star.
The series follows the pair of online stars as Dawson learns the ins and outs of the beauty world, creating a collaboration with Star's brand, Jeffree Star Cosmetics. There has been some criticism of the video collaboration, given Star's controversial past; he's been accused of racism on several occasions, including when a video circulated of him using a racial slur early in his career. But the series, showing how a successful makeup brand creates a product from start to finish, is still riveting.
Throughout the last month, Dawson has been dropping new videos, giving viewers an unprecedented look at the business side of beauty. The things he and Star reveal are not the polished final products I get to see or the PR pitches from brands — but everything that goes on before, from selecting the shades to purchase orders to negotiating with retailers.
So far Dawson has released four videos out of a six-part series, leading up to the launch of his collaboration on Nov. 1. Ahead, check out the videos and some highlights of the hour-long episodes.