Jeffree Star just reviewed black-owned beauty brand Juvia's Place and the internet is fuming about it

17 June 2019, 13:41 | Updated: 17 June 2019, 16:22

By Jazmin Duribe

"I'm so mad Juvia's Place supports Jeffree Star... like... why…? I've wasted so much money."

Nothing like waking up to some Monday morning makeup drama. In the hot seat today is none other than Jeffree Star, who is being called out for reviewing a black-owned beauty brand Juvia's Place, despite apologising for his racist behaviour in the past.

Jeffree Star shares emotional video after his dog Diamond dies

Basically, the drama all started when Jeffree Star shared a video reviewing Juvia's Place's new foundation, concealer and setting power, following requests from his Twitter followers and after seeing it reviewed by YouTuber Nikkie Tutorials. Although the powder didn't arrive on time and he was still grieving the loss of his dog Diamond, he dived right into giving his honest critique of the other products.

"For an indie brand that has just come on the market with their first ever foundation they're killing it, let's just say that right now," he said of the foundation. "If you wanna try something that's very full coverage this year, or you want to look sickening all summer and look like a doll then try it out and let me know how you feel. I'm throughly impressed."

Jeffree Star 'Can This $20.00 Foundation Cover My Sadness? Let's Find Out...' video.
Jeffree Star 'Can This $20.00 Foundation Cover My Sadness? Let's Find Out...' video. Picture: YouTube: Jeffree Star

Watch Jeffree's video here.

Of course, Juvia's Place being a small and independent beauty brand were excited that their product was Jeffree Star approved. The company thanked him for his glowing review and shared a photo of him on their Instagram page, which read: "We're speechless. Shade Cairo in I Am Magic Foundation. Jeffree found his match in @ultabeauty. Did you find your match? Comment bellow. Thank you @jeffreestar."

The comment section soon erupted with people dragging the brand for daring to post Jeffree on their page and Juvia's Place took the post down. The comments continued onto the other posts, though, with many not understanding how the black-owned makeup brand could send products to Jeffree instead of other black influencers, after he has been accused of racism in the past.

See the tweets here.

Although Juvia's Place were accused of putting Jeffree on their PR list, a clip from his video shows him actually driving to Ulta Beauty to pick up the foundation and pay for it – it wasn't gifted. The brand reiterated this when comments on Instagram questioned why they supported Jeffree.

Despite this, people vowed not to support the brand again, including YouTubers Alissa Ashley and Jackie Aina, who called the creator "trash".

Nonetheless, others argued that Jeffree supporting the small, black-owned brand only puts more money into their pocket and surely that's a good thing... right?

What do you think?