Jeffree Star: The Influencer Everyone Loves to Hate

Anyone else into makeup drama?

Because it's 2026 and somehow we're ALL back in 2016 arguing about Jeffree Star.

WHAT YEAR IS IT?!

Beauty YouTube was reality TV with discount codes. Jeffree had millions of followers, a cosmetics empire and friendships with Manny MUA, Tati Westbrook and Shane Dawson.

Those collabs brought audiences, credibility and MONEY.

Keeping track of who was friends with whom practically required a spreadsheet.

Then came the fallouts, apologies, documentaries and serious allegations.

A few weeks ago, I wrote about parasocial relationships and why I no longer believe Jeffree has changed.

So why did I believe he'd changed in the first place?

Both my parents are Jewish. My maternal grandparents survived the Holocaust, while my dad's family immigrated to Canada before it.

Growing up, I was bullied at a mostly Jewish private school, a Jewish youth group and a sleepaway camp. I changed schools, quit the group and left camp early.

For years, I was ANGRY. I rejected my Jewish heritage because I associated it with the people who hurt me.

Eventually, I realised those people didn't get to define me. Today I'm agnostic, but my Jewish heritage is part of who I am.

I didn't change my past. I changed my relationship with it.

In his 2017 apology, Jeffree described himself as "angry at the world" and said he "loved fighting anger with anger."

I recognised that feeling. NOT his racism. His anger.

I'd moved beyond mine. I wanted to believe he'd done the same.

Looking back, I related to his explanation more than I examined his behaviour.

Fast-forward to October 2026.

Drag Race queen Kori King impersonated Jeffree, while Plane Jane dressed as Shane Dawson. They visited Dollar Tree, where Jeffree Star Cosmetics eyeshadows had appeared. Jeffree says a liquidator sent them there without his knowledge.

His response? Calling Kori's parody "whiteface" and mocking her for performing in bars.

SIR. She's a drag queen. Impersonating people is part of the job.

Then Trisha Paytas weighed in on Just Trish.

YES. TRISHA PAYTAS. The 2016 reunion continues.

Trisha has her own history of offensive behaviour, and I'm not excusing it. But I think she's made an effort to change. I see more self-awareness in how she discusses her past.

She recognised Jeffree's defensiveness because she'd been there herself.

Her suggestion? Embrace the joke and make a Dollar Tree makeup challenge with his own products.

THE CONTENT WAS RIGHT THERE.

Instead, he attacked the performer.

But would a funny video actually repair his reputation? I doubt it.

As a creator strategist, I see the opportunity. But content can't fix everything.

Jeffree built his brand on personality and controversy. But attention isn't trust.

When YOU are the brand, how you treat people is part of the product.

I believe people can change. But an apology video isn't proof.

What you do afterwards is.

#InfluencerMarketing #CreatorEconomy #PersonalBranding