After months of drama between beauty gurus, Jeffree Star and Shane Dawson turned to YouTube to reveal the business of the beauty world in efforts to help audiences understand the constant drama within the beauty community. Through a series of intimate and exclusive behind-the-scenes vlogs called “the Beautiful World of Jeffree Star,” Dawson and Star ultimately created a joint makeup line called “the Conspiracy Collection.”
Although this partnership is not a surprise to audiences because of their previous YouTube collaboration in which Dawson explored the life of Star, which initially kindled their friendship, Dawson’s scope within the beauty world with Stars mentorship is uniquely unheard of.
Disheveled and always in the attire of jeans and a black t-shirt from his own Merch that features a pig and his favorite phrase “OHMYGODOHMYGODOHMYGOD,” Dawson is perhaps the last person multi-million dollar makeup companies like Morphe would partner with. Instead, Morphe is known to collaborate with people like Star, an androgynous make-up mogul is always picture-ready in flashy designer tracksuits, shoes and bags, and extravagant wigs and makeup.
Yet, Dawson managed to convince Morphe to collaborate on an entire makeup collection including an 18-shade and 9-shade palette selling at $52 and $28, respectively. He will also be releasing a $90 bundle of six lipsticks and a pig-shaped mirror.
A phone call in the series revealed that Morphe estimated he could earn over $17.5 million in revenue from just in-store sales. And another $17.5 million from revenue from online sales.
With the increasing competition within the business, they were even able to use their union to convince Morphe to push the makeup palette release of James Charles, another beauty guru, in order to receive exclusive attention on their collection.
While most make-up vloggers on YouTube have makeup palettes and their own personal drama that comes with the nature of the industry, this collaboration between Dawson and Star showed the power of partnerships. Among the two stars, they have a reach of at least 39 million people who have subscribed to them. While Charles has 16 million subscribers.
With the aim of their new series to disclose the drama within the makeup industry, they succeeded in proving especially in terms of business, the power of collaboration.