Fans around the world were thrilled when Jeffree Star announced he would be revealing his new collection at the weekend. What we saw, however, was a disaster. 

It’s difficult in a pandemic to launch new products. Some brands such as Colourpop shut down production for several weeks until they felt able to comply with safety regulations, and many have delayed releases for the foreseeable future. Those who have continued with production have done so with careful consideration of not only safety, but also what consumers want right now. In such unprecedented times, people are turning to makeup for a break. Many have found that doing their makeup in lockdown allows them to feel a sense of normality, and is a great act of self care.

So when Jeffree Star announced the collection that had to follow cult classics such as the Blood Sugar and Conspiracy palettes, no one expected the ‘Cremated’ Collection. The palette, a mix of cool-toned neutrals and grey, fits the name well, considering its ashy shades. After being embroiled in controversy surrounding the Dahvie Vanity investigation, Jeffree needed to gain positive attention, and this was far from the way to do it. 

In a time when hundreds of thousands of people are dying from the coronavirus, making a palette themed around death is, frankly, completely tone deaf. To continue, and double down with shade names such as ‘Casket Ready’, ‘Life Insurance’, and ‘The Morgue’ shows a complete lack of awareness for the time. The collection also contains 4 new lip glosses, one of which is named ‘Heaven’s Gate’, a reference to an American religious cult who committed mass suicide in 1997.

Whilst themes like this aren’t completely off limits (and would have been more appropriate if released around Halloween), the fact that a multi-millionaire is selling a £54 palette in a time when many have lost their jobs or are stressed from a lack of job security is ridiculous. While Jeffree is making millions from this collection, hundreds of thousands of people are unable to attend the funerals of their loved ones due to attendee limits.  To continue with the release (after delaying it from April) when the pandemic still has a hold on the world shows Jeffree’s true motivation: money.

Despite being hailed as the first palette of its kind, you can find many dupes for the Cremated palette- so you can have the cool neutrals and silvers without putting money in Jeffree’s pocket. For those willing to wait for shipping from the USA, there’s Colourpop’s Blowin’ Smoke palette. You may already own the Urban Decay Smoky palette (which has now been discontinued), and if you want an inexpensive option, Revolution has their Reloaded Blackout palette and even the Colour Book CB01 if you want to go big while at home.

With options at all price points, there’s no excuse for supporting this complete lack of empathy, a palette from a privileged millionaire in a time when everyone needs positivity, not a reminder of what we’re all facing.