By Emma Horwood
The beauty community of YouTube seems to be in the spotlight more often than not, with the most prominent influencers and gurus consistently reaching the top of the charts and becoming increasingly relevant. While these channels are often created as a way for makeup artists (MUA) to make a name for themselves and to provide advice on lifestyle and cosmetics, lately that aspect has taken a back seat. The cut-throat world of the beauty industry is a breeding ground for drama and scandals, as beauty icons often resort to creating conflict and insults to gain popularity and to become recognized on this platform.
One YouTuber, Shane Dawson, dives into the intricacies of this ever-changing topic with his nine part series following the life of famous beauty YouTuber, Jeffree Star, who is the founder and owner of the multi-million dollar company, Jeffree Star Cosmetics. Dawson’s choice to shadow Star also gives the viewer insight into the latest disputes in the community along with a fair evaluation of Star as a businessman, a guru, and a person. “I’d watched previous series with him [Star] in the past, so I kind of already had a feel for what he was like,” Freshman Carmen Gonzales explained. While many have already formed opinions, good or bad, of Star and his role in the industry from seeing how he presents himself on YouTube and other social media outlets, Dawson’s series goes deeper in hopes of showing the viewer what day to day life with the multi-millionaire is like. In the recently released episodes, Dawson and his crew tour Star’s lavish mansion, follow him to fan meet-ups, switch lives with him, and investigate the inner workings of the beauty industry and community from the influencer’s perspective, as he is often in the center of the action. Star’s expertise and Dawson’s objectiveness combined allow the audience a better look into the reality of life in the beauty community.
Throughout the series, Dawson portrays a mix of surprise and intimidation for Star’s extravagant lifestyle and extreme fame. Amidst the nerve-wracking interviews and important business deals, Dawson adds his signature comedic relief that sheds light on the heavy situations. His series maintains a mix of the seriousness of a documentary and a light-hearted casualness of two close friends just going about life. Junior Max Bosworth commented, “The fact that they went over details of, like, the drink that they got at, like, 7/11 together. I just thought that was fun.” The two of their personalities clash in a hilarious way that adds a sense of camaraderie rather than it coming off as an interrogation.
The series goes above and beyond as it captures business in action within the beauty industry, with Dawson and Star collaborating on creating a makeup pallet. They discuss the business tactics and secrets of other popular makeup brands and walk the audience through the process of designing a Jeffree Star Cosmetics pallet. Dawson shows admiration for the way Star aims for quality rather than profit when conducting business and the honest, respectful way he is treated while working out the details of their.
The upcoming episodes promise to uncover more secrets of the beauty industry and more laughs with Star and Dawson along the way. This revealing series is an opportunity to look behind the masks of these big makeup brands and to know more about the effort or lack thereof that some companies put into their products. Though opinions on Star’s business practices, personality, and the lifestyle he endorses may vary, his collaboration with Dawson is providing the audience and consumers a chance to better understand the beauty community.
ARTS & ENTERTAINMENT