• Cosmetics company Morphe announced on July 10 that it would “cease all commercial activity” with makeup mogul Jeffree Star and his brand Jeffree Star Cosmetics.
  • Morphe severed ties after a wave of backlash against Star and his friend and co-collaborator Shane Dawson.
  • Previously, Morphe was the primary brick-and-mortar outlet for Jeffree Star Cosmetics.
  • Visit Insider’s homepage for more stories.

Cosmetics company Morphe announced on Friday that it would “cease all commercial activity” with famous YouTube personality Jeffree Star and his brand Jeffree Star Cosmetics.

The move was announced after weeks of growing backlash against Star and his friend and co-collaborator, Shane Dawson.

Previously, Morphe – a makeup brand that regularly partners with beauty YouTubers – served as the primary brick-and-mortar retailer for Star’s popular cosmetics line. Morphe hosted events at shopping malls around the country for Star’s launches, most notably the Shane X Jeffree Conspiracy Collection, which Morphe stopped selling at the end of June.

“Today we’ve made the decision to cease all commercial activity related to Jeffree Star and affiliated products,” the statement, posted to Twitter, read. “We expect this to conclude within the coming weeks.”

"As we look to the future, we will continue to share updates on what lies ahead for the Morphe brand," it concluded.

Jeffree Star Cosmetics released its own statement hours later, saying the brand was "extremely saddened by the decision."

The full statement appeared on Instagram:

Hey Star Family,

We are shocked and extremely saddened by the decision of our former retail partner Morphe Brushes on parting ways with our band and Jeffree.

Over the past 5 years we've accomplished amazing things together and released iconic products. We are proud of everything we've accomplished with them. What's next? We have an incredible remainder of 2020 planned and are excited to share our new products with you and our partner around the world. We know our customers will continue to create, inspire, and push the boundaries of our art.

Love you all so much

Jeffree Star Cosmetics

http://instagr.am/p/CCeooJ4FCiZ

When customers asked about Morphe's ties with Star and Dawson at the end of June, the company initially wrote in emails to customers that it did not "condone or agree with the actions and behavior of Shane Dawson." However, it also wrote that "Jeffree Star has acknowledged mistakes made in the past and has apologized, taken accountability, and worked hard to make amends within the community."

Morphe also told Insider that Star was not a co-owner or investor in Morphe, despite persistent rumors to the contrary.

YouTube personalities Star and Dawson are both facing backlash over old videos and public statements

Star himself has largely remained silent since the backlash - which initially had predominantly affected Dawson - began. Morphe, Target, and celebrities like Jada Pinkett Smith and Jaden Smith cut ties with and rebuked Dawson for offensive videos, including one where he sexualized then-11-year-old Willow Smith. YouTube also demonetized Dawson's three YouTube channels.

Up until now, Star appeared to have escaped much of the criticism that befell Dawson, although he too has a similarly controversial past. Star has been criticized for making racist statements, including saying the "N-word" slur on camera and directing it toward Black people in public on camera.

Most recently, he has been accused of using anti-Semitic and xenophobic slurs in private as recently as February 2020. Other creators have accused him of blackmail, manipulation, making abusive comments toward them, and gaslighting them. YouTuber Tati Westbrook said Star "manipulated," "gaslit," and "used" her to start a feud with James Charles in 2019.

Star has yet to make any public comments about Westbrook's video or about Dawson, but he restocked Dawson's hoodies through his Killer Merch company and relaunched makeup through Jeffree Star Cosmetics. He also appeared on Blac Chyna's Instagram and was seen relaxing in his pool on YouTuber Cole Carrigan's Instagram story.

This story has been updated to include a statement from Jeffree Star Cosmetics.