Branding Deals 101 with Jeffree Star and Shane Dawson

As Jeffree Star would say, “I am shook.”

Quoting the infamous makeup guru/ YouTube celebrity Jeffree Star.

I’m a blogger and YouTuber trying to stake her virtual real estate.

While doing some research on Youtube, I came across a series created by Shane Dawson and Jeffree Star titled The Beautiful World of Jeffree Star” .

I thought it was just going to be another video about rich millennials and their shenanigans but I was wrong.

The series actually turned out to be educational, authentic and what I feel social media is missing.

Human connection.

Who is Jeffree Star? 

With over 16 million subscribers, Star is a beauty guru and celebrity Youtuber who first came onto the scene during the MySpace era. 

jeffree star shane dawson conspiracy palette culture fuzz

Jeffree Star is the creator | founder of Jeffree Star Cosmetics and co-founder of the merchandising company Killer Merch producing merchandise for big names like Kevin Hart and James Charles.

For a while, Star was in the news a lot amidst controversy with the likes of damn near all the Kardashians along with accusations of being a racist.

Don’t sleep.

Who Is Shane Dawson?

With over 23 million subscribers, Shane Dawson is one of the most liked personalities on YouTube unofficially titled as the “Mother Teresa of Youtube” by his followers.

Dawson has recently become known for his docuseries episodes that dive deep into the lives of major Youtubers like Jake Paul and Grav3yard Girl.

jeffree star shane dawson conspiracy palette culture fuzz

It makes sense the Star-Dawson docuseries is a hit because it truly is a match made in virtual heaven.

The Beautiful World of Jeffree Star

Jeffree Star has always been an eye catching person for obvious reasons but I wasn’t one to go searching for her videos for fun.

The good ol’ YouTube algorithm kept suggesting The Beautiful World of Jeffree Star”  video and I finally gave in.

The video actually surprised me.

Anyone looking to start a business and sell product should watch at LEAST watch this portion of Shane’s series.

Jeffree has gone where no one in the beauty industry has ever gone before.

She was giving ALL the secrets or as Shane would eloquently put it, “the tea”.

What really struck me about Jeffree was his authenticity throughout the entire process.

Star has been labeled in the past as “out-spoken” or just “too much” but after watching the entire docuseries I thought she was telling she was telling a lot of truths the beauty industry doesn’t want you to know.

I prefer transparency and Jeffree gave me all of it.

Secrets of the Beauty Industry

Social media has made it possible for beauty influencers to partner up with major brands like “Too Faced Cosmetics” and “Morphe Cosmetics”.

Everyday influencers didn’t understand yet how to negotiat contracts and typically got the shorter end of the stick.

The most notable incident is between social media beauty guru Nikkie Tutorials and Too Faced Cosmetics.

nikkie tutorials morphe cosmetics

Nikkie Tutorials collaborated on an eyeshadow palette with Too Faced Cosmetics and signed a contract to only receive a $50,000 flat fee for the collab.

That’s it. All she got was a flat fee. 

No percentage, no royalties… nada.

The pallette went on to make $10,000,000 in profit making Nikkie’s $50,000 cut look like pennies.

This controversial story sheds light on the issue of big name brands preying on the ignorance of young influencers.

The Conspiracy Pallette

What started out as a simple documentary of Star’s life actually turned into something like a ‘Brand Deals 101’ course.

Shane talked about missing out on $100k opportunities simply because he just didn’t know how to leverage himself.

You don’t know what you don’t know.

Star and Dawson decided to collaborate on an eyeshadow palette for Shane called Conspiracy.

Leaving the entire beauty community shooketh.

jeffree star

The Process

Jeffree Star allowed viewers inside his makeup factory showing how the eyeshadow colors are chosen, tested, pressed and packaged.

I found myself glued to my iPhone screen taking in the type of information I didn’t even know I was looking for.

At first Star was skeptical to film while negotiating the Shane Dawson x Jeffree Star collaboration for Conspiracy with Morphe Cosmetics but ended up being one of the best things he could have done.

We got to see first hand what goes into the development of an idea and how to execute it from start to finish.

Not to mention we got to witness some scandal as Jeffree’s much anticipated eyeshadow palette Blue Blood was stolen directly from his factory.

The tea!!

What I Learned from Shane Dawson and Jeffree Star

I learned that FAIR brand deal are usually a 20/80 or 25/75 split and to not accept a flat fee.

If I’m slapping my name on a collaborative product knowing the projected sales are going to be through the roof, it’s always a percentage.

Understanding your numbers and the type of leverage you have as an influencer is extremely important. 

Before going to post that product review try reaching out to the company for a possible collaboration which can vary from company to company.

We work very hard as creatives and we have every right to demand a fair deal when collaborating.

Review of the Docuseries

I loved it.

I binged-watched all of Shane Dawson’s videos and his series with Jeffree Star is his best work.

It was motivational to see Shane fully dive in and put his entire heart and soul into this project.

Along with the rest of the world, I fell in love with these two and it’s nice to see hard working people make it.

Watch the entire Youtube Docuseries Here

Don’t Forget to Share!

If you enjoyed this article or know someone who would don’t forget to share!

Rissa SoFar
Rissa SoFar

Rissa SoFar

Rissa SoFar is a lover of building bridges and creating a safe space for people to have important conversations. As the founder and creator of Culture Fuzz, Rissa works to bridge the gap to people, places, products and ideas will surely make a quality difference in your life.

Leave a Reply

Your email address will not be published. Required fields are marked *