For most of 2019, Shane Dawson hasn’t been uploading on his YouTube channel with the exception of one video three months ago. He continued to keep his supporters up-to-date with what he was up to by stating that he was filming a new documentary. Another series with his close friend and YouTube colleague, Jeffree Star.
While away from YouTube, the influencer didn't shy away from showing off his latest developing passion: makeup. Through Instagram and Snapchat videos, Dawson’s followers got to watch as he developed his talent by practising on himself as well as his cameraman, Andrew Siwicki and fiancée, Ryland Adams.
While the release date for his newest documentary wasn't until six days before the first video, the anticipation was built up months in advance. People were excited to see what Dawson would release next. For the first time, the public got the chance to watch the creation process of a makeup product. A collaboration with Jeffree Star Cosmetics that will be released on Nov. 1.
Unlike any other palette that's been released by Jeffree Star Cosmetics, this is a collaboration with Shane Dawson. He was the one in control of everything. From shade names and colours to the product packaging, Dawson had the final say in what the Conspiracy Collection would look like.
Dawson's final products included two palette - Conspiracy (with 18 different shades) which retails at $52 (USD) and Mini Controversy (with nine shades) that retails at $28 (USD). Various lip products were made including "Shane Glossin' Clear Gloss", six velour liquid lipstick shades, and a root beer scented chapstick. Finally, the iconic Jeffree Star mirror was transformed into two different coloured pigs to honour Dawson.
The video series dives deep into the process of creating a beauty product as well as the drama that surrounds the beauty community. Throughout the series, both Dawson and Star are faced with challenges that may not necessarily have impacted the creation of the product, but showed the viewers just how strong the friends' bond is as well as how they overcame the controversy.
Between business meetings, both Dawson and Star faced their own challenges. Dawson with the controversy surrounding his cat and Star suffering a robbery of one of his warehouse, resulting in $1 million worth of products including units from his Blue Blood palette - which hadn’t been released at the time - as well as the loss of his Pomeranian dogs, Diamond and later Daddy.
Despite these setbacks, the two influencers were able to finish the Conspiracy collection by the expected release date of Nov. 1.
As of Oct 30. the final episode 'The Conspiracy Collection Reveal | Jeffree Star x Shane Dawson' is trending at number one on YouTube after eight hours of its release and two days before the collection is released on the Jeffree Star Cosmetics website (jefreestarcosmetics.com).
Makeup wasn't the only product that Star helped Dawson release to his audience. Star connected the 31-year-old YouTuber with Killer Merch to help him create a bigger and better merchandise line to sell to the public. Within the first 30 minutes of the Oct. 15 launch, the products available at Shanedawsonmerch.com were completely sold out.
There are a variety of items to choose from on Dawson's new website including: clothes, bags, phone cases, shoes, and hats. There's even a subsection for Dawson's cameraman Andrew Siwicki with a line of hoodies.
One particular point that sticks out in the video series is when Dawson learns that previous merchandise deals that he had taken didn't earn him nearly as much money as it should have. The influencer was emotional to discover that he will make a decent profit from both his makeup collaboration with Jeffree Star Cosmetics as well as his line of merch with Killer Merch.
Star, on the other hand, believes that Dawson is incredibly deserving of receiving a decent percentage of the earning from both business ventures.
Out of the total profit made from his new line with Killer Merch, Dawson will be taking home about 70% the money, whereas Killer Merch will take the remaining 30% (he would make around $14 on a $20 shirt for example). As for his collaboration with Jeffree Star Cosmetics, Dawson will earn between 20-30% of the profits. Dawson also made a deal with the makeup brand Morphe that could earn him between $14 - $20 million. Morphe will have the Conspiracy Collection stocked at their stores for sale upon release date.
This came as a shock to Dawson, who said: “I’ve been getting fucked literally my whole life.”
Dawson has taken much less money on deals with companies such as Amazon as well as Hot Topic.
The Beautiful World of Jeffree Star series gained a large following of people who admire Dawson, Star, or even just the beauty community as a whole. Often, it ended up as the top trending video on YouTube. While it mainly documents the process of creating makeup products and a merch line, it also reflects just how far both Jeffree Star and Shane Dawson have come. Star and Dawson started in very different places, but their journey led them to a strong friendship and a much-anticipated makeup collection.
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