The beauty community online was a relatively drama-free space when it first started to pop up in YouTube's nascent days — it wasn't until creators were focused on building the largest platform and becoming the most trusted critics that it became a battleground for infighting and drama. No two creators know this better than beauty gurus James Charles and Jeffree Star, the latter of whom continues to build his platform by criticizing other makeup gurus for their reviews of products.
In today's online landscape of sponsored content, partnerships, and de-influencing (a trend where influencers tell people what products not to buy), audiences crave authenticity from the creators they watch. Many TikTokers and YouTubers build their credibility online, particularly those from the 2010s internet era, by competing with each other and claiming to be the only ones telling the truth. They also suggest that brands pay off others to give them positive reviews.
At the center of this most recent drama is Louis Vuitton's new makeup line that was developed by the brand's new cosmetics director, Dame Pat McGrath — a notable titan of the beauty industry. Several of the biggest beauty influencers tried the two marquee products: a $250 eyeshadow palette that comes with four shades and a $160 lipstick. As the reviews rolled in, they were mostly mixed, with some creators saying the price point doesn't justify the quality. Two of the creators with takes like this were Charles (who has 84 million followers across TikTok, Instagram, and YouTube) and Nikkie Tutorials (who boasts about 42 million across the same three platforms).
@nikkietutorials Louis Vuitton launched $250 eyeshadow palettes?!?! I BEG YOUR FINEST PARDON… #fyp #foryou
The two claim not to have gotten the PR packages from the brand — Nikkie because she once said in a video that someone from McGrath's team was rude to her and she "decided to unstan." And Charles lets the viewer decide why that may be the case as he chuckles when he mentions that in his video.
Both creators posted fairly negative reviews, particularly when it came to the $250 four-shade eyeshadow palette that they say did not come with enough pigment. Star, who did receive a PR package, posted his positive review of the products (which received over four million views) last week and came back to TikTok to address the drama surrounding the products earlier this week. He lambasted these two creators in a new video posted Tuesday, saying that they played up their negative reviews for engagement, and took an extra shot at Charles saying, "We're still listening to what James Charles has to say? Someone who admitted to texting minors and then deleted the apology video?" This latest video has already accumulated over eight million views.
@jeffreestar Replying to @Juju Here is my response to all the drama surrounding the @Louis Vuitton makeup launch and the pigmentation of the eyeshadows… I guess @nikkietutorials didn’t like the palette so now my previous review is being judged… let’s talk. #jeffreestar #louisvuitton #makeuptutorial #beautytok#beautytokw
He added, "I don't care if it's $160, I love it," referring to the lipsticks. Star goes on to try the products himself, debunking rumors and accusations that he modified his approach to applying the makeup or that the PR products are higher quality than the products purchased in store. The YouTuber-turned-TikToker goes on to say that this isn't to stay in the company's good graces — he says he's spent hundreds of thousands of dollars of his own money to buy Louis Vuitton products.
Star knows where the drama is and inserts himself to ride that wave of engagement; this is how he's managed to escape cancelation after a rocky few years following the beauty community's implosion. He's always leaned into the abrasive personality online, but ever since he's faced backlash for his own wrongdoings, he's leaned in even more.
Star has managed to get back in the public's good graces after multiple controversies including unearthed racist videos, a resurfaced website that included pictures of him with the words "lipstick Nazi" and swastikas, and a 2020 Business Insider exposé that included allegations of sexual assault, assault, and accusations of attempting to pay hush money to one of his accusers.
At the end of the day, these creators maintain that they are the arbiters of morality and aren't helping the brand by making their reviews — whether it's positive or negative — but that just simply isn't the truth. The more these big creators talk about these products, the more it gets the word out. And Louis Vuitton — high prices and all — is the one with the most to gain from the drama.
Moises Mendez II is a staff writer at Out magazine. Follow him on Instagram @moisesfenty.
Voices is dedicated to featuring a wide range of inspiring personal stories and impactful opinions from the LGBTQ+ community and its allies. Visit out.com/submit to learn more about submission guidelines. We welcome your thoughts and feedback on any of our stories. Email us at voices@equalpride.com. Views expressed in Voices stories are those of the guest writers, columnists, and editors, and do not directly represent the views of Out or our parent company, equalpride.
The 13 gayest Thanksgiving foods, ranked
Ranking the 13 gayest thanksgiving foods