In 2014, Star founded his e-commerce makeup brand, Jeffree Star Cosmetics. In a five-part docuseries by Shane Dawson, Star stated that the end of his music career had left him essentially bankrupt, and that he had used his remaining savings to start his makeup brand. Star began promoting the brand through videos published on YouTube, leading to the success of his YouTube channel, with 17. 4 million subscribers and over 23 billion views as of August 2020. Bustle magazine described Star as "a musician and onetime MySpace celeb that reinvented himself in the YouTube makeup tutorial space. " His first cosmetics release was a collection of velour liquid lipsticks, which were followed by highlighter palettes, lip scrubs, eyeshadow palettes, clothing, and accessories, such as mirrors and make up bags. The first East Coast location to carry the cosmetics line was a Morphe Cosmetics store at the Westfield Garden State Plaza in Paramus, New Jersey on August 11, 2018. Star has since launched several new collections, such as the "Blue Blood" eyeshadow palette.