Jeffree Star Cosmetics was founded in 2014 by Jeffree Star, YouTube's 5th highest paid influencer and became a worldwide makeup brand with continuously growing success. The Internet personality has had a large online fan-base since the days of MySpace, social networking website, and currently has up to 16 million subscribers on YouTube. He perfectly joined media with his polarizing personality. Being so cutthroat, brutally honest, he entered the right time when the beauty industry was finally catching up with the Internet age. The vibrant flashy make-up line represents Founder’s personality by all kind of colour cosmetics, starting from liquid lipstick to concealers and eyeshadows. Just after the cosmetics line was launched online, it began selling out in 5 minutes, that shows how fans treat the products like collector’s items.