In 2014, Star founded his e-commerce makeup brand, Jeffree Star Cosmetics, using his life savings. In part of a five series docuseries, Jeffree Star felt that his music career ended, and he was bankrupt—with a future that was uncertain. He took everything he had to his makeup brand, not knowing that it would be a multi-million dollar company. He started making videos promoting the brand on YouTube, where he later became a popular YouTuber and acquired 15 Million subscribers and over 1. 7 billion views, as of June 2019. 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. Jeffree Star has since launched several collections, including the new spring collection "Blue Blood", which launched on March 29, 2019. The "Blue Blood" eyeshadow palette sold out within seconds of its launch, but was later restocked.