YouTuber and beauty brand owner Jeffree Star has faced criticism on social media following the announcement of his upcoming make-up collection Cremated.
The US entrepreneur teased the Gothic-themed range on 17 May on YouTube, which includes an eyeshadow palette with shade names 'RIP', 'Life Insurance' and 'Inheritance'.
On Tuesday, an Instagram filter was released allowing users to virtually create a grey skin contoured look.
According to Star, the collection, which is set to be released on 22 May with the tagline 'get ready to be deceased', was inspired by his catchphrase "I'm deceased".
However, many consumers were offended that Star is about to launch a funeral-themed make-up line during a pandemic that has caused more than 323,000 deaths worldwide.
"The palette is not innovative. The names are tone-deaf right now. It should have been held for Halloween launch," said one Twitter user.
Another person wrote: "Jeffree Star’s new palette is tone-deaf in a level that I can’t even wrap my head around,” one person wrote.
“Cremated with the slogan ‘get ready to be deceased’, during a health pandemic of proportions never seen in the history of humanity? Thanks, but no thanks.”
A fellow consumer added: "So you're gonna tell me Jeffree star is releasing a palette called ‘cremated’ during a global pandemic where thousands are dying? Please who is his PR team? Also these shades are so nasty. Tell me they aren’t all dupes of themselves."
In response, Star, born Jeffrey Lynn Steininger, defended the collection calling it his "art".
On Snapchat, he said: "To me, it’s not just an eyeshadow palette it’s way more than that. There’s always so many meanings with my art. And that’s what it is, it’s mine I created it for the world.
"It’s allowed to be interpreted any way that anyone wants to take it but I always come from a good place and this palette is fucking sickening.
"I’m so proud of it and I’m going to level with you guys: my own father was cremated, my two dogs that passed away last year were cremated, so nothing ever comes from a negative place in my life. So if you take it that way that’s how you articulate things but not me. But guys thank you so much for all the love today.”
Despite repeatedly selling out, Star's make-up launches are no stranger to controversy and consumer backlash.
In February, the Blood Lust collection was accused of cultural appropriation as Star featured in the campaign sporting dreadlocks.
The same line was also called out for allegedly copying the packaging of make-up brand Lorac's 2014 The Royal box; both included a crushed velvet case in a hexagonal shape with a crown motif.
