Influencer, Jeffree Star founded the makeup company Jeffree Star Cosmetics in 2014. Of the first products of the brand to launch were liquid lipsticks. Not only did his first launch sell out, but it was a success across the entire makeup community. As the brand grew, more products were developed, such as eyeshadow pallets, highlighters, and concealers. To further promote the makeup company, Jeffree Star created a YouTube channel in which showcases all of his new projects. The channel has amassed more than 16 million fans as of 2019. The brands growing fan base has brought forth a desire for a Jeffree Star Cosmetics retail store.