Jeffree Star, Tati Westbrook, and other influencers once ruled the beauty side of YouTube. Now, they're taking over TikTok with lengthy livestreams focused on selling products. Some fans find these virtual events cringey, but streaming can largely benefit creators and brands.
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You can opt-out at any time by visiting our Preferences page or by clicking "unsubscribe" at the bottom of the email. Advertisement A livestream hosted by Jeffree Star filled my iPhone screen during a late-night TikTok doomscroll in June. Wearing a baby-blue Western blouse with fringe detailing and a wig of the same shade, Star stood behind a pink desk with beauty influencer Paul Dao.
Together, they promoted lip gloss and other products from Jeffree Star Cosmetics. It had been a long time since I'd watched Star's content, which usually highlights his lavish lifestyle and harsh but honest makeup opinions. He's also known for getting involved in internet scandals.
As memories of "dramageddon" in 2018 flashed through my mind, I shuddered and scrolled away. This story is available exclusively to Business Insider subscrib.