In October 2018, the company started selling its products in Belgium and the Netherlands, followed by France in November. In August 2018, the first East Coast location to carry the cosmetics line was a Morphe Cosmetics store in Paramus, New Jersey. For the company's summer collection, Star revealed another palette titled 'Thirsty'.

It was released on January 29(PR), and February 10(GLOBAL) respectively in the company's lovesick collection. In January 2018, Star revealed the 'Blood Sugar' palette, which included 18 shades highlighting red tones. Some shade names were made from Star's pet Pomeranians. The company launched 'The Star Family Collection' in October 2017. He also revealed a 'skin frost highlighter palette'. Star named the palette after his 'theme life', and colors featured in the palette dramatically changed. In January 2017, Star revealed another eye shadow palette, titled 'Androgyny'. Like the palette following it, it included 10 shades. He also stated that he wanted to expand the company's products to include his 'own moisturizer and foundation'. In an interview for Nylon in April 2016, Star revealed the company's first eye shadow palette, titled 'Beauty Killer', which was named after his only studio album. Products sold by the company are vegan and cruelty-free. Seven products-the 'Androgyny' palette, the 'Magic Star' setting powder and concealer, the 'Velour Liquid Lipstick', the 'Thirsty' palette, the 'Liquid Frost' highlighter, and the 'Blood Sugar' palette-were Cosmopolitan's favorite company products. The company randomly sells mystery boxes on their website, including a mini box, premium box, and deluxe box. The company produces lipsticks, concealers, setting powders, highlighters, lip products, jackets, and mirrors. The company is co-owned by Star and his business partner Jeff Cohen, who was an early investor in the company. In November 2014, the cosmetics company launched a collection of 3 Velour liquid lipsticks. Star terminated his music career and invested fully into the company. The company was conceived by Star in 2013. The company is co-owned by Star and his business partner Jeff Cohen. The company is estimated to sell US$100 million annually. It launched with three liquid lipstick colors. Star invested his life savings to start the company's makeup line in 2014, later detailing the bankruptcy he had been facing following his music career. Jeffree Star Cosmetics is an American cosmetics company founded by Internet personality and musician Jeffree Star.

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