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Shane Dawson, Jeffree Star Makeup Collab Earns $54 Million in MIV

Nearly half of the total MIV came from YouTube content, according to Launchmetrics.

Shane Dawson and Jeffree Star’s latest piece of viral content came in the form of a makeup collaboration.

The press-averse YouTubers have found confidants in one another over the past year, forming a close bond that both have documented on their respective channels. The infamously private Star even granted Dawson VIP access to his world, as seen in Dawson’s 42-minute video “The Secret World of Jeffree Star,” which now has more than 46 million views.

On Nov. 1, the pair launched their first joint makeup collection, the Shane x Jeffree Conspiracy Collection, consisting of two eye shadow palettes, a liquid lipstick set, a lip balm, a lip gloss, makeup bags and mirrors. Priced at $210, the Shane x Jeffree Conspiracy Collection Bundle is currently sold out on Jeffree Star Cosmetics’ web site.

The collection was first revealed on YouTube and has generated a total Media Impact Value of $54 million since Sept. 24, according to a new report from Launchmetrics. The bulk of the collection’s MIV — 47 percent — came from YouTube. Dawson and Star created a docuseries leading up to the official collaboration launch, with each video amassing more than 15 million views.

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The debut video, “The Beautiful World of Jeffree Star,” racked up more than $5 million in MIV, the most of the three-part series. “The Dangerous World of Jeffree Star” received $3.8 million in MIV, followed by “The $20 Million Dollar Deal With Jeffree Star” at $3.4 million. Twitter was the second largest social media source of MIV, accounting for $14 million.

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Dawson alone generated $25 million in MIV from his YouTube channel; Star garnered $10 million in MIV through his.

The past year has highlighted just how impactful YouTubers are. YouTube had its largest presence at this year’s Met Gala, with James Charles, Lilly Singh and Liza Koshy in attendance. The James Charles and Tati Westbrook feud was proof of the chaos of cancel culture and just how powerful a single YouTube video can be. Star and Dawson’s makeup collaboration is yet another example of YouTubers’ increasing influence over the beauty world — and beyond.

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