Beauty influencers have become the internet's best new reality show. They're rich, always camera-ready, have product to sell, and never afraid to, well, publicly fight with one another. Here are the 9 craziest, drama-filled moments in the world of Internet beauty that were so good they make Kim Kardashian and Taylor Swift look like downright amateurs.
1. Kylie Jenner v. Jeffree Star
When Jeffree received his new-at-the-time Kylie Cosmetics Lip Gloss in the mail in April 2016, the brush was frayed and he was less than satisfied. Jeffree took to Twitter to express his dislike (more like straight-up hate) for the products and called her out in a string of statements, saying things like, "I just hope she works harder on quality control and spends more time on future products." Eventually his complaints lead to Kylie tweeting apologies to her fans, as well as sending new brush applicators to everyone who received faulty glosses. Jeffree had the final say, though, when he tweeted, "How ironic that it took ME giving an honest review which got world wide attention, to get @kyliecosmetics to make a statement..."
2. Kat Von D v. Jeffree Star
The longtime friends (Kat and Jeffree go way, way back) had a very public falling out during summer 2016, when Kat decided to post on Facebook and YouTube her decision to "disassociate" herself from Jeffree due to his "negativity" and "inappropriate behavior." Six months prior to the video, the two got in a text argument over a misunderstanding of money (Kat said Jeffree owed her friend money, Jeffree denied it), which started the demise. Jeffree then shared his side of the story in a lengthy video titled "Kat Von D: It's Easier to Tell the Truth." This was a battle of he said, she said and in the end, the friend who was owed money got paid. A few months after the fallout, Jeffree seemingly put the past behind him and posted another video, in which he praised Kat's tattoo work and her undeniable talent, but the status of Kat and Jeffree's friendship is still unknown.
3. Jaclyn Hill and Karina Kaboom v. Jennifer Gerard
In May 2015, CEO of Gerard Cosmetics Jennifer Gerard made a guest appearance on MannyMUA733's Snapchat, during which they watched YouTubers give negative reviews of Gerard Cosmetics products. According to a Karina Kaboom (one of the vloggers Jennifer and Manny were watching) Jennifer called Karina, "the ugliest person ever" at the end of one of the snaps. At the time, Jaclyn Hill had a lipstick collaboration with Gerard Cosmetics and shortly following the Snapchat hoopla, she ended all ties with the brand. After the fact, Jaclyn confirmed with fans via Snapchat that she felt "like her morals were way more important." Fans have since speculated the fallout between Jaclyn and Gerard Cosmetics was over the previous bullying between the CEO and Karina.by
4. MannyMua733 v. MattWalshBlog
When Matt Walsh tweeted a photo of Manny in January 2017 with accompanying caption, "Dads, this is why you need to be there to raise your sons," the Twitter user received backlash not only from Manny, but also from Manny's father. The beauty blogger tweeted a screenshot of his text conversation with his dad, in which Manny Sr. shuts him down.
5. Shaaanxo v. Kylie Jenner
Shortly following Kylie Jenner's announcement that her cosmetics line would be launching an eye shadow palette for the first time in July 2016, Shannon Harris (Shaaanxo) pointed out that it looked eerily similar to her collaboration palette with BH Cosmetics that launched earlier that year. Both palettes not only have the same packaging and shape, but the shadow shades were nearly identical as well. Some fans claimed coincidence, some straight-up called it copying. Shannon originally threw the youngest Jenner a little shade on Twitter with accompanying snake and tea emojis, but later tweeted that it was just a joke. Kylie did not publicly address the matter.
6. Stephanie Nicole v. Kylie Jenner
In May 2016 when Kylie Cosmetics launched a new, updated formula for its liquid lipsticks, blogger Stephanie Nicole decided to compare the old and new formulas. Right away she noticed the new formula was pretty different from the original, so she also decided to compare the new Kylie Cosmetics formula to that of ColourPop (both brands are made in the same laboratory). In a YouTube video called "Take Two Review | Kylie Jenner's Lip Kit (Candy K)," Stephanie breaks down each ingredient in both products and calls Kylie out for not only sharing the same formula as ColourPop, but also charging more for hers. The internet went crazy over this finding, but in October 2016, Kylie posted a video on her app in which she stands by her statement that they don't have the same formula or colors.
7. Mariale v. MakeupShayla v. Jeffree Star
In May 2016 Jeffree Star called out MakeupShayla via Snapchat and Twitter for calling another blogger Mariale's face "disproportioned" during a dinner in NYC. After a lot of back and forth between Shayla and Jeffree, Shayla apologized to the blogger on Twitter and denied the claims. Mariale accepted the apology. But Jeffree once again had the final say when he tweeted a screenshot of a text convo between him and Mariale discussing the matter.
8. Amrezy v. MakeupShayla
The origins of this beef is unclear, but the tension is so palpable you could cut it with your sharp contour. Just watch these Snaps by Amrezy directed toward Shayla and try to put the pieces together yourself. It's pretty intense.
9. Jeffree Star v. CieraJewelMakeup
When a devoted customer of Jeffree Star's found a hair in the bottom of her Skin Frost highlighter pan, she tweeted at the beauty mogul and asked for a refund. She said prior to tweeting directly at Jeffree, that she'd reached out to customer service with no response. You know the drill: A lot of back and forth occurred and some he said, she said between the two via social media then happened. Jeffree finally told Seventeen.com in an interview that the real reason the customer found a hair in her product was actually a bristle from one of the machines used during packaging and assembly. Jeffree resolved the issue by sending the customer a new highlighter and a refund. Case closed.
Follow Marie Claire on Facebook for the latest celeb news, beauty tips, fascinating reads, livestream video, and more.