Jeffree Star is at the centre of another controversy.

The YouTube star and makeup artist recently launched his “Cremated” collection, telling fans to “get ready to be deceased.”

No surprise, Star was called out for such an insensitive campaign during a pandemic which has claimed over 310,000 lives worldwide as of May 16.

“Introducing the #CREMATED eyeshadow palette & collection!!!! This one of a kind spooky 24 pan gothic dream will wake up the makeup world! The FULL reveal video will be on my channel TOMORROW morning!!!!  Get ready to be deceased,” tweeted on Friday night ahead of the Saturday release.

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Social media was quick to react to Star’s choice of words, with some defending him.

Star subsequently responded via Instagram Stories, admitting he was “shook” by all the controversy surrounding his new line.

“We’re celebrating here at the house,” said Star said in a video shared on Saturday, as reported by Us Weekly.

“Cremated is no. 2 trending right now on all of YouTube and, b**ch, I’m a little shook. There’s a lot of people talking about it, it’s trending on Twitter and, b**ch, it might be the talk of the town right now,” he said. “There’s a lot of positives, a few negatives because everyone wants to have their opinion, but, baby, let’s talk about Cremated.”

Star continued, defending the controversial “Cremated” moniker.

“There’s always so many meanings with my art and that’s what it is, it’s mine and I create it for the world,” he argued. “It is allowed to be interpreted any way that anyone wants to take it but I always come from a good place,” Star said. “On a real level, you guys, my own father was cremated. My two dogs that passed away last year were cremated.”

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“So nothing ever comes from a negative place in my life,” Star concluded. “So if you take it that way, that’s how you articulate things but, b**ch, not me.”

On Wednesday, Star elaborated in a YouTube video addressing the backlash.