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Following a series of growing backlash against Jeffree Star and his co-creator Shane Dawson, makeup retailer Morphe took to social media to announce that the brand was cutting all activity related to the YouTube star and his cosmetic line.

The decision followed after multiple accounts of racist behaviour unfolded against Star, that were previously also called out by other makeup gurus such as Jackie Aina.

"Today we’ve made the decision to cease all commercial activity related to Jeffree Star and affiliated products. We expect this to conclude within the coming weeks. As we look to the future, we will continue to share updates on what lies ahead for the Morphe brand," the tweet read.

In response, Star's cosmetic line released their own statement on Instagram, saying they were "extremely saddened" by the decision.

"We are shocked and extremely saddened by the decision of our former retail partner Morphe Brushes on parting ways with our band and Jeffree," read the statement.

"Over the past 5 years we've accomplished amazing things together and released iconic products. We are proud of everything we've accomplished with them. What's next? We have an incredible remainder of 2020 planned and are excited to share our new products with you and our partner around the world. We know our customers will continue to create, inspire, and push the boundaries of our art."

Morphe's decision was met with mixed criticism with many lauding the move while others disapproving, claiming makeup mogul has changed since he made those remarks.

In 2018, Star made $18 million from his YouTube channel alone, making him one of the top five earners on YouTube. In addition, he is reported to have sold an estimated $100 million worth of products through his cosmetic line.

Morphe is part of a wave of fast-growing brands in the cosmetics industry that are mastering new online sales channels, as department-store makeup counters lose their luster.