Recently, a controversial Youtube star and CEO of his beauty brand Jeffree Star Cosmetics have caught internet controversy once again after announcing it will be selling yak meat and jerkey. In 2020, Star moved from LA to Wyoming and bought multiple yaks from farmers in the area, claiming that they helped ground him. Shortly after, Star trademarked his new Yak brand, calling it “Star Yak Ranch.” This was when it was confirmed he was trademarking yarn, pet food, and butchering services, to which he said that “So let’s say I trademark it for yarn, cheese, breeding, butchering, et cetera, it doesn’t mean I’m doing any of those things.” He confirmed that “When I’m laying on a yak and I’m naming them, nothing is happening except brushing them, loving them, and feeding them.”
We did a #Yak meat pop up shop in Wyoming today and hundreds of people came out with just 12 hour notice! ❤️🥩 it was beautiful to see so many locals shop our USDA inspected grass fed meat! My online store will launch next month! https://t.co/qadobQvD6W pic.twitter.com/VlxYwgr9e9
— Jeffree Star (@JeffreeStar) May 28, 2022
Now, Star promoted his new jerky and meat online, writing “Our delicious grass-fed #Yak meat will be available on our online store soon, hoping for next month.” Once this news came out, many were incredibly surprised as this is an immense change from brushing and petting the yaks. “One day Jeffree Star is all “I love my Yaks” the next he’s selling them for parts. Always has had a weird take on friendship, that one.” Many were also surprised as Star’s brand is vegan and cruelty-free.
jeffree star killing yaks for the meat market is a pivot i genuinely did not see coming pic.twitter.com/5nSEYBR95m
— matt (@mattxiv) May 27, 2022
According to Insider, who originally reported that Star had no intentions of butchering the Yaks, Star says that “‘People keep referencing, for the last 24 hours, ‘Well, Jeffrey, a year ago, you said you were only going to use your pets for X, Y, and Z.’ But I think people forget that you can also change your mind,” Star said, adding that his business plan has ‘evolved within the last year.” He addresses this on Twitter as well, saying “But months later I learned how healthy #yak meat is and I started to appreciate learning where my food comes from… Educate yourself & not immediately lash out.”
I see no conflict. I chose to create a cosmetics line that doesn’t torture and test on animals. We all know I’ve never claimed to be vegan, it’s about evolving in the beauty industry & moving past the old ways https://t.co/KDaI9CftMU
— Jeffree Star (@JeffreeStar) May 28, 2022
When I stopped eating fast food & started to care about my body more, I realized I wanted to take what I was doing to a different avenue as well, and it’s been a beautiful experience… Not eating horrible meat from farmers that give animals growth hormones & disgusting additives
— Jeffree Star (@JeffreeStar) May 28, 2022
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Star says the change in the business plan comes from learning how healthy yak meat is and wanting to provide that for other people. He also says that he does not butcher the ones he keeps as pets, saying “‘ Any yak with a name tag is our pet, and we do have a pasture in the back of my land where we’re just making food.'” Although some do not believe Star is doing this for health purposes, some thought that the outrage is due to Star being a controversial figure, but not because of what he is doing. “The constant obsession to tear down Jeffree Star like they know him personally is really fucking weird. I don’t eat meat, but if I did, it would be from a ranch like his and not a factory farm,” one person noted. Still, the topic remains controversial as some believe that Star is pivoting his brand for more monetary gain.
