Yesterday, American beauty vlogger Jeffree Star announced on social media that he now has his own Snapchat filter to mark products as "Jeffree Star Approved," his signature phrase for giving products a positive review on his YouTube channel. After the announcement, however, Jeffree also took the opportunity to call out another vlogger.
He began by saying that another YouTuber who isn't known in the US has tried to "steal" the concept of his Approved series. "I know I didn't invent the word 'approved,' but girl, that's been my thing for two years now. It's trademarked, it's on merch, don't try me," says the vlogger.
While Jeffree did not mention who he was referring to, fans quickly assumed that it was Filipina YouTuber Michelle Dy, who has recently started her own series called MD Approved. The speculations were confirmed when fans spotted the comment left by Jeffree on one of her videos.
Shortly after Jeffree's post, Michelle issued a statement on Twitter. She began by saying that she watches and looks up to Jeffree, and that her MD Approved series was indeed inspired by the American vlogger's, which she even stated in the description of her now-deleted videos. She also said that she was unaware that the Jeffree Star Approved series is "copyrighted in America." After which, Michelle issued a public apology.
She wrote: "I would like to take this opportunity to sincerely apologize to Jeffree Star if in any way or another, I may have violated your rights from the use of your trademark. Videos from my channel [have] been deleted already and rest-assured that it will not happen again. Again, I am sorry."
As of writing, Jeffree Star has not directly acknowledged Michelle's statement and has not addressed the issue since.