Charles has lost almost 3 million subscribers - including celebrities - after a feud with fellow makeup artist Tati Westbrook was made public, splitting their lucrative followers into two camps. Yes, it's taken the internet by viral storm but for those that don't follow the beauty YouTubers, it can be pretty confusing. Who is James Charles?
James Charles has been losing thousands of subscribers since May 7.
Tati Westbrook subscriber count.
Beauty. The 19-year-old New Yorker is best known for his make-up tutorials. She became a hit it and it wasn't long before she had millions of viewers, ad contracts and insane numbers of Instagram followers. "Goodnight", he said, likely referring to James promoting a direct competitor of Tati's Halo Beauty products.
According to a report from Us Weekly, fellow YouTube star, Jeffree Star, isn't supportive of Mr. James Charles either, following Charles rise to fame on the platform as a social media influencer and LGBT icon. She took him under his wing and even flew him out to do her wedding makeup. "Love you guys, see you soon", she wrote. "I wish I could say this is the last time that I make a mistake, but it won't be".
The Daily Mail reported Tati, 37, said that James' choice to promote a competitor rather than her own company was the latest example of bad behaviour.
Since the video was uploaded, about 3 million of Charles' 16 million fans have stopped following his YouTube channel.
"To Tati and James Westbrook I'm sorry for everything that is going on, everything that I've put you through over the past few weeks", Charles said.
In the video, the main grievances she highlighted were that James didn't warn her about the Sugar Beat Hair ad and that it was orchestrated.
In the video, she accused Charles of spreading lies about her and called him out for saying hurtful things about other people in the beauty community. She later added, "I feel like deleting this cause I checked and it wasn't several times, only one DM and some comments under pictures".
Many celebrities have since come out in support of Westbrook, including social media personality Jeffree Star, who said his boyfriend had banned Charles from entering their home. And somehow, you're the victim.
"You know, it's really disgusting to manipulate someone's sexuality, especially when they are still emerging into adulthood and don't have everything quite figured out".
"You're threatening to ruin them". And you're doing that to have them behave sexually in your favour, even if they're straight.
How has James Charles responded?"But I have always tried".
On Saturday (May 11), a day after the video was shared, Charles lost 1,261,460 subscribers, according to Social Blade.