The reign of James Charles is under serious threat. The YouTuber, who first rose to fame in 2016 as the first male Covergirl, has lost more than 3 million followers in just a few days meaning he is no longer the most followed beauty guru! The sudden decline comes after fellow beauty influencer and former friend Tati Westbrook called James out for advertising SugarBearHair, a competitor to her own brand Halo Beauty.
The huge online fall out started when James posted sponsored content for the brand advertising their Sleep Vitamins. In response, Tati posted to her own socials, obviously upset by the betrayal, saying that it was “just not right”. It is rumoured that Tati asked James to advertise her products in the past but he refused. Tati has been James Charles unofficial mentor and close friend since he first started his channel back in 2015. Not only that but insiders say she was pretty much the reason it grew as quickly as it did!
Taking to Youtube, Tati posted a video titled ‘Bye, Sister’ cutting all ties with James. “Get off your high horse and have some respect,” she said. “You don’t have any for the people that are in this industry and that’s the sad fact.” Awkward…
Too Little, Too Late
Just hours before he was due to make an appearance on the Gold Coast, James posted a reply video on his own channel. He acknowledged that Tati and her husband had been parental figures in his life and said he regrets his decision.
“I hate knowing that I disappointed not only my fans but two people that have been role models for me doing this,” he said in the emotional, makeup-free video. “What sucks the most is I know there is nothing I can say or do to ever earn that friendship or trust back but I don’t blame them for that.”
The feud has seen fans of both beauty influencers side with their favourite, but Tati’s fans believe that this is the end of James Charles and his time at the top. So much drama! We’ll just have to wait and see if they’re right…
We want your opinion! Whose side are you on? Team James or Team Tati? Let us know in the comments!
Over the drama and just love makeup? Check out the best looks created with James’ latest palette here.