Poet Dante rightfully says “Worldly fame is but a breath of wind that blows now this way, and now that, and changes name as it changes in direction.”
It doesn’t take much time to lose your fame as much as it takes to gain it. And the whole James Charles situation is the perfect example of it.
YouTuber James Charles, a 19-year-old beauty and makeup mogul lost more than 2 million subscribers in a matter of 24 hours.
What’s the tea?
Well, the tea is that he apparently “betrayed” the trust of his longtime mentor and fellow beauty guru Tati Westbrook.
Tati Westbrook, the 37-years-old YouTube star and beauty guru released a 43-minute long video on Friday.
Here, she spilled out a lot of information and called out James Charles for multiple things.
On April, Charles, like any other privileged Americans attended Coachella, one of the biggest music festivals in the country.
There, the makeup artist apparently posted an Instagram video promoting Sleep Vitamins by Sugar Bear Hair. Thanking them for helping him sleep during a hectic time.
Sugar Bear Hair is a vitamin company that promises stronger and healthier hair. And just like Charles, numerous other celebrities promote it on their channels.
Now, you might think why is it such a big deal, he was just promoting a brand, right?
Well, the catch is that Sugar Bear Hair is a direct competitor of Tati’s supplement brand Halo Beauty.
The beauty guru has been a longtime mentor of the 19-year-old mogul and is also a regular supporter of his brand “Sisters”.
So, she initially called him out on Instagram for his decision to promote the competitor’s brand as opposed to hers and shared she felt ‘betrayed’ by him.
She said that it was the final straw in a string of incidents that made her want to end her friendship with Charles and cut all associations with him.
Shortly after, James released a statement publicly apologizing to Tati.
‘She has been like a mother to me since my first days in this industry and has given me more love, support, resources and advice than I could ever ask for.”
He also admits to not taking any money from the company.
But, that didn’t stop Tati to go on YouTube and share a 43-minute long video titled “Bye Sister”.
In the lengthy video, she explains why she decided to cut ties with her longtime friend.
“I have finally had enough,” shared Tati on the video.
It wasn’t just the only issue the YouTuber had with Charles. She addressed other issues like her feeling “disrespectful” and “used” and him being “ungrateful”.
She accused the makeup genius of trying to manipulate people and tricking straight men into thinking they’re gay.
“You are using your fame, power, and money to play with people’s emotions. I don’t want to be friends with you. I don’t want to be associated with you.”
As soon as the video hit the internet, social media went crazy. According to Daily Mail, in a matter of 24 hours, James Charles’ YouTube subscribers went from 16 million to 13 million.
Some of the biggest celebrities including Kylie Jenner, Kim Kardashian, Katy Perry, and Miley Cyrus also unfollowed the 19-year old millionaire makeup artist.
Since then, James, who is currently on a tour to Gold Coast, Australia to promote his Sisters pop up shop, released a video on youtube titled “Tati”.
There, he addresses all the issues Tati brought up and apologizes to her and her husband James Westbrook.
“I’m sorry for everything that is going on, everything that I put you through over the past few weeks,”
He ended the video saying “A lot of the time when I’ve had to address things in the past, I’ve acted out of impulse and I’ve gone off and tried to pull receipts or facts or screenshots and play the victim and I’m not doing that today, I’m not. That is all I have to say, I’m sorry.”
Since the feud has become public, celebrities and YouTube stars alike have decided to weigh in on the situation.
James has already lost a number of big names including Kylie Jenner and Kim Kardashian.
Youtubers like Tyler Oakley, Jackie Aina, Pewdiepie, and Shane Dawson have all expressed their views either via Twitter or YouTube.
Another makeup mogul to weigh in on the situation is Jeffree Star.
Star has given his full support to Tati confirming that everything Tati shared on her video is 100% true.
He also went ahead and called James a “danger to society”.
What I take from this whole situation is that if you can’t handle yourself, the things you say and do, it’ll come after you in the future.
And it happened to James as well.
The truth is, it obviously feels the worse when your own people don’t support you. So, it makes sense that Tati felt hurt and used.
There were other personal issues even before the Coachella incident. So, a 43-minute video is somewhat understandable.
However, if we talk about the product James promoted in his video was Sleep Vitamins by Sugar Bear Hair.
It’s true that Sugar Bear Hair has a similar line of products to her Halo Beauty. But, her company doesn’t sell sleep vitamins.
And Charles was promoting one thing she doesn’t sell. What’s the harm in that?