James Charles

On October 11, 2016, James Charles made headlines by becoming the first male ambassador for the major cosmetics brand CoverGirl. This announcement followed a viral social media post by Charles showcasing his makeup skills, which garnered significant attention online. The partnership represented a groundbreaking moment in the beauty industry, highlighting a shift towards inclusivity and diversity as brands began to embrace more male beauty influencers.

In February 2017, James Charles faced significant backlash after posting an insensitive Tweet joking about contracting Ebola. The controversial remark was made on February 27, 2017, as Charles was preparing for a school-sponsored trip to South Africa. The tweet was widely criticized for being offensive and ignorant of the serious implications of the Ebola virus. Following the backlash, Charles deleted the tweet and issued an apology. The incident highlighted issues relating to the social responsibility of influencers and the impacts of their words.

On May 11, 2018, beauty YouTuber Tati Westbrook uploaded a video titled 'Bye Sister', in which she publicly ended her friendship with James Charles. The 43-minute video detailed accusations against Charles, including betrayal and spreading false rumors, and claimed that Charles promoted a rival beauty supplement. The video went viral, garnering millions of views within days, and precipitated a massive public backlash against Charles, leading to a significant drop in his subscriber count. The incident is often cited as a major example of 'cancel culture' within the YouTube community.

Following the public fallout with Tati Westbrook, James Charles posted a 41-minute video titled 'No More Lies' on May 18, 2019. In the video, Charles defended himself against accusations made by Westbrook, offering evidence to counter her claims and apologizing for any past mistakes. The video was part of a larger effort to rebuild his reputation and regain public trust. During and after the release of this video, Charles began to recover his subscriber count and regain standing within the YouTube community.

In December 2019, James Charles launched his own clothing line, 'Sisters Apparel'. The brand was an extension of his online persona, featuring casual wear such as hoodies and t-shirts emblazoned with his signature sayings and graphics. The launch was met with enthusiasm by his fanbase and demonstrated Charles's ability to expand his influence beyond the beauty industry into fashion and merchandise. The brand emphasized inclusivity, offering a wide range of sizes and styles.

On August 11, 2020, James Charles premiered as the host of 'Instant Influencer', a YouTube Original competition series aimed at finding the next big beauty influencer. The series marked a significant career milestone for Charles, as he expanded into the role of a producer and presenter. Contestants competed in various challenges related to beauty and online content creation, with Charles providing mentorship and judging their performances. The show was well-received, and further cemented Charles's status as a leading figure in the beauty community.

In April 2021, James Charles faced serious allegations of inappropriate conduct stemming from conversations with minors. The accusations came to light after messages surfaced on social media platforms. Charles addressed the allegations in a video titled 'holding myself accountable' released on April 1, 2021, where he admitted to having had engagements with minors, citing irresponsibility and negligence. The controversy had significant repercussions, including severed partnerships with various brands and a temporary demonetization of his YouTube channel.

After a period of relative silence following allegations of misconduct, James Charles returned to YouTube on May 12, 2022, with a new video titled 'Open to Criticism'. In this video, Charles addressed past controversies and pledged to be more transparent with his audience and receptive to constructive criticism. He discussed changes in his personal and professional life as part of his effort to rebuild trust with his followers. The video marked a new chapter in Charles's career, as he worked to redefine his public image and move forward from past mistakes.

On October 8, 2023, James Charles launched a new makeup line called 'Painted'. This line featured a collection of products designed by Charles himself, including eyeshadow palettes, lipsticks, and face products. 'Painted' was designed to cater to a diverse audience, promoting creativity and individual expression through makeup. The launch was accompanied by a promotional campaign highlighting the brand's focus on bold and vibrant colors and inclusive marketing. It represented Charles's return to the forefront of the beauty industry with a signature product line.