James Charles Loses Two Million Subscribers Following YouTube Fallout

2 min read

And counting...

Even if you've never popped into the beauty influencer world, there's a good chance names like James Charles, Tati Westbrook and Jeffree Star will ring a bell.

They've transcended the world of YouTube (or MySpace in Jeffree's case) to collaborate and create their own makeup brands and even attend the Met Gala.

But it looks like it’s all crumbling down for ol' James Charles.

The whole thing started when James, 19, posted a vid for Sugar Bear Hair gummy vitamins - a direct competitive of his friend and mentor Tati Westbrook’s own supplement company - at Coachella. 

Tati, 37, posted a clip of herself reacting to the video to her Instagram, saying she felt “lost” and “betrayed” by an unnamed person. James then apologised, explaining that the post wasn't sponsored but it was too late.

Her 43-minute video 'BYE SISTER' cut off ties with James in a very public way:

 

Tati revealed in the video that she and her husband had invested a lot of energy and time into James and his career. She also detailed that while James’ video for Sugar Bear Hair did spark the fight between the two, the reason behind the eventual fall out was for much more.

She explained that she was tired of apologising for James’s behaviour — which she alleged included everything from saying mean things about other beauty influencers to sexually harassing men who weren’t interested. 

"You are using you fame, power and money to play with people’s emotions. You’re threatening to ruin them and embarrass them, and you’re doing that to have them behave sexually in your favour even if they’re straight?" she accused.

"That behaviour is not okay if you’re a woman a man, gay, straight, bi, whatever sexual orientation you are, that is your personal call and it is not someone else’s to take, not someone else’s to play with."

Since the release, James' subscriber count, once 16 million, has been plummeting.

At time of writing, he has dropped more than two million subscribers, sitting close to 14 million. 

Tati, on the other hand, has gained close to three million. A number of high profile celebrities and influencers have also unfollowed James including Kylie Jenner

Jeffree Star, a powerhouse in the beauty community and former friend of James has weighed in saying his partner Nathan even banned him from visiting their Los Angeles home.

"There is a reason that Nathan banned James Charles from ever coming over to our home again," Jeffree wrote on Twitter.

"There's a reason why I haven't seen him since @GlamLifeGuru's birthday in February. He is a danger to society. Everything Tati said is 100% true.

James has responded with an eight-minute long apology to Tati.

"What sucks the most is that I know there's nothing I can say or do to ever earn that friendship or trust back, but I don't blame them for it," he said.

"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. I'm not doing that today, I'm not. That is all I have to say, I'm sorry."

As a YouTuber and influencer whose livelihood is directly related to their follower count, the accusations and subscriber drop will likely have significant repercussions for James. He has also received backlash for out-pricing his events - up to $500 for a ticket - so... it's not looking good.

Meme-wise however?

Bueno.

Image: Instagram / James Charles

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