Roll out the red carpet, put on your eyelash extensions, and keep an eye on Beauty Twitter because it’s about to hit high alert. YouTuber James Charles is back with a new 27-minute video, after taking a looong break in the wake of a feud/scandal that caused ruptures in the online beauty world. The short version is that he name-dropped a beauty supplement company on Instagram, which caused tension with his then-friend and mentor Tati Westbrook, who is also a vlogger and sells her own supplements. Other people jumped in, Twitter took sides, and things got more heated than the curling iron you accidentally left switched on. Yikes.
Since the storm broke, Charles has been keeping a low profile, although he’s been posting fairly regularly on Instagram, including an a cappella version of the National Anthem in honor of Memorial Day. We’ve also spotted him out and about, notably when he attended Kylie Jenner’s roller disco-themed launch party for her new skin care line, Kylie Skin — which of course caused controversy, since Kylie was one of his many subscribers who unfollowed his YouTube channel following the Tati Westbrook controversy. *Takes deep breath.*
James Charles attended the launch party for Kylie Skin, and even got a photo with “momager” Kris Jenner https://t.co/r97PxKHJlN
— The Cut (@TheCut) May 24, 2019
But Charles, at least, is ready to move on.
This is his first video in a month, and he and his fans have been getting super excited for his comeback since he teased a new tutorial last week:
would y’all want a tutorial on this look or are you bored of seeing rainbow looks from me? u can be honest it won’t hurt my feelings I promise hahaha pic.twitter.com/9CKnJZ7WwF
— James Charles (@jamescharles) June 12, 2019
There was a little more teasing…
I’m excited to come back 🥺❤️ https://t.co/DwLjYPu46E
— James Charles (@jamescharles) June 17, 2019
Finally, on June 18th, Charles posted his glorious rainbow-themed return:
[fm_youtube url="https://www.youtube.com/watch?v=v26nVoCWkH8"]Before getting to the glamour, Charles explains that after everything kicked off with Tati (although he doesn’t namedrop her specifically), he took a break from posting, and from being so into social media. “For the past three years, I have been literally addicted to filming videos and checking my social media,” he says. “It was so much fun, but it got to a point where it was incredibly toxic for me and my mental health. And after everything that just went on on social media, I just needed some time to detox.”
After discussing his mental health, Charles got down to business.
He explains that in this video, he’ll be recreating a look originally designed by British makeup artist Chloe Fitzpatrick.
This comes after he was previously criticized for not giving appropriate credit to other makeup artists whose looks he filmed:
Isn't James Charles job thinking of new ideas? Instead he uses smaller influencer's and puts the credit really small on IG 🙄
— rachel austin (@rachelmarie2727) June 13, 2019
His rainbow eyeshadow design doesn’t just look fabulous, it’s trying to do something fabulous in the name of Charles’ favorite month: Pride Month!
In the video, instead of using his own James Charles x Morphe palette, Charles uses products from Morphe’s Pride collection.
He explains that they will be donating 100% of the net proceeds from this collection to The Trevor Project, a charity committed to suicide prevention and crisis intervention among LGBTQ+ people. (Since we aren’t all accountants, “net proceeds” means all the money leftover after you’ve paid for expenses like manufacturing and shipping.)
Charles also said that he’ll be donating all of the profits from the video’s YouTube adSense to The Trevor Project. At the end of the video, Charles added that he will also be giving “a huge chunk” of the proceeds from the upcoming relaunch of his apparel line, Sisters, to the charity.
The response to his return has been mixed:
On the one hand, he’s won people back.
One thing you can not say is that @jamescharles does not slay his makeup. Just period. and well done on the comeback. Coming from a bandwagon ass unfollower.
— Chanse Moore (@no_MooreChanses) June 19, 2019
Some people were more than ready:
I watched it as soon as YouTube notified me you had a new video
— Ross Wieloch (@WielochRoss) June 19, 2019
The devoted fans are as devoted as ever:
And they’re starting young:
My daughter (15) and I (41) were counting down the days til your video! We watched it together as soon as I got home from work. Then my five year old daughter heard what we were watching and runs into the room and shouts "Sisters!!"
— Rachel (@Rachel35522547) June 19, 2019
Let’s give a shoutout to the people who skipped the drama part to recreate the look:
@jamescharles , I used your video as my inspiration, but added my own twist to it, definitely need practice lol. Ily, I’m glad you’re back. I missed you, sister. pic.twitter.com/Y0OXNmNhFG
— autumn johnson (@ZquadAutumn) June 19, 2019
But not everyone is pleased to see Charles back:
Can’t say the same. My day will go on just fine without watching your videos.
— Niah (@niah_katheryn) June 19, 2019
In the two days since Charles posted his new video, he’s regained nearly 5 million followers. Does this mean he’s officially un-cancelled?
Watch this space — and his YouTube channel — to find out…
