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What are we willing to cancel people over, anyway?
https://mashable.com/article/james-charles-tati-westbrook-bye-sisters-youtube-drama/
Beautube continues to be the messy hellscape that it is, but the feud that went down between two major YouTubers just goes to show that nobody is above drama. Still, James Charles has a history of problematic behavior — why did it take until now for the community to cancel him?
YouTube’s beauty community was shaken on Friday when Tati Westbrook dropped a 43-minute video exposing her longtime friend and mentee James Charles. Among other reprehensible behavior, Tati also denounced his habit of allegedly sexually harassing straight men.
The takedown followed weeks of rumors, screenshots, and snarky reaction videos from other vloggers, so it wasn’t new, but it was the catalyst that has other influencers distancing themselves from the teenage makeup guru.
If you’re unfamiliar with the wild world of beauty YouTube, here’s a rundown of all the people involved.
James Charles is a 19-year-old beauty maven who went viral in 2016 for not only wearing makeup in his senior photos, but also being extra enough to bring a ring light to emphasize his highlighter. Later that year, he became the first male spokesperson for CoverGirl. Since then, he’s amassed an immense social media following — at its peak, he had 15 million subscribers on YouTube.
Charles’ nearly overnight fame reached a climax usually reserved for traditional celebrities, not influencers, when he was invited to the Met Gala earlier in May. He raised eyebrows when he called the invitation “a step forward in the right direction for influencer representation in the media” in an Instagram post.
But after his rapid ascent to stardom, Charles is now crashing back down. He’s been cancelled.
Tati Westbrook is a 37-year-old makeup YouTuber who also owns Halo Beauty, a supplement company that sells gummy vitamins for strengthening hair and nails. Her direct competitor is Sugar Bear Hair, a similar company whose products have been endorsed by a variety of influencers, including the Kardashian-Jenner clan.
Tati has been “like a mother” to James, according to James himself. She took the budding star under her wing when his career was just kicking off — and he even did her wedding makeup.
Keeping up? Good, because this is where it gets messy.
On April 22, James posted an endorsement for Sugar Bear Hair on his Instagram story after the company supposedly helped him with a security issue during Coachella. Without naming names, Tati said she felt “lost” and “betrayed” on her Instagram story.
“When you do so much for people in your life and they not only don’t return the favor, but they just don’t even see you,” Tati said in her tearful video. “I feel really used.”
James publicly apologized in similarly teary Instagram story the next day, and told his followers that he “did not think about the competition.”
“She has been like a mother to me since my first days in this industry,” he said in his public apology, adding that he didn’t accept any money for the post and that he uses Tati’s vitamin brand daily. “And has given me more love, support, resources, and advice than I could ever ask for.”
Fellow makeup YouTuber Gabriel Zamora — who you might remember from the YouTube apology fiasco in summer 2018 known as Dramageddon — weighed in on the situation. In a video posted on May 4, he chided Tati for her immature reaction.
“All these videos are being made where James is being made out to be this horrible human being and I’m just confused as to what happened,” Gabriel said.
In response, Tati posted a video on Friday titled “BYE SISTER,” a play on James’ signature vlog intro, “Hi sisters!” The lengthy video dives into why Tati felt unappreciated by James, from his hesitation to promote her brand to his reluctance to collaborate with her. She publicly severed ties with him, concluding that it was “painful to lose someone you care about, that you thought would be in your life forever, but the chapter’s closed.”
Since dropping the video, Tati has been rapidly gaining followers as James loses them. Twitter users and other influencers paid attention.