Makeup guru, James Charles owns up to his mistakes by sending a heartfelt apology to singer Alicia Keys after he shaded her new planned beauty line with e.l.f cosmetics.
The brand announced the partnership on August 5th and the beauty line can be expected to be launched in the year 2021. Her new range will focus on “inner beauty, wellness, and connection.”
James voiced his opinion on Wednesday:
On Wednesday, the MUA James Charles voiced his opinion on the social media platform Twitter in a now-deleted tweet that said,
“People who do not wear makeup should not be coming out with makeup brands”
The shared tweet was seemingly about the Grammy-winning award singer, Alicia Keys, who will be launching her “lifestyle beauty brand” with E.l.f cosmetics according to the press release from the brand.
He apologized for sub-tweeting Alicia Keys:
James Charles shared a public apology note on Twitter on Thursday. The famous Youtuber owned up to his mistake saying that he felt “childish” to indirectly tweet someone and that he is certainly “not the gatekeeper of makeup”
— James Charles (@jamescharles) August 6, 2020
He wrote in the tweet,
“Yesterday, I posted a subtweet about how I thought some celebrities shouldn’t launch makeup lines. It was about Alicia Keys. A few years ago, she announced that she no longer would wear makeup, so I was bothered because many celebrities come into the beauty space as a cash grab without any actual passion and then leave.”
The Makeup Guru further added that “I deleted the tweet after a few mins because it’s childish to indirect tweet someone and I am not the gatekeeper of makeup.”
“Anyone should be able to secure their bag and it’s not up to me which brands people should or shouldn’t support. I’m now glad that I DID delete it because after reading further, I learned that the beauty line is SKINCARE.”
The You-Tuber added that he felt like he had made a mistake and he personally apologized to the singer by continuing,
“Regardless of my intention with my tweet, it ended up being micro-aggression against someone I respect, so to Alicia Keys, I owe a direct apology- I’m sorry. It wasn’t my place to gatekeep this industry. I can’t wait to support and try out the products and I know the brand will be worth a billion in a few years.” He added.
He liked YouTuber Manny MUA’s tweet shading Alicia:
YouTuber James Charles Manny MUA also took to Twitter after the announcement of the launch of the brand but deleted it too that said,
“Does anyone else get slightly irritated when celebs come out with entire makeup lines? Especially when those celebs don’t even wear makeup… I’m like a girl”
The tweet was seemingly about Alicia Keys’ brand launch as well, shading her for not wearing makeup but still launching a collection.
The official announcement by e.l.f cosmetics:
Thee.l.f chief executive Tarang Amin said in an interview that the range will have multiple categories and will have a “strong digital presence” and it will partner with a traditional retailer to reach its customers.
He told the news outlet, “Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless.”
“She has such important messaging on inclusively, empowerment, wellness, self-care, rituals. So really being able to bring all those elements out in rich storytelling is a key part of what this brand is going to be about.”