But after a fellow YouTuber and former mentor of Charles, Tati Westbrook, posted a video accusing him inappropriate sexual behavior and personal attacks against her, Charles has rapidly lost millions of followers over the past three days. Cable news shows like Rachel Maddow and Sean Hannity get around 3 million viewers on a good night, and their YouTube videos average around 200,000 views.
After the sitch reached fever pitch, Tati again spoke out over Twitter, telling fans she would not be releasing her usual weekly video in light of the events, saying her heart was "too heavy", as well as reminding fans not to hold on to hate.
James has not yet commented on the saga following his apology to Tati that was posted on YouTube Saturday afternoon. He calls her "mom" and they regularly have collaborated on multiple videos together. "Love you guys, see you soon", she wrote. Since then, Charles has been featured in Vogue, attended the Met Gala, collaborated with Kylie Jenner, and created his own makeup line. "Goodnight", he said, likely referring to James promoting a direct competitor of Tati's Halo Beauty products. "He could've come face-to-face and chatted with me because he knew this would hurt me".
He went on to say that the reason he took the sponsorship contract was because the company provided security for him at Coachella and that he took no payment for the video. But considering the millions of dollars that YouTubers are earning from their videos and brand contracts, one friend betraying another for a hefty payout is gross.
All the subscribers James Charles has left.
In the video, the main grievances she highlighted were that James didn't warn her about the Sugar Beat Hair ad and that it was orchestrated. "My friend was in an emergency and texted me in the moment... unfortunately since @dragunbeauty used all of our marketing budget on the fantasy, i connected him with sugar bear. nothing shady", she explained. And somehow, you're the victim.
"You know, it's really disgusting to manipulate someone's sexuality, especially when they are still emerging into adulthood and don't have everything quite figured out". And you're doing that to have them behave sexually in your favour, even if they're straight. While many people took Tati's side, others did not.
The feud began Charles and Westbrook when James attended the U.S. music festival Coachella on April 22 and promoted Sugar Bear Hair vitamins - a competitor of Tati's own supplement brand. As for the accusations that he was a sexual predator, he said, "I've been involved in a lot of very odd and unique situations that have left people confused or upset".