James Charles is no stranger to drama. In fact, it seems sometimes as if the beauty guru goes out of his way to start beef with even the most unsuspecting of people.
One such person to fall under James’ scrutiny was none other than musician Alicia Keys, who James took umbrage with after the singer announced earlier this week that she will be releasing a beauty brand in conjunction with e.l.f cosmetics in 2021.
James subtweeted a Twitter post that took a dig at celebrities for starting beauty brands after the announcement which he has since deleted, however he took the time to explain the fishy behaviour to his Twitter followers with a lengthy text post confirming that it had been directed at Alicia: “A few years ago she announced that she would no longer wear makeup, so I was bothered because many celebrities come into the beauty space as a cash grab without any passion and then leave.”
However, James quickly changed his tune once he realised that “regardless of my intention with my tweet, it ended up being a micro aggression against someone I respect.”
“It wasn’t my place to gate keep 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.”
Read the full apology tweet for yourself below:
No word yet from Alicia Keys and her camp but no doubt she’s got a full plate balancing a successful musical career, motherhood and launching a beauty brand. Hats off to you Queen.
This isn’t the first time James has had beef. Remember when he got cancelled by the online beauty community?
Main image credit: @jamescharles
Briar is the Beauty Editor at BEAUTYcrew. Her 'down for anything' attitude has resulted in more than a handful of hair transformations, and she doesn't mind being used as a guinea pig for the industry's most unusual products and treatments. Her work has also appeared on Refinery29, Girlfriend and beautyheaven.