James Charles to release his own beauty brand

James Charles Is Launching His Own Beauty Brand

He will launch "something new in the market"

Beauty Crew Digital Content Editor / November 12 2019

Beauty mega-influencer James Charles has just confirmed he has his own beauty brand in the pipeline.

"I finally have a solid concept for a brand that hopefully will be something new in the market.”

"I didn’t want to do it [before] because I didn’t have a solid concept.…I didn’t want to put out something that was ridiculous just to slap my name on it and get a few extra dollars in my bank account,” James told WWD.

Despite his previous collab with Morphe, James is planning to release something totally different this time around.

"I definitely won’t be doing another palette anytime soon," he said.

2019 hasn’t been an easy year for James. After becoming embroiled up in a face-off with his former friend and fellow YouTube star, Tati Westbrook, James’s online popularity took a massive hit. 

In the wake of the scandal, James’s follower count plunged by three million in just one week – which is a huge deal for an influencer whose livelihood is dependent on their online reach.

But, the 20-year-old has been making quite the comeback. His followers have returned, he launched an eyeshadow palette and brush collection with Morphe, he and Tati put aside their differences, and now he's got his own brand coming, too!

That’s all we know for now but we’ll be sure to update you as soon as we hear anything further.

If you’re looking for the latest on all the best new beauty launches, check out our picks for November 2019.

Are you a fan of James Charles and are you excited to hear about his beauty brand launch? Let us know in the comments.

Main image credit: @jamescharles

Isobel is a Digital Content Editor at BEAUTYcrew, marie claire and InStyle. When she's not busy hunting for the latest beauty news, you’ll find her arranging her skincare collection in search of the perfect “shelfie.” Isobel was previously BEAUTYcrew's Junior Beauty Writer.