How This YouTuber Lost 1.5 Million Subscribers In 24 Hours
The online beauty world has been rocked with the very public feud between Tati Westbrook and James Charles.
You may have seen the names James Charles and Tati Westbrook all over the internet this week, and there's a good reason.
The two beauty influencers and major YouTube "celebrities" had a very public falling out. Tati -- founder of Halo Beauty -- posted a 43-minute video to her channel calling out James.
Here's everything you need to know about all the tea, drama, reactions and repercussions.
Who is Tati Westbrook?
One of the OG beauty influencers on YouTube, Tati -- aka GlamLifeGuru -- has been a major part of the beauty blogger/YouTuber community for years. She also is credited as James Charles' mentor and part of the reason the young star rose to fame so quickly.
In early 2018 Tati launched Halo Beauty, a range of vitamins to promote hair, skin and nail health.
Who is James Charles?
Charles launched his YouTube channel fairly late in the game, late 2015, but has amassed a massive following. James became CoverGirl's first male ambassador in 2016 when he was just 17 years old.
James has launched makeup pallets and fast became one of the most prominent faces in the Makeup Artist YouTuber brand.
READ MORE: What's The Deal With Becoming An Influencer?
What happened this week?
Everything kicked off when James posted sponsored content for the brand Sugar Bear Hair, another beauty supplement and a competitor to Tati's Halo Beauty. Obviously, Tati responded on her own channels clearly upset, posting a tearful story to her Instagram saying, "It's not right".
James then posted a public apology to HIS story writing, "I did not accept any money for the post. As most of you know, Tati has a vitamin brand which I take on a daily basis, but in the moment, I did not think about the competition, which was a major oversight.
"I've supported Tati both online and off like she has done for me and am devastated that I hurt somebody that I truly love and have endless respect for."
It's unclear if James did receive money for the original post, as it was clearly labelled "#ad" as well as including a "swipe up" link to purchase more.
Early Saturday morning Tati released a video titled "Bye Sister", a clear reference to James' proclivity to call his fans "sisters". In the clip, Tati went into extreme detail regarding what led to her cutting ties with James completely.
She explained why she felt betrayed by James -- who has in the past said he didn't want to promote her supplements to "his young audience". Meanwhile, throughout her videos, Tati has regularly plugged James' products and discount codes to her audience.
The video then went on to detail behaviours Tati felt were inappropriate. Since her video, several other women have come forward claiming James attempted to message their boyfriends.
Tati went on to claim James had been bad-mouthing others in the beauty community including her, and had said inappropriate things in front of her friends and family -- and that she could no longer stand this behaviour.
"You are a 19-year-old millionaire. You do not get to wake up and stress out about how unfair your job is. That is so ridiculous to me," she said in the lengthy video.
"Get off your high horse and have some respect. You don't have any for the people who are in this industry and that's the sad fact."
According to YouTube data site SocialBlade, since Tati's video, Charles has lost over 1.5 million subscribers in 24 hours.
James was actually in Australia when this all went down, and woke up to find the whole internet discussing him. He later posted an apology video of his own.
The video, simply titled "tati", received more than 1.3 million dislikes since it was uploaded yesterday morning, making it one of the fastest disliked videos of all time.
Is this the first James Charles controversy?
Lol, girl, no.
In his few years in the spotlight, James Charles has been something of a lightning rod of "controversies" with some far more problematic than others.
James first hit viral fame for a tweet where he supposedly brought a ring light to his high school to make sure his "highlight would be popping". It was later discovered that this was not entirely true.
In early 2017 he tweeted, "I can't believe we're going to Africa today omg what if we get Ebola?" Followers called for CoverGirl to drop him as a spokesperson after more problematic tweets surfaced. He also attempted to apologise to the "country" of Africa.
There was the public feud with the young cast of the film 'It' after he posted tweets from the cinema writing the film was "already awful" and that he had been texting a friend the entire time.
Soon after dragging the film, James posted an "It Pennywise Glam Hollywood Makeup Tutorial" to his channel. The cast, again, decided to drag him for it.
He referred to Ariana Grande as the "rudest celebrity" he's ever met -- then was forced to backtrack and issue an apology.
Recently James was chastised for attempting to "educate" his young fans on his lingo, posting a video of "Sister Speech" which played off many terms and phrases coined by queer people, people of colour and -- especially -- queer people of colour. In the video James incorrectly references the phrase "the house down", simply saying "the house".
More recently James attended the Met Gala, later posting to Instagram: "being invited to such an important event like the ball is such an honour and a step forward in the right direction for influencer representation in the media and I am so excited to be a catalyst".
James was not the first influencer to attend the Met Ball and again was dragged for his comments.
While James has faced controversy time and time again, and despite losing a whopping amount of subscribers in a short amount of time, the young influencer still has over 14.8 million subscribers on YouTube, over 15 million followers on Instagram and over 3.6 million on Twitter.
... for now.