Makeup Mogul James Charles Loses Over 2 million followers following his messy apology to Tati Westbrook

Approximately three years ago, a makeup vlogger entered the YouTube world as an apprentice to Tati Westbrook. It all started when his first makeup tutorial, entitled “SUMMER GLOW + BOLD LIP Makeup Tutorial”.

Westbrook took a liking to him, as she is also a makeup artist and entrepreneur vlogger on YouTube. And it didn’t take Charles long to devote his passion for makeup to his mentor, Tati Westbrook. With help from her mentoring, and his own charisma, Charles gained over 16 million followers, nearly tripled the amount of Westbrook followers at that time.

However, following a public feud involving hair supplements created by Tati, Charles’s subscriber numbers dropped tremendously. Charles was asked by Tati to promote her Halo brand on his social media platform, which consists of hair supplements. However, he had the nerve to refuse her request, saying that promoting supplements to his young- leaning audience made him uncomfortable.

But in late April, he posted a sponsored Instagram story telling his fans to “check out” Sugar Bear Hair – a competitor to Westbrook’s hair supplement brand. This promotion was seen by his audience as a stab in the back to Westbrook after she took to social media with a heartfelt message entitled “Bye Sister”. Westbrook said, not only was he disloyal by sharing her competitors product and refused hers; but he had also been spreading lies about her , made unprompted and hurtful statements about fellow beauty YouTubers, in addition to making inappropriate comments about straight men he wanted to hook up with, despite their heterosexual orientation.

In the hours following “Bye Sister”, Charles uploaded a response apology, begging Westbrook to forgive him. His apology was seen as self serving by Westbrook’s followers. Subsequently, Charles’ YouTube subscriber count started to shrink, with some of his followers leaving to subscribe to Westbrook. Since May 10, when “Bye Sister” was released, Charles has lost at least one million subscribers. Conversely, Westbrook has gained nearly a million new subscribers. Charles’ apology video has garnered a high level of negative feedback with 933,000 ” dislike” votes, compared to 233,000 likes.

Celebrities have unfollowed Charles on his various social media accounts as well, including YouTubers Tana , Jeffrey Star, and Shane Dawson; beauty mogul Kylie Jenner, musicians Shawn Mendes, Demi Lovato, Miley Cyrus, and Katy Perry. You can follow his latest subscriber leakage via YouTube, where Charles’ subscriber is currently significantly declining and is being tracked along with Tati’ s swift increase in subscribers.

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