When it comes to pop culture, sometimes there’s just too much to keep up with. No significance how much you desire fames and entertainment, everyone has certain blindspots. For illustration, I’ve watched over 600 escapades of Real Housewives, but I’m not ashamed to be recognised that I’ve only seen like, five episodes of Friends. Nobody’s perfect. This weekend, it’s become clear that many people share the same blindspot: YouTube drama.
The YouTube community is constantly full of theatre and brawling, but the dynamics can be very complicated to understand. By far, the messiest area of the internet is Beauty YouTube. The most popular designers are announced ” Beauty Gurus ,” or BGs, because this is a whole thing. Basically, 80% of BGs have said/ done/ tweeted problematic things, and there are constantly grudges happening based on one person dragging another for sh* t that they’ve probably all done.
T0day, we’re are concentrated on two Beauty Gurus in particular: James Charles and Tati Westbrook. James is a 19 -year-old who has had a meteoric rise in the last two years, culminating in attending the Met Gala this year. Last week, he had 16.5 million readers on YouTube, which is actually insane. Tati Westbrook is a married woman in her 30 s, and she’s been in the YouTube game for a long time. When James Charles was first come through here, she mentored him, and he even did her makeup at her wedding. Before this whole thing started, Tati had 5.9 million customers. Good-for-nothing to be ashamed of, but James had undoubtedly eclipsed her in popularity.
It’s important to note that James Charles previously had a history of saying some problematic stuffs. A duo years ago, a tweet joking about getting Ebola in Africa became viral, and he was issued one of my favorite non-apologies of all time in response.
— James Charles (@ jamescharles) February 16, 2017
In case you didn’t predicted til the end, James announced Africa a country. Yeah. After going to the Met Gala last week, he too announced about how it was a major moment for” influencer representation .” Ah yes, influencers, “the worlds largest” subdued minority in our society. In case you can’t tell, I’m not a huge fan of James, but that’s neither here nor there.
So here’s where the feud started. A few a few weeks ago, at Coachella, James Charles announced an ad for Sugar Bear Hair vitamins. This really isn’t anything out of the ordinary for an influencer, but it knocked off a ridge of theatre, and that’s where Tati Westbrook comes into the picture. The thought is, Tati has her own mane vitamin company, and Sugar Bear is her main entrant. She was obviously hurt by her friend endorsing her competitor, and she posted a two-minute Instagram story that was essentially a subtweet about when pals hurt you.
James’ justification for the Sugar Bear promotion was a little unusual. He said that there was a security issue at Coachella, and at the last minute, Sugar Bear swooped in and offered to give him a certificate crew in exchange for an endorsement. Um, is that how these situations succeed? Tati clearly didn’t buy it, saying that the agreements for these things are all done in advance, and that there’s no way there would have just been an extra security team hanging out at Coachella.
The feud simmered for a pair weeks, but stuffs finally evaporated over on Friday, when Tati announced a 43 -minute video mostly dragging James Charles to hell. Obviously the vitamins were an integrated part of it, but she got into some other sh* t that’s a little more baleful. She called out James for his greedy action toward straight souls, saying that he talks about getting what he misses because he’s a luminary. She also said that the acces he frankly talked about sex in front of her and her husband, as well as his own mother, constructed her very uncomfortable. She also called out James’ mommy for not being in LA with him, saying that she needs to come take care of her son. The video was harsh, but Tati stayed very calm, and seemed fairly rational in all the things she was saying about James.
The video instant proceeded viral, and hours later, James announced a video of his own. It’s an 8-minute defense, where he basically owns up to all the things that Tati said, and doesn’t try to come back at her at all. Compared to his normal videos, where he’s talking a mile a hour and throwing in all the catchphrases humanly possible, the apology is a shocking departure. James’ video speedily became one off the most-disliked videos in the history of YouTube, as thousands of Tati’s angry devotees flooded James’ channel.
In the aftermath of Tati’s videos, there have been some jolly stupendous shiftings in the dynamics. James has lost over 2.5 million subscribers, while Tati has gained over three million. There’s even a live YouTube stream showing their customer amounts side by side, and thousands of people have been watching it at all seasons. Jeffree Star, who is one of the biggest mentions in the YouTube beauty community, came out in strong assist of Tati’s message in a now-deleted tweet 😛 TAGEND
Jeffree has done his fair share of questionable concepts in the past( predicted: prejudiced tweets and videos ), so it’s a little paradoxical that he’s calling James Charles a “danger to society,” but his commands still carry a lot of power in this community. James Charles has also been unfollowed on Instagram by lots of famous people, including Kylie Jenner, Shawn Mendes, Kim Kardashian, Halsey, and Demi Lovato. Obviously, the sense has gotten out that James isn’t a good person to be associated with right now, and they’re leap send left and right. Pop singer Zara Larsson even tweeted( then deleted) a statement corroborating Tati’s claims about James going after straight lovers, saying that he’s slip into her boyfriend’s multiple times.
As of now, neither James Charles nor Tati Westbrook have done videos since Friday, and they haven’t posted on social media, except Tati saying that she wouldn’t be announcing a video on Monday like she usually does. Candidly, her argue is pretty humorous, considering that this is a situation that she created.
There won’t has become a video tomorrow. My heart is still too heavy. I feel like I need to remind you that we can hold truth& induce vary without grabbing onto hate. Honor your bless, don’t abuse them. Celebrating pain will simply deliver it to your door. love you guys, see you soon
— Tati Westbrook (@ GlamLifeGuru) May 13, 2019
I’m sure she’s had a traumatic weekend, but “shes been” time needs a few days to figure out what she’s going to do to entertain her three million brand-new customers. Her issues with James Charles seem to be legit, but you still have to wonder about the exact incitements for taking him down in such a public, thought out manner. It’ll be mesmerizing to see what moves both she and James conclude next, but I have a feeling this is far from over.
So there you have it, welcome to a period in the world of beauty YouTube. Do you need a nap now? Because I do; all this sh* t is exhausting.
Images: Shutterstock; jamescharles, jeffreestar, zaralarsson, glamlifeguru/ Twitter; Glamlifeguru, Jamescharles/ YouTube
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