James Charles Apologizes to Alicia Keys For Slamming Her New Beauty Line

Makeup influencer, James Charles has found himself apologizing for yet another mistake. Charles’ latest apology, this time is about a ‘childish’ sub-tweet about Alicia Keys’ new Beauty Brand.

maxresdefault 12

Keys has become the latest celebrity to announce the launch of her own beauty brand. Following in the footsteps of fellow singers such as Rihanna (Fenty Beauty), Lady Gaga (Haus Cosmetics), and Selena Gomez (Rare Beauty).

rs 1024x759 200714130059 1024 E Comm celebrity beauty brands rihanna selena lady gaga 1

“People who do not wear makeup should not be coming out with makeup brands”

On August 5, e.l.f. Beauty announced that the Grammy-winning artist would be launching a “lifestyle beauty brand.” Of “skin-loving, dermatologist-developed, cruelty-free products” sometime in 2021.

this 2

Charles then tweeted in a since deleted tweet, saying, “people who do not wear makeup should not be coming out with makeup brands but that’s just my opinion.” He followed it up with, “people assumed I was shading my own friends or people I love which is not the case lol.”

“Many celebrities come into the beauty space as a cash grab”

The 21-year-old YouTuber recently took to Twitter on Thursday, to publicly apologise for his ‘Microaggressive’ tweet. “Yesterday, I posted a sub-tweet about how I thought some celebrities shouldn’t launch makeup lines. It was about @aliciakeys,” the social media celeb wrote. “A few years ago, she announced that she no longer would wear makeup. So I was bothered because many celebrities come into the beauty space as a cash grab without any actual passion and then leave.”


The 15-time Grammy Award winning artist and producer, Keys made headlines in 2016 when she announced that she would be going increasingly make-up free. She was inspired by not wearing cosmetics on the cover of her album, Here. Keys has since walked the red carpet multiple times either bare-faced or wearing minimal make-up. And her flawless skin often outshines full make-up looks. The singer has also made it clear before, just because she chooses not to wear makeup, doesn’t mean she hates it.

o ALICIA facebook

“It wasn’t my place to gatekeep this industry”

James continued to acknowledge the deleted tweet, saying.”It’s childish to indirect tweet someone” because he is “not the gatekeeper of makeup.”

“Anyone should be able to secure their bag and it’s not up to me which brands people should or shouldn’t support.” James also noted he was glad he deleted the post because, after reading further, he learned that Keys’ beauty line is for skincare.

“This was my mistake and I should’ve read more before tweeting. Because literally who BETTER to talk about keeping your skin clear without makeup?” James added. “Regardless of my intention with my tweet, it ended up being a microaggression against someone I respect. So to @aliciakeys I owe a direct apology—I’m sorry. It wasn’t my place to gatekeep 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.”

“Does anyone else get slightly irritated when celebs come out with entire makeup lines?”

Alicia Keys feature photo 1 1

James Charles isn’t the only influencer to question Alicia Keys’ decision to launch a beauty brand. Manny Gutierrez, a.k.a. Manny MUA, fellow makeup influencer, also came under fire after tweeting his thoughts.

maxresdefault 1 2

“Does anyone else get slightly irritated when celebs come out with entire makeup lines?” the 29-year-old beauty vlogger tweeted. “Especially when those celebs don’t even wear makeup … I’m like girl.”

sdfewfedgerh 1

When a follower also accused Kylie Jenner of “trying to outdo Rihanna,” Manny replied, “See with Rihanna and Kylie I get it tho.. They’re glam girls! They wear makeup, they’re known for their makeup so I can see that…. but some other people I’m like HUH?!” James agreed with a like.

Critisicm and Backlash

Safe to say, this did not sit well with fans and followers. A lot of them took to social media platforms to criticize the influencers. Musical artist, Kahlen Barry also spoke out.

“Y’all always wanna shade Black women but where is this energy for the other YT (YouTube) women that are coming out with makeup lines? Just saying..” the artist tweeted. He later tweeted, “I’m actually so annoyed. You’re REAL loud when disrespecting Black women but won’t dare raise your lips against a white woman doing the same thing, that ur trying to drag a Black woman for doing.” In case there was any confusion, Kahlen then added, “And yes I’m talking to u James and Manny.”

“There is room and space for EVERYONE in this community”

Manny followed up with an official public apology on Twitter. “Hey guys! So yesterday I tweeted that I get slightly irritated when large celebs create cosmetic lines. When they don’t wear a ton of makeup. Because I saw the news about Alicia Keys releasing a beauty line,” he began. “I only tweeted because I know that she stopped wearing makeup years ago. But I should have researched more to discover that she is working with e.l.f. cosmetics to develop SKINCARE.”

sdewfedgdewg 1

“I get defensive of the beauty community because so many celebrities only come out with cosmetics lines as a cash grab. But I shouldn’t have jumped the gun and regardless, I know I am not the be-all-end-all voice of makeup. Anyone can create what they want to create! That’s the beauty of our community!”

Near the end of his message, he wrote that he apologizes to Keys and those he upset “for being so quick to make a judgment.” Noting that, “there is room and space for EVERYONE in this community.”

“Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless”

E.L.F.’s chairman and CEO, Tarang Amin, said in a statement that the company’s new venture with Keys will be far more than just another celebrity collaboration.


“We are beyond thrilled to leverage our strengths to help realize Alicia’s vision. As it not only aligns with our mission to make the best of beauty accessible, but infuses it with an even deeper dimension,” the statement read. “As a brand builder, I’m excited and very energized about the opportunities for us to reach new audiences in creative ways and to continue to lead in category innovation.”

The line doesn’t have an official name yet. However, everything will be cruelty-free, dermatologist-developed, and “inspired by Keys’s own skin-care journey,” said Kory Marchisotto, e.l.f.’s chief marketing officer.

Alicia Keys here album

Marchisotto continued, “Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty. Alicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep.”


Leave a Reply