The Rise and Fall of James Charles: From Star YouTuber to Backlash

Without a doubt, at one point, James Charles was untouchable on YouTube. He built one of the biggest beauty channels on the platform even before turning 25. He had millions of views on his videos, celebrity collaborations, and dramatic online feuds. Multiple brands lined up to work with him, while fans copied his catchphrases and style.

Then the cracks started to show. Today, the influencer who once dominated YouTube’s beauty world no longer carries the same power he once had. His subscriber growth slowed, and major partnerships faded. Online criticism has also become frequent on social media.

The fall of James Charles did not happen overnight. It came through public scandals, damaged trust, and years of backlash.

Charles first rose to fame in 2016 after becoming the first male ambassador for CoverGirl. His sharp makeup skills and high-energy videos quickly helped him stand out in the crowded beauty scene.

Simultaneously, his YouTube channel also exploded. He collaborated with stars including Kylie Jenner and Kim Kardashian, bringing him to public attention. By 2019, he had more than 16 million subscribers and was one of the biggest beauty creators online.

The first major blow came in May 2019. Beauty creator Tati Westbrook uploaded a video titled “Bye Sister,” accusing Charles of betrayal and inappropriate behavior. According to BuzzFeed News, the video gave way to one of the biggest scandals in YouTube history.

Westbrook claimed Charles promoted a vitamin brand, rival to her brand, despite her support for his career. She was also one of the closest people to him, a mentor, and a maternal figure in his life. She also accused him of manipulating men in personal situations.

The backlash was instant. The YouTuber lost more than 2 million subscribers in days, according to Social Blade data widely cited by media outlets at the time. Social media turned against him with memes spreading across X (formerly Twitter), TikTok, and YouTube.

Charles later responded with his own video, “No More Lies.” In the video, he denied many of the claims and shared screenshots and messages to defend himself. The response helped him recover some support, as Westbrook later stepped away from several accusations.

Still, the scandal damaged his image.

For many viewers, it marked the moment when the beauty influencer world became less polished and more toxic. The drama also made audiences more critical of influencer culture.

Then, several underage boys accused Charles of sending inappropriate messages through Snapchat and Instagram. Charles later admitted in a YouTube video that he had exchanged messages with two minors. He said he was “desperate” and called his actions “reckless.”

“I have to take accountability for my actions,” Charles said in the video posted to his channel.

But the fallout was severe despite his apologies.

YouTube temporarily removed Charles from its Partner Program. Morphe, one of his biggest business partners, cut ties with him. Reports from Insider also said many brands quietly stopped working with him after the allegations surfaced. Moreover, YouTube temporarily demonetised his channel, which was one of his primary channels of income.

His online presence changed fast. Videos that once pulled tens of millions of views struggled to hit earlier numbers. And the fans who once defended him began distancing themselves.

Charles continued posting content and attempted several comebacks through makeup tutorials, TikTok videos, and even ventured into the music space. But things did not go back to how they were once. Even now, Charles still has millions of followers, with 23.8 million on YouTube, across platforms. But the dominance he once held in the beauty space is gone.