The James Charles vs. Tati Westbrook feud shows no signs of slowing down. On Friday, what has come to be known as Dramageddon II started brewing. Tati Westbrook, founder of the YouTube Channel GlamLifeGuru declared war on fellow vlogger James Charles after he promoted one of her competitors, Sugarbear Hair, in a sponsored Instagram Story.
YouTuber James Charles loses almost 2 million subscribers after a feud with his longtime mentor and fellow beauty guru Tati Westbrook https://t.co/pahfHWblJZ— CNN (@CNN) May 13, 2019
Thirty-seven-year-old Westbrook had served as a mentor to Charles, 19, and she saw his promotion as a betrayal since she had launched her own vitamin company, Halo Beauty, last year. In a 43-minute video that has been viewed nearly 35 million times, Westbrook spoke about supporting Charles on his way to the top as well as helping him negotiate his lucrative Morphe palette deal. She has also called Charles out for his questionable behavior, alleging he has used his clout to sexually exploit straight men.
Westbrook’s video, titled Bye Sister, has proved devastating to Charles’ online following. On Thursday, before the video aired, he had 16.6 million YouTube subscribers. That figure has since fallen to 13.8 million subscribers. On Friday, Charles responded to Westbrook’s video with an eight-minute apology from Australia, where he was scheduled for a personal appearance. “I’m so disappointed in myself that I ruined a relationship that did mean so much to me, even if I didn’t do the best job of showing it all the time,” he said. “What sucks the most is I know there is nothing I can say or do to ever earn that friendship or trust back.”
Who Is Tati Westbrook? A Brief Explainer Of The YouTuber Who Called Out James Charles https://t.co/XplRqqPoue— BuzzFeed (@BuzzFeed) May 13, 2019
Charles’ loss has been Westbrook’s gain. On Thursday, before uploading her video, Westbrook had 5.9 million subscribers. Now, she has 9.1 million subscribers and counting. Despite being responsible for Charles hemorrhaging subscribers, Westbrook hopes the experience will be a lesson for the young beauty guru. “I feel like I need to remind you that we can hold truth and inspire change without grabbing onto hate,” she wrote on Instagram last night. “Celebrating pain will only bring it to your door.”
The response to Westbrook’s allegations, however, shows no signs of subsiding. Former fans of Charles’ have started posting videos in which they exact revenge on his Morphe palette. Some have set theirs on fire, while others are covering Charles' name. It remains to be seen when the drama will end. For now, Dramageddon II is still going strong, at least on social media.