12 November 2019, 12:00
James already has a “solid concept” for his beauty empire.
This year, we’ve seen the launch of YouTuber makeup brands from Jaclyn Hill (yikes), Nikita Dragun and, of course, Jeffree Star and Shane Dawson. So, it’s only right that James Charles gets in on the action too. The YouTuber is giving the people what they really want and planning on launching his own beauty empire.
The fact that James doesn’t have his own brand already is quite surprising, but he does have his own range with Morphe. In 2018, the first James Charles x Morphe Artistry Palette launched and literally everybody wanted it. James’ palette was the best-selling Morphe product this year and it sold out four times. It even spawned cheaper, blackmarket versions. However his latest release, the James Charles x Morphe Mini Artistry Palette, wasn’t quite the sell-out hit, with many of his fans complaining that the palette is exactly the same just smaller.
Well, James hears the cries of his fans loud and clear, and in an interview with WWD he revealed that his latest palette collaboration would probably be his last because he has much bigger plans. “I didn’t want to do it, because I didn’t have a solid concept,” he explained.
“I didn’t want to put out something that was ridiculous just to slap my name on it and get a few extra dollars in my bank account. I definitely won’t be doing another palette anytime soon, [but] I do finally have a solid concept for a brand that hopefully will be something new in the market.”
Now, we’re just wondering what would a James Charles makeup line would look like. Eyeshadow? Foundation? Concealer? Lipstick? C’mon James we need the tea!