James Charles Called Out For ‘Childish’ Subtweet About Alicia Keys’ Beauty Brand

Makeup YouTuber James Charles has apologized after subtweeting about Alicia Keys following the announcement that she would be launching a “lifestyle beauty brand” with e.l.f. Beauty in 2021.

This business move comes after Keys famously wrote an essay for the Lenny Letter in 2016 and declared she would no longer wear makeup in hopes of starting a #nomakeup movement.

On Wednesday, in seeming response to Key's announcement, James shared a tweet in which fans accused him of indirectly shading the singer. “People who do not wear makeup should not be coming out with makeup brands but that's just my opinion,” he wrote in the now-deleted post.

By Thursday, Charles appeared to have a change of heart and issued an apology after admitting his initial tweet was about Keys.

“I deleted the tweet after a few mins because it’s childish to indirect tweet someone & I am 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. I’m now glad that I DID delete it because after reading further, I learned that the beauty line is SKINCARE,” he wrote.

In a press release, e.l.f. Beauty revealed it expects Keys’ upcoming line to “bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”

In response to Charles’ apology, Twitter users criticized the YouTube beauty vlogger for jumping to conclusions.

“Exactly why you guys should know what you’re taking [sic] about and know your facts before talking,” one individual wrote.

Another person wrote, “This is why you don’t assume. Makes an [expletive] out of yourself. Out of all people why would you subtweet Alicia Keys?? Like boy...shes 100x famous than you’ll ever be. You’ve only been in the beauty community for so long...two of your products are the same thing jusr [sic] different sizes.”

Meanwhile, one top comment appeared to suggest the Charles’ comment wasn’t about jealously. “Even IF the brand was makeup & she doesn’t wear makeup again a day in here [sic] life.. it’s no one’s place (especially a nonblack man’s place) to insinuate she can’t create something fun/beautiful for her fans. The comment was disgusting,” the Twitter user wrote.

In his apology post, Charles admitted that he didn’t fully read the information about Keys’ collaboration with the cosmetic company before posting. He added that he's now looking forward to picking up some of the products once they are released.

“Regardless of my intention with my tweet, it ended up being a microaggression against someone I respect, so to [Alicia Keys] I owe a direct apology — I’m sorry,” he said. “It wasn’t my place to gate keep [sic] 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.”

e.l.f. Beauty has not confirmed if Keys’ line will also offer makeup.