Dramageddon 3.0
Tati, 38, is an OG beauty YouTuber who first started posting to her channel as GlamLifeGuru in 2011. She does product reviews, tutorials, makeup challenges, and life vlogs. In February 2018, she launched her supplement brand, Halo Beauty. Halo Beauty currently has two products, a multivitamin for hair, skin, and nails, and another multivitamin for clear skin. James, 21, is another YouTuber who has only had his channel only four years ago but amassed a viewership that, at its peak, was 16 million strong. The vlogger, who calls his fans "sisters," made headlines as the first male face of Cover Girl and has had a lucrative partnership with makeup brands like Morphe and etc. It all started at Coachella when James posted a "swipe up" Instagram story promoting Sugar Bear Hair, the install-popular gummy bears loved by the Kardashian-Jenners and other influencers. They're a direct competitor with Tati's supplement brand, Halo Beauty. This did not sit well with her. James wanted to get a VIP pass ticket desperately because he did not feel comfortable being in a tight space with other people. Nikita Suggested that James should get the VIP tickets from Sugar bear since they are here. James followed Nikitas Advice. After James Promoted the Sugar bear product. Tati followed up with an Instagram story where she looked visibly upset and said, according to BuzzFeed, which captured the story, "Everybody says what they need to say and uses who they need to use, and I have had about enough. It's not right."
James then posted another Instagram story with a public apology to Tati. "She has been like a mother to me since my first days in this industry and has given me more love, support, resources, and advice than I could ever ask for." He claimed that he only promoted Sugar Bear Hair because they helped him get security when the crowd around him at Coachella became dangerous. He also claimed he did not accept any money for the post. "I'm devastated that I hurt someone that I truly love and have endless respect for," he said. Tati had yet to address James' apology when another beauty YouTuber, Gabriel Zamora, inserted himself in the drama. He addressed the feud in a 40-minute makeup tutorial. "All these videos are being made where James is made out to be this horrible human being, and I'm just confused as to what happened.
Oh, it's about 'loyalty.' It's the 'loyalty' aspect of it. For me, it looks like someone posted IG Stories. And, someone cried," he says in the video. "I'm, like, confused because what did James do?... Well, Sugar Bear Hair was around before her. Homeboy is exclusive to her?" He reasons that it's ridiculous for Tati to be upset over James promoting Sugar Bear Hair because any beauty influencer has a right to promote different brands. "Girl, sit on the internet and talk about it, then," he addresses Tati. Tati would eventually use this clip as the opening of her video explanation. Allegations of James Charles would then resurface amidst in this drama between Tati and James as James was allegedly a predator who chase straight men.
By: Ricksel Penullar