James Charles doesn’t want to start a beauty brand.
Despite being a public figure with 11 million Instagram followers and nearly 11 million YouTube subscribers, 19-year-old Charles (his full name is James Charles Dickinson) is more interested in working behind the scenes, doing production or consulting with large beauty brands, which he says can have a hard time authentically reaching Gen Z consumers with their messaging, writes @_a_collins
While “do you want to start your own makeup line?” is the question he’s most frequently asked in interviews — “I get asked every time” — the fast-talking beauty guru says the answer is “no.” And it remains a “no,” even with the remarkable success of his makeup collaboration with Morphe. The launch of his Artistry Palette, $39, resulted in the brand’s highest e-commerce day ever, and is said to have contributed significantly to the largest sales weekend ever at Ulta Beauty, where the line launched at the same time as Kylie Cosmetics.
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