How a 19-year-old internet personality and makeup artist provoked the ire of beauty YouTube — and lost millions of followers in the process.

When James Charles, 19, became the first male face of CoverGirl, following in the steps of household names like Tyra Banks, Taylor Swift and Katy Perry, he was just a high school senior. In his hometown, Bethlehem, New York, he would charge friends between $5 and $10 to do their makeup for special occasions and had amassed a few hundred thousand Instagram followers by posting his eye-catching DIY beauty looks.

In the few years since, he has

Advertisement
Advertisement