beauty

James Charles Hinted His Own Beauty Brand Could Launch Soon

Ready for a “sisters” surprise? Hold onto your makeup brushes, because James Charles might be launching his own brand very soon.

On September 29, James took to Twitter to tease his plans for the future. “WHEWWWW the plans I have for my makeup line are truly… something else,” he wrote, adding a devil emoji at the end… which can only mean one thing: He’s serious. Fans quickly exploded in the replies with excitement, writing things like, “Whew the plans I have to spend all my money on it are truly…..something else,” and “Stop teasing us and drop some hints.”

Unfortunately, James’s revelations stopped with that tweet. The influencer did not share any more info regarding future launches, which might leave some even more excited. As noted by Nylon, however, things are already set in motion. Per the mag, James has indeed filed trademarks for the names James Charles Artistry and James Charles fragrances, which will cover all makeup and skin-related products. 

Clearly, something has been in the works. Back in February, James dropped another hint regarding a potential new brand, saying WWD that “the last thing I want to do is slap my name on a highlighter or liquid lipstick and call it a day.” 

“I’ve talked for a while about not wanting to do a beauty line, but after releasing my [Morphe] palette, I changed my mind because I fell in love with the product development process,” he continued. “My biggest focus in creating my line is innovation and creating products that the beauty market hasn’t seen yet.”

James’ first palette — which, as he said, was a collaboration with Morphe — was a huge success, selling out almost instantly. It also had an undeniable longterm impact on the makeup community as a whole for its bright colors and range of rainbow shades. Fans have been asking James for a followup to the palette for years now, and while he’s only released a mini version of his original one, it’s clear he’s got an ace up his sleeve.

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