Sorry, no results were found for

OMG, James Charles Is Thinking Of Starting His *Own* Beauty Brand

Be still my beating heart (and bank account).

Sister James Charles is kind of a big deal in the YouTube beauty industry. With over 16 million subscribers and 15 million Instagram followers, he's one of the most influential people in there.

For those of you who don't know (we're sure that's very few of you) James has his own range with makeup brand Morphe. His first palette was pretty much an instant hit (it's also one of our faves) and sold out four times. His latest release: Mini Morphe Artistry Palette, which costs £26 (roughly P1,698) didn't go down quite so well, with many people complaining that it was too similar to the first.

In a recent interview with WWD, James admitted that he has plans to push for his own beauty brand—and we've never been more pumped.

"I didn’t want to do it, because I didn’t have a solid concept," he explained. "I didn’t want to put out something that was ridiculous just to slap my name on it and get a few extra dollars in my bank account. I definitely won’t be doing another palette anytime soon, [but] I do finally have a solid concept for a brand that hopefully will be something new in the market."

Continue reading below ↓
Continue reading below ↓
Recommended Videos

Tbh, we've been waiting for this for literally years. The fact that James doesn't have his own range already is wild—like, seriously, give the people what they want.

At the end of the day, any makeup product James puts his name on is bound to be great and we're already imagining all the wonderful things that could be coming our way... There better be a lipstick line and, OMG, imagine if he brings out foundations, too. We are reeling at the very thought.

Continue reading below ↓

Basically, this has to happen. James if you're reading this, we need you to do this for us. Bring on 2020.


This article originally appeared on Minor edits have been made by the editors.