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Influence Peddler: James Charles: Beauty’s Next Consultant?

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.
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.
“My passion is creating and marketing,” said Charles. “That’s what I’m really, really good at and that’s what I find the most stimulating for my brain to work on, so that’s what I really, really want to do as opposed to product creation.”
He credits the success

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Via:: https://wwd.com/beauty-industry-news/beauty-features/influence-peddler-james-charles-beautys-next-consultant-1202920145/