James Charles RUINED his brand launch...(influencer brands are done)

Since the pandemic hit, the makeup industry has been a bit of a strange place - on the one hand, we have the people who really took to makeup during the coveted lockdowns and actually made a career out of their passion. Tick ​​Tock really blew up during Covid and that's where most of these new beauty

influencer

s made a name for themselves. Michaela Naguera was working at Ulta previously covered and ended up blowing up and gaining over 13 million followers. We also had creators like Meredith and many others who really thrived during Covid and made their careers. During that time, on the other hand, for most of us it felt like Kovid had

ruined

the beauty community.

We were coming off a big drama, so a lot of beauty gurus were in hiding and exhausted and everything felt really boring, there was no interest. In new products there were no exciting

launch

es and, to make matters worse, everyone was stuck inside, not going out anywhere and not needing makeup. Cosmetics sales decreased significantly from previous years and we have been experiencing the after effects to this day. Major retailers like Morphe were. Close Forma and all the companies they own, such as Jacqueline Cosmetics, declare bankruptcy. It definitely doesn't seem like the best time to

launch

a new beauty

brand

, but that's exactly what James Charles is doing after years of being on hold and delayed.

The launch of James' makeup

brand

is just around the corner, what was supposed to be a holiday launch turned into a Spring 2023 launch with James posting on Instagram writing that I'm aiming for the holiday this year. year but unfortunately it won't happen because I'm a perfectionist and I didn't get my formula approved in time, my lab was ready to kill me but it's officially

done

so we're full steam ahead which is amazing. I'm not happy with it, but I'd rather take my time and make sure everything is perfect and honestly, my first release makes more sense for spring anyway.

I just want to know what has gone wrong so many times for this brand to be so delayed. James has even said it himself if he were to launch his brand years ago. During his prime he probably would have already been a multimillionaire. Reminds me a little of Jacqueline and the launch of Jacqueline Cosmetics over the years. Jaclyn was promising his brand by saying that he would launch my own cosmetics line any day now. I've been falling over myself and I've been talking about it for years, my mom and I have been working on it for three years.

I'm doing everything, every little detail, on my own, but it ended up being delayed for years. Jacqueline ended up launching in 2019 and now I know it's very likely because she decided to partner with Morphe and dismissed the idea of ​​doing all this alone. I wonder if it was the opposite for James in my video the other day we talked about how it was revealed that Jacqueline doesn't actually own her brand despite claiming that she is the proud CEO and owner of her brand. . Four documents revealed that Forma owns one hundred percent of the shares of Jacqueline Cosmetics, the only thing they paid Jaclyn for was the rights to use her name. apparently she wasn't the CEO of C, she wasn't the owner or anything like that.

Someone left a comment under my video and it really made me think they said, I'm sure that's exactly what James Charles wanted to do too, but so did he. late morphe ended his dreams of a brand that no one needed anyway. It really makes me wonder if maybe James was originally going to use morphe for his brand as well and then they aban

done

d it and he had to start all over again and that's it. What has taken so long, of course, this is just a complete assumption and I'm not saying that's what happened, but it could explain all the delays.

If that's the case, then I'm sure James is looking back now and is probably very happy he did it. I didn't choose to do that because Morphe is struggling right now and the whole bankruptcy thing seems like a big headache. I'm sure doing a full brand on your own without the support of a big company is probably a big challenge, but I think it's probably worth it. At least he won't be at the mercy of a big company like Morphe and having to go down with his thumb like Jacqueline right now is another advantage James has being his own brand: he can take his time and get his fans. input on products he's been reviewing on Tick Tock trying to keep his fans as involved as possible and I personally think it's a really great marketing tactic.

I need your help in my makeup brand, help me answer this question below about eyeshadow brushes. Do you mind? You can be real. You can be honest. This is a judgment-free zone. But do you care about the material of the hairs on your eyeshadow brushes. The reason I asked this is because there is a big difference between natural hair. brushes and synthetic brushes, and both have their own pros and cons, your fans will feel like they intervened in your makeup line and it will feel more personal. James has been working on a blush palette and it's been going back and forth. with his labs based on fan comments a couple of weeks ago I showed you some blush samples that my lab prepared for me for my makeup brand and today I have an update.

I loved reading the comments on that first video. The guys comments from him were incredibly helpful. and it was really exciting to bring them into the process behind the scenes, we will definitely do more of that, so after that video I sent the notes to the lab saying that the formula was too oily and needed to be a little more pigmented, so a couple of weeks then we have some new samples in the mail. I'll show you what I received and James says that this feedback has really been very helpful to him. I post all kinds of tips, tricks, tutorials and everything fun. things, but I've also been posting a lot of sneak peeks of products for my brand that will be launching in the future and one thing I've been documenting every step of the way has been these blushes I'm working on.

I have a cream and powder formula and I just made a video because I got my vinyl and formula samples and they are ready. I am very excited. The blush is totally transparent. It won't be in the first launch. They were quite a lot. while I'm away, but it's really fun for me to be able to osteoporize from your opinions and comments, and if I do it early enough, I can take those opinions into consideration when it comes to the formula, which I think is really boring when The When I first posted these blushes, I was really afraid that they were too pigmented and I couldn't believe the responses I was getting from people saying that I'd better leave it exactly as is, it's perfect.

I need a pigmented blush. I had already sent an email saying that. I wanted to change the formula, but as soon as I saw the comments on that Tick Tock, I sent another one saying it doesn't matter, they're good as they are, which I think is really great, so obviously I'm making sure every product is perfect and You have my seal of approval, but it's also been great to get your feedback and opinions so I can make sure the products are perfect for you too and as late and delayed as this release seems. I wonder if James has actually delayed this so much that things are finally coming full circle since all this Lash Gate drama, a lot of the OG Beauty gurus have come out of Woodworks and gone back to doing makeup.

Jeffrey took so many months off from doing reviews and because lash gate is back doing reviews on Tick Tock, we are reviewing the famous Mario Foundation makeup now there are a lot of Shades here but look closely guys it's almost like there is glitter here or Micah I. I know a lot of people have been talking about it. I think it looks awesome because I pee with glitter. Even Tati said that she was finally feeling that makeup spark again. I've been in a state of depression and guess what, I don't know what happened, but I like it. something happened, I can't explain it, but I feel resurrected back to the life of makeup, like I felt, oh, like I just wanted it all.

I'm so excited about this like I haven't really been this excited about makeup in a hot minute. so my eyes are like it's like what's new, what's the old stuff, what do I need to regroup, what are we doing here, so I'm like back to Pat McGrath, we're back to Anastasia, we're back to investigating makeup and prove. and trying and doing everything, and I know that at least James will probably have a successful launch simply because of how curious people will be, there will be people ticking over it on YouTube and people will want to try it for themselves, especially since this is purely his brand , if there is any mistake, it will be James's and people will expect perfection from him with the time it has taken, that's the bad thing about making a brand on your own, it's not. like if

james

has morphe or some big company to blame, if

james

is really the owner, founder and ceo of his brand then it's all on him.

I feel like that's why Jacqueline was so frustrated when her brand failed because she lied and said she was CEO and it was a family business that couldn't use morpheus as a way out, even though technically it was kind of morpheus and the lab's fault, but yeah, I really wonder if James really missed his timing with this launch or if it's just in time for the new wave of interest in makeup, although it seems like beauty has calmed down post-pandemic, there are still

brands

that are thriving , even

brands

you would never have expected. We found out that Jacqueline Cosmetics was grossing 14 million in 2021 and 9 million in 2022.

I think it is quite successful despite the massive drop in reported cosmetics sales. Another really shocking thing I learned this week was that apparently Nikita's Dragon Beauty brand is also doing crazy numbers. An article came out of a publication called Glossy and They are claiming that Nick Akita's dragon brand, Dragon Beauty, made millions, they wrote according to a source familiar with the brand. Their income skyrocketed in the first three years, going from 2 million in the first year to 5 million in the second and then to 25 million in the second. third, but in 2021 that number was reduced to 1 million.

The dragon's representative disputed these numbers but declined to share additional details citing confidentiality. I don't know where this 25 million figure comes from, but if that's true, then James might have a bit of a mark on him, so yeah, I wonder what James' first product will be and I wonder how people will react. . We know he's working on a blush and a fake freckle product, but that's it, I guess he'll have to do it. release something big enough to get people interested because for me it still seems too late. I'm sure he'll still have his dedicated fans supporting him and people who are just curious, but a lot of that will go away after the initial one, please.

It's easy for his first launch to be a success, but getting those customers to come back is another game anyway. Guys, let me know what you think about everything below. Do you think James can make a successful pitch and still have it? a well-known brand or do you think he has completely missed his moment with it, has any new information about Jacqueline Cosmetics or Dragon Beauty and how much they were earning changed your opinion about the potential James has with his brand, or do you think? I think it is irrelevant and what he has done in the past will speak for itself, let me know and I will see you next time abroad.