Tati Westbrook is winning her YouTube feud with James Charles


This story was first published on CNN.com, "YouTuber James Charles has lost almost 3 million subscribers since his feud with Tati Westbrook".

In a 43-minute video posted to her YouTube channel, fellow beauty guru Westbrook explains her decision to end her friendship with Charles and explains how his behaviour has affected her life.

Fans of the vlogger will recognise the burning of the palettes as a subtle dig at Charles' video collaboration with Jeffree Star, with whom who he burnt undesirable makeup items earlier this year.

She is one of the original beauty influencers, and Westbrook took Charles under her wing years ago helping him get his start. In the messages, James pleaded for her to check with her Sugar Bear contact to see if they could hook it up with an "Artist Pass", since fans in the general VIP area were "attacking" him. Charles has apologized to Westbrook and now, even PewDiePie is weighing in. The company sells vitamins for hair, skin, and nails.

The two used to commonly make videos together and were so close that Charles referred to Westbrook as "mom".

The feud began Charles and Westbrook when James attended the United States music festival Coachella on April 22 and promoted Sugar Bear Hair vitamins - a competitor of Tati's own supplement brand.

On Sunday, she tweeted, "There won't be a video [Monday]". She claimed that Charles has previously declined to promote her company's supplements on his channels because of his young, impressionable audience.

James Charles subscriber count via Social Blade. "This is me having someone who I mentored, someone who I cared for, really not care for me".

On Friday, Westbrook posted a video, Bye Sister, calling out Charles for not being supportive, spreading lies about her, as well as slammed him for taking aim at other beauty influences and harassing men.

James then replied with an apology: "She has been like a mother to me since my first days in this industry and has given me more love, support, resources and advice than I could ever ask for".

In the 43-minute video Westbrook listed the reasons she made a decision to end their years-long friendship.

"To Tati and James Westbrook I'm sorry for everything that is going on, everything that I've put you through over the past few weeks", Charles said. I do not agree with... And if you don't have people that will tell you to your face that you're doing the wrong things, you will change. "But I have always tried". I don't think there's any getting through to you, and I don't want to be friends with you. "I wish I could say this is the last time that I make a mistake, but it won't be".