The beauty influencer and former Morphe collaborator unveiled the news in a teaser trailer, stating it has been four years in the making
Beauty influencer James Charles is launching his own make-up brand Painted this summer.
The 23-year-old MUA and YouTube star unveiled the news with a teaser ad.
“Four years of hard work later… my own make-up brand is finally coming,” said Charles.
“I am beyond excited to share these products with you, but for now, here is a teaser of what is to come.”
In the video, Charles is sitting in a painter’s studio, mixing up colours on a board to use on what watchers believe is a canvas.
As the camera pans around, it shows that Charles has been painting a brightly coloured, abstract make-up look on a model’s face.
Details on what products will be featured in the Painted collection have not been confirmed.
Charles rose to fame in 2016 as a YouTube star, sharing a range of make-up tutorials.
He now has 23.8 million YouTube subscribers and 22 million Instagram followers.
The influencer is also a former Morphe collaborator, having worked with the make-up brand on exclusive eyeshadow palettes.
However, the internet sensation has also faced his fair share of controversy.
In 2021, Charles’ YouTube channel was demonetised after the star admitted to sending sexually explicit messages to 16-year-old boys.