Alicia Keys SHADED by James Charles and Manny Mua Over Beauty Brand

URL copied to clipboard.

On August 5th, “Girl On Fire” singer-songwriter Alicia Keys announced that she will be launching a lifestyle beauty brand, which will focus on skincare, in a partnership with e.l.f. Cosmetics. The beauty brand is expected to be finished in 2021.  

As news of Keys’ beauty brand spread, many fans expressed their excitement for the singer’s first partnership with a makeup brand, welcoming her into the beauty community. However, not everyone in the beauty community was too happy with Keys’ announcement. Popular beauty YouTubers James Charles and Manny Mua took to Twitter to share their thoughts on Keys’ entrance into the makeup world.  

In a now-deleted tweet, James Charles said to his followers, “people who do not wear makeup should not be coming out with makeup brands”. Manny Mua sent out a similar tweet, expressing he get’s “slightly irritated when celebs come out with entire makeup lines”.

James and Manny’s frustration with Keys’ lifestyle beauty brand stems from her decision to go makeup-free. In 2016, when shooting the cover for her album Here, Keys decided that she wanted to express her raw and real natural beauty and did the photoshoot without a makeup look. Since that 2016 album cover photoshoot, Keys has opted for a makeup-free look in her everyday life as well. Keys’ makeup-free appearances include attending the glamorous Grammy Awards multiple times, judging on The Voice, and various other events. 

After seeing Charles’ and Mua’s unsupported tweets, many fans of Keys’ took to Twitter to call out the YouTube stars for their unnecessary shade. One fan demanded that James and Manny apologize immediately.  


Another fan pointed out how Manny and James took the time to show their disapproval for Keys, who is a black woman, but were excited for Selena Gomez to start a makeup company.

After receiving much backlash, James sent out an apology to Keys on Twitter explaining that he didn’t realize that Keys’ lifestyle beauty brand is a skincare line and not a makeup line. James also said that even if it were a makeup line, he’s “not the gatekeeper of makeup”.

Manny also apologized via Twitter, “there is room for everyone in this community,” explaining he sent his initial tweet because “so many celebrities only come out with cosmetics lines as a cash grab”.


What do you think of the situation? Regardless of the miscommunication, do you think it was okay for James and Manny to be so quick to attack someone on Twitter? Let us know in the comments below and follow What’s Trending for more celebrity news!


More headlines