James Charles is finally doing it. After years of teasing, legal drama, and more "coming soon" posts than anyone can count, his makeup brand Painted is a reality. Honestly, most people thought it would never happen. For a while there, it felt like the Morphe collaboration was the beginning and the end of his product reign. But late in 2023, he dropped the first collection, and things shifted. This isn't just another influencer slapping their name on a lab-sample palette.
It’s different.
When you look at the landscape of beauty brands right now, it’s crowded. You’ve got Rare Beauty dominating the "clean" space and Fenty holding down the professional inclusivity angle. So where does James Charles makeup brand fit? It’s leaning heavily into the "artistry" niche. We’re talking paints, tools, and pigments that feel more like something you’d find in a professional SFX kit than a casual vanity. It’s for the person who wants to spend four hours turning their face into a canvas, not the person trying to look "awake" for a 9:00 AM Zoom call.
The Long Road to Painted
Building a brand is messy. For James, it was messier than most. He famously spent years as the face of Morphe, specifically with the "Artistry Palette" that basically defined 2018 YouTube. When that partnership dissolved amidst a storm of controversy and Morphe's parent company, Forma Brands, eventually filing for bankruptcy, James was left in a weird spot. He had the audience, but no infrastructure.
He decided to go independent. No big parent company. No massive retail contract at launch.
The name Painted actually faced some trademark hurdles early on. If you followed the tea back in the day, there was a whole back-and-forth about the name, but he stuck with it. It fits his vibe. He’s always called himself an artist first and a makeup artist second. The branding reflects that—minimalist, white packaging that looks like it belongs in a studio.
What Are the Products Actually Like?
The flagship product is the Create Paint. It’s a multipurpose, matte liquid pigment.
Think about it like this: most makeup is meant to be used on one specific part of the face. These paints? They’re basically "go wild." You can use them as eyeliner, lipstick, or even a base for eyeshadow. They launched in a range of colors, including a stark white (The Ghost) and a deep black (Darkest), which are essentials for any pro.
One thing that surprised a lot of people was the price point. Influencer brands usually go one of two ways. They either go super cheap to capture the younger fan base or high-end luxury to prove they’re "serious." James landed somewhere in the middle. The Create Paints retail for around $15, which is accessible but definitely not drugstore pricing when you consider you might need four or five colors to really do anything creative.
The formula is thick. It’s a silicone-based cream that dries down to a complete matte finish. It doesn’t budge. If you’re someone who struggles with oily eyelids, this is a godsend. If you have dry skin? You might hate it. It’s heavy duty.
The Tool Kit and Brushes
You can't have "paints" without brushes. The Painted brush sets are probably the most underrated part of the line. They have these incredibly thin, long-handled brushes that look like they were stolen from an oil painter’s easel.
- The E1: A tiny, precise detailer.
- The Blending Sponges: These come in a pack and have a specific density meant to move the thick paint formula around without soaking it all up.
It’s a specific choice. He’s not selling you a "natural glow" kit. He’s selling you the ability to draw a literal landscape on your forehead.
The Controversy and Public Reception
It would be dishonest to talk about the James Charles makeup brand without mentioning the elephant in the room. His reputation.
James has been through the "cancel culture" ringer more times than almost any other creator. This directly impacts the brand. When Painted launched, the comment sections weren't just about the pigment payoff; they were a battleground of people debating whether or not they should support him.
The beauty community is divided. Some influencers, like Mikayla Nogueira, reviewed the products and praised the quality. Others stayed completely silent, likely fearing the backlash of being associated with him.
But here’s the thing about the beauty industry: quality usually wins in the long run. If the product is good, people buy it. Even those who claim to dislike him personally have admitted that the Create Paints are some of the best pigments on the market for editorial looks. The brand isn't trying to be "relatable." It’s trying to be "professional."
How It Compares to Other Brands
If you look at Huda Beauty or Jeffree Star Cosmetics, they both rely on heavy, full-coverage glam. Painted is different because it’s less about "glam" and more about "transformation."
- Versatility: You can mix the paints to create custom shades. This is a huge plus for pros who don't want to carry 50 lipsticks.
- Texture: Unlike many liquid lipsticks that crumble, these paints stay flexible for a decent amount of time before they set.
- The "Artist" Angle: Most brands market to the "everyday woman." James is marketing to the "creator."
He’s betting on the fact that there are enough people out there who want to do "TikTok makeup"—the bold, colorful, high-definition looks—to sustain a business. It's a smart play. The "clean girl" aesthetic is popular, but it's also boring for people who actually like playing with color.
Is It Sustainable as a Business?
Success in the beauty world requires more than a good launch. It requires "restocks" and "innovation."
James has been rolling out new drops relatively slowly. This is likely because he's self-funding or working with a smaller team than the giants like L'Oreal or Estée Lauder. It keeps the hype high. Every time a color sells out, it creates that "FOMO" (fear of missing out) that drives his younger audience to sit on the website with their credit cards ready the second the clock hits noon.
There’s also the question of retail. Right now, Painted is primarily a Direct-to-Consumer (DTC) brand. To really hit the big leagues, he’ll eventually need to be in Sephora or Ulta. However, given his past with Morphe and the surrounding PR issues, that might be a tough hill to climb. Retailers are risk-averse. They want "safe" brands. James Charles is many things, but "safe" isn't one of them.
Practical Insights for Using the Products
If you’re thinking about picking up something from the James Charles makeup brand, don't just dive in headfirst. These aren't user-friendly "swipe and go" products.
Work in layers. Because the pigment is so high, a little goes a long way. If you put too much on at once, it will feel heavy and might crack. Use a mixing palette—even if it's just the back of your hand—to warm the product up before applying it to your face.
Use the right remover. This stuff is stubborn. A regular makeup wipe isn't going to cut it. You need a heavy-duty cleansing balm or an oil-based remover to break down the silicone bonds. If you don't, you'll be scrubbing your eyes until they're red.
Mix your own shades. Don't feel like you need to buy every single color. Get the primary colors and the white. You can make almost any shade from those. It’s more cost-effective and actually teaches you a bit about color theory, which James is always preaching about.
Final Verdict on the Artistry
The James Charles makeup brand is a reflection of his journey. It’s bold, it’s controversial, and it’s technically impressive. It’s not for everyone, and that’s probably the point. If you want to look like you’re wearing no makeup, go buy some Merit or Glossier. But if you want to turn yourself into a blue-skinned alien or create a perfect, razor-sharp wing that won't smudge during a 12-hour festival, Painted is legitimately one of the best options currently available.
The brand has survived the initial "hype" phase and is moving into the "staple" phase. Whether James can keep the momentum without a major retail partner remains to be seen, but for now, the quality of the pigments is doing the talking.
Next Steps for Your Makeup Kit
- Audit your current collection: Do you actually need professional-grade paints, or are you looking for everyday eyeshadows?
- Start small: Pick up the white paint "The Ghost" first. It’s the most versatile tool for lightening foundations or creating a bright base for colored shadows.
- Invest in brushes: If you're going to use cream pigments, your old fluffy brushes won't work. Look for synthetic, firm bristles that can handle the weight of the paint.
