The very public feud between beauty YouTubers Tati Westbrook, James Charles, and Jeffree Star — which has was dubbed Dramageddon 2.0 — kicked off after Charles promoted the vitamin supplement company Sugar Bear Hair on an Instagram story. The brand is a direct competitor of Westbrook's Halo Beauty, so she said she saw his endorsement as a betrayal.
Westbrook posted a video titled "Bye Sister" on May 10, 2019, which featured explosive allegations against Charles accusing him of, among other things, predatory behavior towards straight men. Star claimed a stake in the drama and endorsed Westbrook's claims while adding that he felt Charles was a "danger to society."
Charles lost over one million subscribers and Westbrook gained over four million after the video was posted, according to Social Blade, a website that tracks YouTuber's subscriber counts.
In his rebuttal video, "No More Lies," Charles said the endorsement was a part of an exchange for an "Artist" pass at Coachella. He said the pass gave him access to a VIP section that had extra security which helped him avoid being "mobbed" by fans.
Dragun came to Charles' defense saying she was the person who connected him with the brand.
"Heard a situation needed some clarification," Dragun tweeted amid the drama. "My friend was in an emergency and texted me in the moment... unfortunately since @dragunbeauty used all of our marketing budget on the fantasy, I connected him with Sugar Bear Hair. Nothing shady."
Although Dragun provided screenshots, social media users still said they thought Charles was lying. In the screenshots, Charles can be seen asking Dragun for a few extra passes from Sugar Bear Hair in exchange for a post on his Instagram story, however now-deleted screenshots of Twitter messages purportedly between Charles and anonymous YouTube drama channel Tea Spill saw Charles say that the brand reached out to him first.
Many YouTube viewers said they thought Dragun was lying and had created fake screenshots of text messages. She replied back with a tweet that said, "[You] really think I have the time to fake texts? The only thing I edit is my waist on facetune sis. They have the screen recording of the messages."