It seems that beauty brands and makeup lines are to celebrities now what perfumes and fragrances used to be — basically everybody is coming out with one, from Lady Gaga to Kesha to Selena Gomez to Rihanna.
For some celebrities, it seems to be a good fit for their existing brand, but for others, it can be a little bit more confusing.
In an open letter in 2016, Alicia explained that without makeup was "the strongest, most empowered, most free, and most honestly beautiful that I have ever felt," and has generally stuck to that claim, largely going makeup free in her life.
With the news that Alicia would be creating a beauty brand, some assumed that it was strange or a "cash grab" for a celebrity who doesn't wear makeup to begin selling makeup as part of a brand.
She was called out by some high profile beauty bloggers.
In a series of now-deleted tweets, James wrote that he was "sick of people who have no business coming out with makeup brands coming out with makeup brands," a sentiment which many fans agreed with.
After it was revealed that Alicia's brand would focus on skin-care rather than makeup, James shared an apology note to his Twitter, writing, "I should've read more before tweeting, because literally who BETTER to talk about keeping your skin clear without makeup?"
Alicia herself has yet to comment on any of the drama so far.
