Why James Charles' Attempt for 'Great British Reinvention' Is Unlikely to Succeed Following Grooming Scandal

James Charles appears to be plotting a fresh start across the Atlantic, trading the hills of Los Angeles for the streets of London. The beauty influencer, once the undisputed face of digital make-up artistry, has become increasingly visible in the United Kingdom as he tries to pivot his brand away from domestic controversies.

This cross-continental shift is proving to be more than just a change of scenery; it is a calculated effort to salvage a career repeatedly derailed by serious allegations. However, Charles' past has a way of catching up with him.

Influencer Alliances And The 'Painted' Push In Britain

The embattled YouTuber has been seen frequently in the British capital, recently filming content alongside local figures and influencers to build a new rapport with a foreign audience. Charles notably participated in a food-related challenge with British beauty influencer Cal Edwards, whose commentary suggested the American had successfully integrated into the local scene.

'You have basically become a UK citizen,' Edwards said of Charles in one TikTok video.

According to a report from the Daily Mail 'there's a darker reason behind his Great British reinvention.' Charles is reportedly laying the groundwork for a commercial expansion of his cosmetics empire. Sources indicate he plans to officially launch his make-up brand, Painted, within the British market to secure a new revenue stream.

However, it remains to be seen whether British consumers are willing to invest in a brand tied to such a divisive figure.

Frosty Reception From A Wary British Public

Despite his attempts at a friendly takeover of the UK beauty community, the reception has been noticeably less than warm. Many social media users and local commentators have expressed their disdain for his presence, citing a refusal to move past his previous conduct.

'James Charles is worming his way into the UK scene,' said British TikToker Issy Oakley. 'I have always disliked him as a creator because of the allegations regarding him talking to underage boys. I used to be a fan, but I would not go back on my morals.'

Oakley pointed out the 'revolt against James Charles' in the US and was convinced that his move to the UK was 'to start fresh'. However, Daily Mail influencer editor Molly Clayton doubts Charles' plot will be successful.

'In an age where online reputation is everything, I have doubts that he'll achieve much success this side of the Atlantic,' Clayton wrote.

Ethan Rhett's Allegations Refuse To Fade

While Charles focuses on his British ventures, the ghosts of his past remain prominently visible in his home territory. It is difficult to outrun them, especially because another creator came forward in December 2025, making a similar allegation.

TikTok creator Ethan Rhett claimed that Charles 'made advances' on him when he was just 14. He initially found it cool and exciting because he knew how popular Charles was. However, according to him, 'the fun didn't last long at all.'

Charles allegedly asked Rhett about his 'happy trail' and, since he was too young to have it, Rhett lied and told him he shaved it. Charles reportedly became 'aggressive' and sent him videos of himself in the shower. The conversation left Rhett 'super uncomfortable' and, when the make-up guru realised Rhett was not interested in what he wanted, Charles allegedly threatened to ruin his career.

Viral LA Billboard And The Cost Of 'Un‑Cancelling'

A viral billboard recently appeared in Los Angeles, specifically targeting the influencer and calling him out for the grooming scandal that shattered his reputation in 2021. 'SAY, JAMES, I HEAR YOU TEXT 'EM Young*' the message on the billboard read.

During the initial peak of the controversy, Charles admitted to messaging two 16-year-old boys. He claimed at the time that he was unaware of their age, though critics argued that his position of power made the interactions inherently inappropriate. This admission continues to form the backbone of the public's resistance to his attempted comeback, regardless of which country he occupies.

The billboard served as a stark reminder that Charles cannot simply leave the controversy behind. The incident led to a massive loss of sponsorships.

Charles has been working on getting himself 'un-cancelled'. Two years after the scandal, he appealed to the public for another chance.

'I think it's important that we allow people to grow and to learn,' he told Cosmopolitan. 'The idea that somebody f***s up and then their entire life and career and everything that they've ever worked for should be swept out from under their feet is just horrifying.'