James Charles was forced to apologise to Alicia Keys after throwing shade at the star in his now-deleted indirect tweet.
The YouTube sensation and make-up guru admitted he wrote a tweet about the singer after hearing she was set to launch a makeup line with cosmetics brand E.l.f.
The news was announced on Wednesday and shortly after, James took to Twitter to slam her new brand.
He said "celebrities shouldn't launch makeup lines" as many use it as another way to make extra cash.
Shortly after penning his angry tweet last night, James admitted he deleted it when he realised he had got it all wrong.
He believed Alicia was releasing her own cosmetics line, and was left confused as she's previously admitted she no longer wears makeup in an interview.
Now he's wrote a heartfelt apology to the No One singer after learning her new brand is indeed skincare, not makeup.
Addressing his mistake to Alicia in front of his Twitter audience, he wrote: "Yesterday I posted a subtweet about how I thought some celebrities shouldn't launch makeup lines.
"It was about @aliciakeys.
"A few years ago, she announced that she no longer would wear makeup, so I was bothered because many celebrities come into the beauty space as a cash grab without any actual passion and then leave."
James continued: "I deleted the tweet after a few mins because it's childish to indirect tweet someone & I am not the gatekeeper of makeup.
"Anyone should be able to secure their bag and it's not up to me which brands people should or shouldn't support."
Touching on his awkward mistake, James issued a very public apology to Alicia, and insisted her skincare brand will be "worth a billion" in years to come, and that he "can't wait" to try it.
He added: "I'm now glad that I DID delete it because after reading further, I learned that the beauty line is SKINCARE.
"This was my mistake and I should've read more before tweeting, because literally who BETTER to talk about keeping your skin clear without makeup?"
"Regardless of my intention with my tweet, it ended up being a microaggression against someone I respect, so to @aliciakeys I owe you a direct apology - I'm sorry.
"It wasn't my place to gate keep this industry. I can't wait to support and try out the products and I know the brand will be worth a billion in a few years."
Mirror Online has contacted Alicia's rep for comment.
While many fans were understanding, others were left outraged at James for being caught in the middle of drama within the beauty industry once again.
He's recently been at loggerheads with OG beauty YouTuber Tati Westbrook after he promoted Sugar Bear Hair - a direct competitor with her brand Halo Beauty - so she did not agree with his move.
This also caused controversy among his fanbase at the time.
One fan wrote: "It’s as if you don’t learn this s**t old james."
A second added: "I'm starting to recognize a lot of negative energy from you @jamescharles I see your name everywhere in drama.
"I'm not longer supporting you I wish you the best in life but this convo your posting shouldn't of even happen to begin with. Please learn how to reflect." [sic]
Alicia is yet to respond to James' apology.
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