Well, he's in a feud. And it's a big one.
On multiple occasions, James has said that he's wanted to document BTS details of the beauty industry, showing what it's actually like to be an influencer. Now, he thinks that Netflix has stolen his idea.
Makeup Geek founder Marlena Stell posted these now-deleted tweets on Thursday which read, "Filming today for a special documentary that airs 2019 with @netflix."
James saw the tweets, and was not happy.
"Hi @netflix let’s make a documentary on the behind the scenes of the beauty industry and why the community is plummeting. I already have a full outline of it done that highlights faults on ALL SIDES in a NON-BIAS way, and a platform of millions that want to know more. Email me," he wrote.
He then made it clear that he was already planning on making this same show, and was "livid" that he idea has been stolen. He then attacked Marlena and accused her of being biased.
"This woman knows nothing about the industry other than blaming her bad business decisions and personal issues on influencers. @Netflix This is absurd & I’d love to get in a room together to show you the non-bias outline I’ve already made on this subject that documents all sides," he wrote in a now-deleted tweet.
These comments came after Marlena made a video where she blamed "entitled" influencers for overcharging small beauty brands (like Makeup Geek) which derailed their potential success. A lot of people pointed the finger at James, saying he was one of those influencers.
"I stand by my initial statements in the truth video. Massive payments with poor ROI does happen and does come up any time I meet with other CEOs. Myself and many owners have also experienced the attitude, egos, and sense of entitlement that comes with SOME influencers," she wrote on Twitter.
"I stand by the fact that I do have an unbiased view because I am one of very few owners who started their company by being an influencer and I’ve been an influencer long before it because the business model it is today. I’ve seen and experienced a lot.
"Don’t disrespect me or call me “that woman” when this woman has worked damn hard before you and helped pave the way for you to make this a full time job. When I started there was no sponsorships, no collabs, no commission.
"When I was filming videos for FREE years ago for large brands, it was me who spoke up and said influencers need to be paid for their time invested in creating content. “This woman” had your back before you even started.
"'This woman' sent you product, stayed connected with you, set up affiliate programs to try to help you earn money when you were small. 'This woman' has always supported and been kind to those who were small and starting out."
Marlena also pointed out that James is only 21, therefore doesn't have much experience as her.
"James you’re not even 21 years old, you’ve never produced makeup, you’ve never started a brand from the ground up. I’m sorry this feels like it was stolen but I did not seek out this opportunity. When you’ve been in this industry for 10+ years then tell us about your 'experience'," she wrote.
Not long after, James asked Marlena to stop with the "petty" tweets, and asked to talk to her face-to-face.
"Instead of petty back and forth, I’d love to sit down with @MarlenaStell and discuss her views on the beauty industry and it’s problems from her perspective. There are always two sides to every story..."