James Charles (Photo: Getty Images)

When CoverGirl announced its first male spokesmodel in James Charles, he was hailed as an inspiring figurehead for the diversity-in-beauty movement. Now, thanks to a racist “joke,” beauty fans are threatening to boycott the brand.

Headed on a school trip to South Africa, Charles tweeted the now deleted remarks, “‘I can’t believe we’re going to Africa today omg what if we get Ebola?’ ‘James we’re fine we could’ve gotten it at chipotle last year…’”

A screenshot of the tweet. (Photo: @jamescharles/Twitter)

Having sent out the tweet on Thursday morning, four hours later Charles had deleted it after it was met with backlash.

I'm sorry but that tweet from @jamescharles was very ignorant. Contributing to a stigma that African people are diseased. — lilly (@TanaftLumen) February 16, 2017

@jamescharles Instead of listening to your fans from Africa you sass & block them immediately. I know you're 17 but you have to grow up. — cici (@melaninporn) February 16, 2017

@sisterslowe @jamescharles sorry that people didn't find it funny that the only thing people associate with africa is a deadly disease? — Gabryelle (@anywaysgabi) February 16, 2017

The 17-year-old replaced the controversial tweet with a series of apologies, including a lengthy iPhone Notes app-style apology. “Okay, I’m NOT going to post a bullshit apology,” he wrote. “I am aware that the tweet was extremely offensive and degrading… As a white cis male, I recognize my privilege and would never want to take that for granted.” He continued, “I look forward to exploring the country and learning much more about the people and culture, because clearly I know very little and have a lot to learn.”

Story continues

I am extremely sorry. Regardless of my intentions, words have consequences. I take full responsibility and will learn and do better. — James Charles (@jamescharles) February 16, 2017

One problem: The apology refers to Africa as a country. (James then apologized for that with the explanation that his trip is to South Africa only.)

I misspoke & said country because we are traveling specifically to South Africa only. I know Africa is a continent and wanted to post an — James Charles (@jamescharles) February 16, 2017

ACTUAL, GENUINE, apology as soon as physically possible. I have a million things in my head right now. I am sorry and want to fix it somehow — James Charles (@jamescharles) February 16, 2017

CoverGirl issued its own response to the remarks on Twitter, writing “James Charles’ tweet does not represent COVERGIRL’s perspective. We agree that his statements were inappropriate but appreciate that he has issued an apology. We are an inclusive brand and respect all people and cultures.”

James Charles' tweet does not represent COVERGIRL’s perspective. — COVERGIRL (@COVERGIRL) February 16, 2017

We agree his statements were inappropriate but appreciate that he has issued an apology. — COVERGIRL (@COVERGIRL) February 16, 2017

We are an inclusive brand and respect all people and cultures. — COVERGIRL (@COVERGIRL) February 16, 2017

But is the hasty apology from both Charles and the brand enough? The campaign is getting dragged on Twitter, with commenters calling for Charles to be cut from his contract.

boycotting @COVERGIRL until @jamescharles is removed. Racism is not a cute look on anybody — ????Louisa Lorde???? (@HoneyLuLu_) February 16, 2017

@COVERGIRL Drop him or else we'll be dropping you. — MARIA ELENA (@pinkchanelsuit) February 16, 2017

@COVERGIRL I & many others will never buy from u again. Until u fire that man..by not firing him I will take that as u supporting his views — Güzide (@BeKindA1ways) February 17, 2017

@COVERGIRL then hire people who's values match your own if this is true. — Julie. ♡ (@ShayMitchonne) February 16, 2017

There was an Ebola outbreak throughout many parts of West Africa in 2014, with the highest concentration of cases being in Sierra Leone, Guinea, and Liberia. South Africa has had only two cases since 1974, when the Centers for Disease Control started keeping track of the disease, and only one since 1996.

Yahoo Beauty has reached out to CoverGirl for further comment and will update when we hear back.





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