Industry: Beauty and makeup industry
Tags: Beauty, Bloggers / Vloggers, Entertainment, Fashion, LGBTQ, Stylists / Make-Up Artists
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We analysed 4 of James Charles's recent Instagram posts and here's what we found:
During the last 30 days, @jamescharles has been actively promoting new product launches and showcasing his makeup artistry. A significant theme is the launch of highlighters for his brand, @painted.co. Two posts specifically highlight this, with one post from September 5th announcing the launch of new highlighters by @painted.co next weekend, and another on September 12th declaring, "HIGHLIGHTERS ARE HERE! SHOP NOW AT PAINTED.CO".
Beyond product promotion, James Charles also engages his audience with personal content, such as a post on September 8th focusing on his personal aesthetic. He also leverages Instagram to drive traffic to his other platforms, as seen in his August 14th post which promotes a "Full video out on my YT channel now" comparing AI vs. Real Makeup. @painted.co is the most frequently mentioned brand, appearing directly in descriptions or as the subject of his posts.
We analysed 15 of James Charles's recent TikTok posts and here's what we found:
During the last 30 days, James Charles's activity on TikTok showcases a vibrant mix of beauty content, brand promotion, and lifestyle updates, often infused with a touch of nostalgia.
His own makeup brand, @Painted, is a dominant theme, featured prominently in four posts. These include the exciting launch of new highlighters, exclusive live sales for early access, and a recreation of his iconic viral senior photo glow using @Painted's "Picture Day" shade.
Food and drink reviews also generated significant engagement, with three posts dedicated to Starbucks' new fall menu and a throwback review of the Unicorn Frappuccino. He also reviewed Crumbl cookies.
Nostalgia plays a key role, with content revisiting "better days," a comparison of his and @BrentRivera's decade-long social media presence, and a 2016 makeup tutorial.
Other posts cover personal moments, such as a "hereditary moment" with family, asking for date advice, a self-care message on loneliness, and a tease for an upcoming release "5150." His content consistently mixes product launches, reviews, and relatable personal insights, keeping his audience engaged across various topics.
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Last updated: 20th September 2026
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