The e-beauty scene had a drama-filled weekend.
E-feuds seem to be the latest in celebrity scandals for the modern age and this weekend two of the biggest in that sector made Google search headlines, the effect of which resulted in millions of followers hitting unsubscribe to James Charles.
Although the beef has elicited a tearful response from Charles, the topic is still a hot one and many in the realm of e-commerce weighed in on the quarrel after it broke.
The catalyst for the mass exodus of Charles fans appears to be his former friend. mentor and "mom" Tati Westbrook, who is an online celebrity in her own right but pales in comparison to Charles' fanbase numbers.
Over the weekend Westbrook took to social media and blasted Charles, 19, in a slew of damning accusations, including inappropriate behaviors in real-life social settings, even around her childhood friends. She blames Charles' fast-track to success for his actions.
According to Out, Westbrook had great sway over Charles' success including becoming his mentor, introducing him to the make-up elite and even allowing him to do her own wedding.
In only a few years Charles' following grew and he quickly collaborated with mega brands owned by Kylie Jenner and Kim Kardashian. He went into the fashion business, created a hugely successful Morphe color palette and grew as an influencer to millions at a time.
This would seem to be a mentorship success story for Westbrook, but instead of being proud she wants to say "Bye Sister." In a video titled the same Westbrook slams Charles, accusing him of making deals behind her back with a competitor and just being unsavory in public appearances where she was in attendance.
In the video, she recalls a conversation she had with Charles in which he told her about an encounter he had with a straight man.
"It literally made me want to vomit," she says. "Oh my God, you tried to trick a straight man into thinking he's gay yet again. And somehow you're the victim."
The nearly hour-long video she posted on Friday alleges Charles would shamelessly flirt with straight men with him saying it doesn't matter about their orientation because he is a celebrity. Peers in the same industry backed-up Westbrook's claims in various posts that followed the release of her video.
"Fame, power and a fat bank account will change almost anyone," Westbrook said in the video. "If you don't have people that will tell you to your face that you are doing the wrong things, you will change….I tried to be that person for you, James. I really tried. I don't think there's any getting through to you and I don't want to be friends with you, I don't want to be associated with you and I need to say that very publicly so that chapter can be closed."
The fallout was almost instant. After the video aired, Charles' followers dropped like flies. Not only were casual fans hitting the unfollow button, but celebrities and top brands ditched his page too.
Among those who abandoned him according to Out are: Jeffree Star, Kylie Jenner, Shawn Mendes, Demi Lovato, Miley Cyrus, Katy Perry, Iggy Azalea, and Morphe Brushes.
Even though Tati claims this is not a business strategy, she is racking up subscribers by the minute while Charles' numbers continue to hemorrhage.
Charles made history back in 2016, becoming the first male cover model for CoverGirl.