Cape Town - It took one scathing video to practically cripple social media star James Charles' following.
And it’s not so much how many users unfollowed him (which, might we point out, happens to be millions) but rather who decided to click the "unfollow" button.
An hour-long video, titled Bye Sister, was posted by the vlogger, makeup artist and model’s former best friend, Tati Westbrook (37). In the clip she calls James (19) out for endorsing Sugar Bear Hair vitamins, a move Tati found utterly disloyal when she had launched her own rival brand.
The fellow YouTuber goes on to accuse her mentee James of "using his fame, power and money" in his personal relationships, Cosmopolitan writes.
Soon after Tati’s video was posted, James responded with an eight-minute apology. But it was a little too late. Several influential celebrities made it clear which side they're on – and it's not James'.
According to The Metro, celebrities including Kylie Jenner, Miley Cyrus, Shawn Mendes, Katy Perry and Iggy Azalea were among the famous faces to turn their backs on the makeup artist.
We look at some of the relationships he's severed.
"Just a quick Saturday glam," he captioned a selfie of him and the singer in December last year, taking many by surprise with their unlikely friendship.
Well, as it turns out, as quickly as their friendship started, it's now ended.
Kim Kardashian West
In December last year Kim partook in James' Beauty Battle, which sees two participants apply makeup to one half of his face.
During the video, Kim gushed about how much her daughter North loved his videos.
Kylie was one of the first to click the unfollow button. The pair collaborated for Halloween last year after Kylie tweeted James, asking to do a video together.