American YouTuber James Charles has now lost more than 2.6 million subscribers, amid allegations that he used his fame, power and money to 'play with people's emotions'.
Another YouTuber called Tati Westbrook made the allegations about 19-year-old beauty vlogger Charles in a video, in which she said: "The last phone conversation me and James Charles had, is that he said something about a situation that happened at my birthday in Seattle.
"Oh my God, you tried to trick a straight man into thinking that he's gay yet again, and somehow you're the victim. You know it's really disgusting to manipulate someone's sexuality... you are using your fame, your power, your money to play with people's emotions.
"You're threatening to ruin them, you're threatening to embarrass them, and you're doing that to have them behave sexually in your favour even if they're straight, and you know what, that's not okay."
Westbrook was Charles' mentor. Credit: YouTube
The controversy stemming from Westbrook's comments caused Charles' follower count to start dropping drastically.
Before the feud went public, he had 16.5 million YouTube subscribers, but according to SocialBlade, the figure now sits at 13.9 million, meaning he has now lost around 2.6 million.
Westbrook, meanwhile, seems to have enjoyed the opposite effect on her account - having gained more than three million subscribers over the course of the weekend.
The two had been friends before, with Charles saying longtime mentor Westbrook was 'like a mother' to him.
But now it looks as though that friendship could be over, with Westbrook also accusing him of being disloyal after he promoted a rival hair product to hers.
Charles has since issued an apology to Westbrook - in the form of a YouTube video, naturally - in which he admitted to playing the victim in the past.
Beauty vlogger James Charles. Credit: PA
He said: "What sucks the most is that I know there's nothing I can say or do to ever earn that friendship or trust back but I don't blame them for it.
"A lot of the time when I've had to address things in the past, I've acted out of impulse and I've gone off and tried to pull receipts or facts or screenshots and play the victim and I'm not doing that today, I'm not. That is all I have to say, I'm sorry."
According to Sky News, Charles has become the first ever YouTube personality to lose one million subscribers in 24 hours, with the biggest drop taking place on Saturday.
Featured Image Credit: PA