James Charles has called the last week the "darkest time in my life" in a new video posted on his YouTube channel.
It's after fellow YouTube star Tati Westbrook accused him of manipulating someone's sexuality and promoting a rival product to hers.
James Charles, who is 19, has since lost millions of subscribers and received lots of hate on social media.
On Thursday she posted a second video lasting 18 minutes asking for the "hate to stop".
If you've missed what's happened let us enlighten you...
A few weeks ago, James Charles was a YouTube star with 16,553,579 subscribers.
Today, he's a YouTube star with 14,730,977 subscribers.
14,730,975... The number's falling as we speak... but why?
That's more than 2 million people who've clicked 'unsubscribe' on his beauty tutorial channel since Friday 10 May, according to social media stat tracking .
Meanwhile, his mentor-turned-nemesis, fellow beauty YouTube star Tati Westbrook, has gained more than 3 million. On the 9th May, she had 5,908,733 subscribers to her channel. Today, she has more than 10,322,800 subscribers. You can watch it climb live if that's what you'd like to do with your day.
700 million views, 4 faces & 1 empowering coming out story: Why James Charles is THE male beauty icon of today
To understand the complex shifting loyalties of the beauty YouTube community, you really have to watch the 43-minute video Tati posted to her channel last week. Titled "Bye, Sister", it's a detailed explanation of why she has chosen to terminate her friendship with James. 33,863,971 people have watched it so far, including journalists around the world who're now desperately scrambling to understand the power dynamics between people who post makeup tutorials on the internet.
Look, you're in charge of how you spend your time in this life - if you've got a spare hour and you don't know what to do with it, here's the vid. Knock yourself out.
If you'd rather have the whole drama explained to you in a mercifully brief manner, please, allow me. First, know that Tati and James used to be tight. They met three years ago and Tati invited James to do the makeup on her wedding day. She's 37 and he's 19, so she says she feels like she's taken a "parental" role towards him. They've been extremely supportive of one another.
Until James Charles dared to endorse the wrong hair supplement.
Tati has her own range of vitamins that allegedly enhance your hair, you see. While he was at Coachella, James made a video thanking her number one rival product for taking care of him. It was, as she says, an unthinkable betrayal.
"When you paired up with my number one competitor it was embarrassing for me and you know that," she said in her video. "You kept saying you can't be bought, but you just were."
Tati accused James of being "disloyal" to her and then she called him out for his allegedly "problematic" behaviour. According to Tati, James has made a hobby out of "manipulating" people's sexuality. She says he would regularly boast about turning straight men gay.
"You are using your fame, power and money to play with people's emotions," she said. "I don't want to be friends with you. I don't want to be associated with you."
James has posted an apology to Tati on his YouTube channel. He has also responded to her allegations via Instagram story and Twitter. "I've been involved in a lot of very unique situations that have left people confused or upset," he said. "I have learned the hard way about boys that I am interested in, and also ones that I should or shouldn't be talking to. This is a conversation I know a lot of people are uncomfortable with and it's something that I should have been far more careful with bringing into the public, especially with the last situation."
Thankfully, his response is a swift 8 minutes 24 seconds long.
This statement, which James released on May 5 on Twitter, appears to address rumours about his behaviour towards men.
Tati has said that her "heart is too heavy" to continue to post about this whole drama. Maybe it is lightened, ever so slightly, by the sight of her follower count skyrocketing. Maybe not.
And now, James Charles has just released a 41-minute video responding to what has happened this last month after remaining silent, aside from his previously short apology to Tati.
The uploaded video, entitled, "No More Lies" sees him addressing pretty much every accusation that has been made about him in the last few weeks. He starts talking about why he posted the endorsement that happened to be a direct competitor of Halo Beauty, Tati's brand, and goes on to describe and deny some of the rumours about his behaviour towards straight men that have been circling.
James also spoke up about how he's been dealing with internet trolls.
"I wouldn't wish what I went through upon even my worst enemy, no matter how angry I was."
"The last few weeks of my life have literally been the most painful time I have ever had to deal with, and my head and brain for a hot minute went to a place so dark I didn't think I was going to come back from."
Despite all the backlash, James told viewers he "can get through this" but criticised the "bandwagon" culture on social media:
"Through all of this I have learned that if I can get through this, I can get through anything. Joining in on bandwagon and cancelled culture is incredibly, incredibly toxic. It's very concerning to me that as a society we're becoming OK with, guilty until proven innocent, instead of the other way around."
James ended his video on a lighter note (phew) explaining that he's excited to spend time with family to celebrate his birthday. He also revealed to fans that he's planning on taking a break from YouTube for "his mental health".
See the full video below.
It is always devastating to end a friendship. Tati and James may have a combined 25 million followers, but they're still human and this whole drama has probably left them both feeling exposed, vulnerable and hurt.