In the past week, the YouTube world has become invested in a very public feud between influencers James Charles and Tati Westbrook.

And now it's led to James losing over two million subscribers.

On Friday, the 19-year-old Youtube beauty blogger had around 16 million subscribers, with the number now having dropped to under 13 million.

The drop in support comes after James' longtime mentor and fellow beauty guru Tati Westbrook posted a YouTube video calling him out on his behaviour saying he only cares about money and fame.

Friction between the pair reportedly started back in April when, whilst attending Coachella, James posted an advert for Sugar Bear Hair supplements, a brand that is a huge competitor for Tati's brand Halo Beauty.

Tati publicly accused James of being unsupportive, saying she felt betrayed by his actions.

Although James later apologised, last Friday Tati posted a 43-minute long video explaining the feud and her decision to cut contact with James.

Both James and Tati have amassed enormous social media followings through make-up tutorials and beauty product reviews. The pair met three years ago and Tati took on a 'parental' role as James was just beginning his career.

In Tati's video, titled 'Bye Sister' , she revealed she would be cutting all ties with him.

"When you paired up with my number one competitor it was embarrassing for me and you know that.

"You kept saying you can't be bought, but you just were," she said.

As well as accusing James of spreading lies about her and saying hurtful things about other people in the beauty community, Tati also claimed he tried to "manipulate" people's sexuality, revealing that he would regularly boast about wanting to turn straight men gay.

She said: "You are using your fame, power and money to play with people's emotions.

"I don't want to be friends with you. I don't want to be associated with you."

James later apologised to both her and her husband in a YouTube video on Friday addressing the accusations Tati made against him.

"To Tati and James Westbrook I'm sorry for everything that is going on, everything that I've put you through over the past few weeks," Charles said."Most of my career over the past few years has been about me making mistakes and trying to learn and grow from them. I haven't always done the best job of that, I can admit that," he added. "But I have always tried."

He continued: "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.

"I'm not doing that today, I'm not. That is all I have to say, I'm sorry."

Unfortunately for James, the internet appears to have sided with Tati, as millions have unfollowed him whilst Tati's follower count keeps rising.

Over 30 million people have watched Tati's video since it was uploaded on Friday.

Charles, who is worth an estimated $12m (£9m), has collaborated with celebrities including Katy Perry, Kim Kardashian and Demi Lovato.

Kylie Jenner and Kim Kardashian are among the famous faces that have unfollowed James.