If in recent days your Instagram Explore page has been filled with images of makeup-related memes and calls to "spill the tea", here's why. 

James Charles, a 19-year-old makeup artist and YouTube star, is embroiled in a rift with fellow YouTube makeup mogul, Tati Westbrook, 37, concerning her allegations that he tried to "manipulate" people's sexuality, among other issues. 

The falling out has led to Charles - who made history as a 17-year-old high school senior when he was named as the first male face of CoverGirl - losing over two million subscribers from his YouTube account. 

According to the website Social Blade, which monitors subscribers, Charles now has 13.8 million, down from 16 million just days ago. 

The dispute began in April when Westbrook - who has 9.1 million YouTube subscribers and has built a brand on product reviews and a vitamin supplement company - called Charles out for promoting Sugar Bear, the main competitor to the vitamin product she created, Halo Beauty.

In a video titled "BYE SISTER", Westbrook said she was cutting all ties with him due to the incident.

"When you paired up with my number one competitor it was embarrassing for me and you know that", she said. "You kept saying you can't be bought, but you just were."

However, Westbrook's issues with Charles are far-ranging. The complaint that has struck the public the most is that Charles would use his star power to "manipulate" straight men into thinking they were attracted to him. 

"You tried tricking a straight man into thinking he's gay yet again, and somehow you're the victim", she said in the video. 

"You know, it's really disgusting to manipulate someone's sexuality, especially when they are still emerging into adulthood and don't have everything quite figured out. 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 favor, even if they're straight. And you know what? That's not okay."

This accusation has led numerous commentators to reflect on Charles' track record when it comes to dating and men, with examples of his boasting leaking out. 

In a response video titled "tati", Charles apologied to Westbrook and her husband James for "everything that I put you through".

"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."

He also denied manipulating anyone's sexuality, instead, conceding that he has found himself in situations that may have left people "confused" and that he did not handle them as well as he should have. 

He seemed to refer to a previous incident involving himself and a man who he appeared with at Coachella this year. 

When Charles was named as the new male face of CoverGirl, it struck many as a watershed moment in fashion and beauty, and how those industries interact with younger people. His "cancelling" so soon into his fame could be interpreted as an example of what happens when you funnel fame into someone so young. 

Charles was decidedly non-famous in the traditional sense, but had already made a name for himself online through social media platforms like Twitter and Instagram. He had gained 650,000 followers on his Instagram account and more than 90,000 subscribers on his YouTube channel, filming videos on his foundation routine and a "boy glam" look. 

He had gone viral on Twitter for insisting on retaking his senior year photos because his highlight wasn't showing up as he wanted it to. Armed with a ring light, he retook the images and shared them on Twitter, where they have amassed more than 90,000 likes.  

Since then, through partnerships with brands and collaborations with other YouTube stars such as Jeffree Star and Westbrook, Charles ascended into superstar status for a particular age group. 

When Charles visited Birmingham in January to open a new Morphe shop as part of his collaboration with the cosmetics brand, an 8,000-strong hoard of his fans left the city in gridlock as drivers were forced to abandon their cars on the street. 

In his response video, Charles explained that he met Westbrook and her husband James almost three years ago when he was starting off in the industry and had "no friends and nobody to talk to or look up to". He says that Westbrook took on a "parental" role for him, guiding him through difficulties and setbacks. 

Charles' and Westbrook's relationship was akin to family, with Charles doing Westbrook's makeup for her wedding day.