Beauty bloggers James Charles and Tati Westbrook end their friendship

Two of the world's biggest beauty bloggers, James Charles (above) and Tati Westbrook, have had a spectacular falling out online. Photo / Getty Images

A social media battle of mammoth proportions is playing out between leading millionaire beauty bloggers James Charles and Tati Westbrook.

The YouTube star Tati Westbrook has totally cut ties — in a 38 minute YouTube post — with the 19-year-old after he endorsed a vitamin company, Sleep Vitamins by SugarBearHair at Coachella, which is a direct competitor of her beauty brand, Halo Beauty.

The fight has caused YouTube megastar Charles to lose over 500,000 followers in less than 24 hours, reports news.com.au.

In a lengthy, down the barrel of the camera video, Westbrook at first explained the strong connection she had with Charles but then it quickly deteriorated into a serious 'I'm breaking up with you' moment. She levelled accusations of mistrust, inappropriate dinner party conversation, money and enflated ego at him, saying: "Get off your high horse and have some respect. You don't have any for the people who are in this industry and that's the sad fact."

Just another day in 'influencer' land, huh?

To both of their credits, they have made massive amounts of money, garnered millions of followers and regularly deliver entertaining, interesting and informative tutorials and videos on the subject seemingly loved by so many people — beauty.

Just hours ago — before Charles was due to appear on the Gold Coast at a meet and greet on Saturday — he posted an emotional, make-up free YouTube video apologising to Westbrook, the woman who helped him start out his career. Charles described Westbrook as a "parental" figure in his life, as well as her husband.

"I hate knowing that I disappointed not only (my fans), but two people that have been role models for me doing this," he said.

View this post on Instagram

Makeup Tiger. Link in bio.

A post shared by Tati Westbrook (@glamlifeguru) on Apr 27, 2019 at 10:12am PDT

"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."

Twitter has been alight with people — obviously in Tati's corner — saying James's appearance at Pacific Fair on the Gold Coast had been cancelled.

Fans of both YouTube stars have sided with their favourites and time will just tell who wins the battle of the blush.