Beauty guru and celeb makeup artist James Charles has issued a tearful apology after being called out publicly by beauty YouTuber, Tati Westbrook for being shady and a bad friend and even preying on straight men.

James lost a whopping 600k followers in just 24 hours after Tati made a video, titled 'Bye Sister' which accused him of poor behavior, disloyalty and ended their friendship. The video trended online.

“You’re using your fame, your power, your money to play with people’s emotions,” she says in the video.

Tati's fans lashed out:

James released a video of his own, apologizing for his bad behavior.

"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,” he said.

“I’m so disappointed in myself that I ruined my relationship that did mean the most to me, even though I didn’t show it all the time…What sucks the most is that I know there’s nothing I can say or do to ever earn that friendship or trust back.”

James trended a couple of years back when he made a joke about catching Ebola while visiting the continent of Africa.

Since the airing of the video, he has lost over 1 million subscribers on Instagram alone.