It has been one week since four of YouTube's biggest beauty personalities had their old offensive and controversial tweets dug up and strewn across the internet, and thus far Laura Lee has experienced the biggest downfall.
In a matter of days, she's lost hundreds of thousands of followers across platforms, faced mass criticism for her tearful apology video, and has allegedly even received threats against her close family members.
Now it seems that even the brands she's worked most closely with are distancing themselves from her too.
Multiple brands that have collaborated with Laura Lee or sell Laura Lee Los Angeles products appear to have removed them from their sites altogether.
Those brands include ColourPop Cosmetics, Morphe, BoxyCharm, and Ulta Beauty.
Searches for Laura Lee's collaboration on ColourPop's site come up completely blank.
At first glance, one might think Lee's collaboration from earlier this year was simply sold-out and therefore unavailable, but upon closer inspection, it appears her name has been wiped from ColourPop's complete list of collaborators.
And ColourPop still stocks collaborations that are years old — and still have web pages for sold-out products, unlike Lee's.
Ulta, which was due to begin stocking Laura Lee Los Angeles in store, has also reportedly cut ties with Lee.
Searches for Lee's products on Ulta's site also come up blank as well.
The retailer allegedly submitted a statement confirming such to YouTuber Sanders Kennedy:
"We are disappointed to learn the nature of the tweets that have surfaced recently. As a result, the launch of [Laura Lee Los Angeles] has been delayed pending our review of this matter. Ulta Beauty values equality and inclusivity in all that we do."
Morphe, another online and in-store retailer of Laura Lee Los Angeles, has kept the YouTuber's products on its website — but they are all suspiciously sold-out.
That even includes makeup brushes from Lee's curated collections — ones that don't even have her name or branding on them.
Her discount code, from which she earned significant commission, has also reportedly been canceled by Morphe.
Users have noticed that her code is no longer valid when entered at Morphe's checkout.
The founder of BoxyCharm, a beauty subscription box that stocks Laura Lee Los Angeles products, spoke about how disappointed he was to learn about Lee's surfaced tweets.
Lee's products remain on BoxyCharm's site, but that might not last much longer.
This could potentially be the biggest downfall a YouTuber has ever faced due to a controversy.
Revelist has reached out to these brands to confirm all these details and will update this post as necessary, by the way.
But that begs the question: Will brands continue taking a stand against racism with time, or will all simply be forgiven and forgotten in a few weeks?
Because this isn't the first time this has happened, and it certainly won't be the last.