On Monday, January 12, 2020, high-profile beauty YouTuber and influencer Nikkie Tutorials (de Jager) uploaded a video where she came out as a transgender woman. During the video, de Jager said that some people were threatening to expose her as transgender, prompting her to "take back my own power" and release her coming out video.

This led to TooFaced Cosmetics founder Jerrod Blandino's sister, Lisa, updating her Instagram bio to include the following:

View this post on Instagram

As we know, Nikkie Tutorials came out as transgender today (so beyond proud and happy for her!) but I'm sorry, it is absolutely NOT okay for Jerrod Blandino's (Too Faced Cosmetics) sister to include this in her bio. It has since been changed but damn 😳 . #nikkietutorials #toofacedcosmetics

A post shared by HERE FOR THE TEA (@hereforthetea2) on Jan 13, 2020 at 7:36pm PST

What is happening here?

Back in 2016 Nikkie Tutorials worked with TooFaced to release a $56 palette that went on to sell at least 150,000 units. This is alleged to have earned an $8 million payday for TooFaced, of which de Jager earned only $40,000 to $60,000. This was kept quiet until another YouTube beauty mogul and cosmetics company owner, Jeffree Star, brought up the low payday of de Jager during his collaboration with Shane Dawson as the pair worked together on a makeup palette and other cosmetics together.

de Jager responded on Twitter, confirming the allegation by Star and citing her disappointment in not vetting the deal better, especially when TooFaced supposedly released inferior formulations after the influencer approved the palette.

I signed my contract with TF back then because I was naive & didn't know better. at the end of the day, I signed it, it's my own fault-- but what I'll never forgive is that "allegedly" they changed the palette's quality behind my back. 1000's of negative reviews & I was clueless

— NikkieTutorials (@NikkieTutorials) October 6, 2019

That takes us to today as the internet roasts Blandino and her brother's makeup brand for being transphobic in what appears to be another step in their feud with de Jager and Lisa's problematic history. Before you ask, Lisa did work for the company as a Sales and Marketing Assistant, making her as much a mouthpiece for the TooFaced brand as her brother at the time of her dig at de Jager.

Oh look-this aged well....let me state again- @jerrodblandino, your sister is a trash bag.

She's been problematic for ages. Case in point.#TooFaced #TooFacedIsOverParty https://t.co/4jqHYdcTj4

— Homie Hopper Hill (@FaceJaclyns) January 14, 2020

Instead of standing by his sister and allowing his company to go down in flames as Twitter promised to cancel the brand, Blandino released a statement concerning the incident:

A message from Our Founder Jerrod Blandino pic.twitter.com/OdnCT67INK

— Too Faced Cosmetics (@TooFaced) January 14, 2020

"I would like to make sure it is understood that although I love my sister very much, the things she says or does have absolutely nothing to do with me and do not in any way reflect me, my opinions, thoughts, or feelings nor speak for me or Too Faced in any way shape or form. I have always stood for love, equality and kindness in my life and everything I do. I am sorry for the hurt she has caused.

Let it be known that I am truly shocked and disgusted to my core at her recent actions. I do not tolerate this behavior and she is no longer an employee of Too Faced.

I would like to say how proud I am of Nikkie Tutorials, and how inspired I am for her strength and sharing her beautiful truth with the world. I am sending all my love to her."