Nikkie de Jager, better known as makeup YouTuber NikkieTutorials, recently came out as a trans woman via a video on her YouTube channel.
Nikkie was being blackmailed by someone who wanted to leak her story to the media, so she decided to take matters into her own hands and tell the world herself.
Nikkie bared her soul to her fans in the 17-minute video.
"Today I am here to share something with you that I've always wanted to share with you one day, but under my own circumstances. And it looks like that chance has been taken away from me. So today I am taking back my own power."
Many of Nikkie's fans were extremely supportive of her coming out, even though the circumstances forced her to share her truth before she was ready.
Even after de Jager's heartfelt coming out video, there were still some people who thought it would be a good idea to be transphobic and poke fun at her.
Among these was the sister of cosmetics company Too Faced founder Jerrod Blandino, who also worked for the company.
The post, made from an account where she uses the name Dani California, drew instant ire and criticism from internet users—along with a call to boycott the brand.
She quickly attempted to backtrack after her bigotry was noticed, but to no avail.
Jerrod soon released a statement, via the company's Twitter account, condemning his sister's actions and saying that she had been fired from her work at Too Faced.
"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."
Even after Jerrod's apology, many people pointed to a long history of problematic actions as a reason to avoid the company.
Many folks on Twitter pointed out that this isn't the first time Blandino's sister has posted hurtful, bigoted things on social media.
While his sister's termination and public chastisement were definitely warranted, many makeup fans—both those who are fans of Nikkie and those who just won't tolerate bigotry in the industry—are still questioning whether Jerrod's actions were enough.
Her hurtful comments about de Jager in an especially vulnerable time were completely unacceptable to fans, and part of a pattern of behavior that had not been addressed until now.