In the world where fame and fortune dominates the headlines, the name Jimmy Donaldson, aka MrBeast, is synonymous to half a billion fans, a multi-million dollar personal fortune and a global business empire.
The YouTube's biggest influencer is at the top of his game, until a 54-page court document arrived at his dorrsteps to pose a challenge to his status. Could be his toughest test yet?
At this time, five female contestants on the upcoming Prime Video show Beast Games were identified as the ones who has filed a legal action against his production company MrB2024 and Amazon in Los Angeles.
Many called this the "as the largest ever reality competition series," as many as 1,000 contestants are set to compete for a US$ 5m (£3.7m) prize when the show airs - or if it airs. However, the lawsuit has plunged the show into crisis.
Among many redacted pages, the legal document includes allegations that they "particularly and collectively suffered" in an environment that "systematically fostered a culture of misogyny and sexism".
It cuts to the core of MrBeast's image as one of the nicest guys on the internet.
Some of the allegations include suggestions that participants were "underfed and overtired". Meals were provided "sporadically and sparsely" which "endangered the health and welfare" of the contestants, it is claimed.
In one section where almost all of the claims are redacted from public view, it says the defendants "created, permitted to exist, and fostered a culture and pattern and practice of sexual harassment including in the form of a hostile work environment".
Back in August, the New York Times spoke to more than a dozen of the (yet unreleased) show's participants, and reported there were "several hospitalizations" on the set, with one person telling the paper they had gone over 20 hours without being fed.
Contestants also alleged they had not received their medication on time.
MrBeast is no stranger to controversy this year - and has managed to come out unscathed each time.
In July, the 26-year-old American said he had hired investigators after his former co-host Ava Kris Tyson was accused of grooming a teenager.
Ava denied the allegations, but has apologised for "past behaviour" which was "not acceptable".
MrBeast said he was "disgusted" by the "serious allegations".
So will these latest allegations hurt the king of YouTube's popularity?
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