At the end of a whirlwind year that saw her transform from a viral star to a business mogul, Haliey Welch, also known as the “Hawk Tuah Girl,” is facing backlash for promoting a memecoin that crashed.

On Dec. 4, Welch announced that her Hawk Tuah memecoin, $HAWK, had gone live. The memecoin exploded in value, with a market cap in the hundreds of millions of dollars – before quickly collapsing. Many who bought $HAWK had lost a significant sum of money in a matter of minutes.

$HAWK launched on December 4 at 5 pm EST. According to analysis from TRM Labs, it had an initial market capitalization of $490. Within a matter of hours, the value plummeted by 91% and the market cap dropped to $41.7 million. About 10 days later, the value of the token was essentially zero.