What with all her world record-breaking side projects, dreamy product range taking over the beauty world, and that relatively unknown YouTube channel she runs for 10 million viewers, Zoe Sugg is quite a busy girl these days.
But with all the success comes a whole lot of haters, and some less than supportive rumours have started to pop up online, suggesting that Zoella might have more help than you realise to run her internet empire.
So um, is she actually writing her own blog posts these days?
But despite her insisting that she's still fully in control of writing her own posts, heat magazine reckon they've discovered evidence to suggest otherwise, and it's all sparked the mystery of the undisclosed Brighton blogger. Ooooh.
On February 14th 2014, Zoe's management Gleam Futures put out a request for bloggers based in Brighton to get in touch, and several writers including a gal called Carrie Fry got in touch.
Carrie is the one who many people believe could secretly be Zoella's blog ghostwriter, after her recent introduction into Zoe's vlogs, and a strange share on Zoe's Facebook page which listed Carrie as the author of a Gap feature.
Within seconds the comments section was full of fans demanding to know who Carrie really was, but two minutes later the post was deleted and re-shared, this time with the author cited as Zoella.
Heat claim that there are at least four articles from Zoe's blog naming Carrie as the writer, including the posts Bedside Table Beauty and Autumn Make Up, while fans have also spotted Carrie's blog images showing the same crockery and marble worktops as some of Zoe's photos.
It's also been speculated that one Zozeeeezozoebo-shaped human just physically COULDN'T create the amount of content that's published under Zoella's brand.
Heat are reporting that over a random seven days in October, she'd uploaded three vlogs which each take hours to edit, photographed, wrote and uploaded four blog posts, and promoted her upcoming book tour, not to mention all the endless secret projects and behind the scenes work that's always going on.
When you've got 10 million people relying on content from you, it's definitely not a bad idea to get some outside help on the job, but some fans think that it's all a bit dishonest.
What do you reckon to these rumours? Any thoughts on the mystery Brighton blogger Carrie? Let us know with a tweet to @Sugarscape.
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