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.

Hailey Welch, known for her viral “Hawk Tuah” catchphrase, has seemingly disappeared from the public spotlight. After rising to fame with her viral videos and a successful podcast, Welch’s sudden disappearance follows the controversy surrounding her $HAWK meme coin.

$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.