Donald Trump has been dropped by broadcasters, major retailers and watched as members of his own party rushed to distance themselves from him.
His contentious stance on immigration and claims that Mexican immigrants bring "tremendous infectious disease" and are criminals have repulsed many and cost the business magnate dearly.
But some Miss USA contestants are refusing to follow suit by dropping out of the competition, which is partly owned by Trump, telling the Associated Press that the show must go on even in the face of his remarks.
A number of Hispanic contestants spoke to the news agency to explain that while his comments were jarring, they were still keen to compete.
Donald Trump's most controversial quotes
Donald Trump's most controversial quotes
1/14 On Isis:
"Some of the candidates, they went in and didn’t know the air conditioner didn’t work and sweated like dogs, and they didn’t know the room was too big because they didn’t have anybody there. How are they going to beat ISIS?"
2/14 On immigration:
"I will build a great wall — and nobody builds walls better than me, believe me —and I’ll build them very inexpensively. I will build a great, great wall on our southern border, and I will make Mexico pay for that wall. Mark my words."
3/14 On Free Trade:
"Free trade is terrible. Free trade can be wonderful if you have smart people. But we have stupid people."
PAUL J. RICHARDS | AFP | Getty Images
4/14 On Mexicans:
"When Mexico sends its people, they’re not sending their best. They’re sending people that have lots of problems. They’re bringing drugs. They’re bringing crime. They’re rapists."
5/14 On China:
"I just sold an apartment for $15 million to somebody from China. Am I supposed to dislike them?... I love China. The biggest bank in the world is from China. You know where their United States headquarters is located? In this building, in Trump Tower."
6/14 On work:
"If you're interested in 'balancing' work and pleasure, stop trying to balance them. Instead make your work more pleasurable."
7/14 On success:
"What separates the winners from the losers is how a person reacts to each new twist of fate."
8/14 On life:
"Everything in life is luck."
9/14 On ambition:
"You have to think anyway, so why not think big?"
10/14 On his opponents:
"Bush is totally in favour of Common Core. I don't see how he can possibly get the nomination. He's weak on immigration. He's in favour of Common Core. How the hell can you vote for this guy? You just can't do it."
11/14 On Obamacare:
"You have to be hit by a tractor, literally, a tractor, to use it, because the deductibles are so high. It's virtually useless. And remember the $5 billion web site?... I have so many web sites, I have them all over the place. I hire people, they do a web site. It costs me $3."
12/14 On Barack Obama:
"Obama is going to be out playing golf. He might be on one of my courses. I would invite him. I have the best courses in the world. I have one right next to the White House."
13/14 On himself:
"Love him or hate him, Trump is a man who is certain about what he wants and sets out to get it, no holds barred. Women find his power almost as much of a turn-on as his money."
14/14 On America:
"The American Dream is dead. But if I get elected president I will bring it back bigger and better and stronger than ever before and we will make America great again."
Ana Garcia, Ms Rhode Island, told AP it was unfair to generalise a group of people. However, she claimed Ms USA was an “empowering” competition for women and described the furore surrounding Trump as a "political process".
“We need to remember that the Miss Universe organisation is an organisation that works to empower women to be an inspiration to the rest of the world and to be an advocate. We can’t let political process put shade over that.”
Meanwhile, Miss Texas Ylianna Guerra said she had worked too hard to leave the pageant now and "did not want to let anyone down”.
Likewise, Ms California Natasha Martinez, who emigrated from Nicaragua as a young girl, said she “found the comments hard to hear” but didn’t feel it had overshadowed the pageant.
One former Miss Wisconsin USA winner, Alex Wehrley, has been announced as one of the new hosts for the pageant, which will now be aired by the Reelz channel after NBC dropped the show. She is joined by Game show host Todd Newton.
Trump has been unrepentant over the comments he has made since announcing his bid for the Republican nomination. Instead, Trump has blamed the media for distorting his remarks and released statements reiterating his controversial views.