A beauty contest to pick the next Miss Amazonas in Brazil turned ugly suddenly when Sheislane Hayalla refused to be second best.

In the coronation ceremony, on Friday night, runner-up Hayalla hugged winner Carol Toledo when she was first announced as queen, but a few seconds after the crown was gracefully placed on her rival's head, Hayalla snatched it, threw it to the stage floor and left in a rage.

She accused Toledo of having bought the title.

Pictures and videos of the incident spread quickly on social media over the weekend. Users created all kinds of memes mocking the unexpected grand finale.

The winner of Miss Amazonas represents the state in the national Miss Brazil contest. It was not immediately known if Hayalla would retain its position as “first princess.” Event organizers did not comment.

"I wanted to express my disapproval of the actions in the preparations for Miss Amazonas 2015." I do not regret having protested," she said on her Facebook page on Saturday night." I wanted something clean and honest."

Hayalla has participated in other beauty contests. In 2013 she represented Brazil in Miss Globe International, held in September in Baku, Azerbaijan, where she was first princess and seemed to accept the title gladly.

"I apologize if someone does not like my attitude, but I did what my heart told me to do," Hayalla said in a video released after the contest.

Based on and translated from The Associated Press.

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