[Credit: Instagram] Tensions between Selena Gomez and Hailey Bieber appear to be bubbling up again, with fans convinced a fragile truce has quietly fallen apart. The latest controversy centers on Gomez’s beauty brand, Rare Beauty, which is facing intense online backlash after allegedly reposting a video that critics say mocked Bieber’s appearance and questioned the effectiveness of her skincare line, Rhode.
[Credit: Instagram] The uproar began on January 25, 2026, when fans claimed Rare Beauty’s official account briefly reshared a video that appeared to compare before-and-after images of Bieber, implying her physical changes were unrelated to skincare. Screenshots and clips of the alleged repost spread rapidly across X and TikTok before the content was reportedly deleted, fueling accusations that the brand had taken a direct swipe at Bieber. Rare Beauty has not publicly addressed the claims, but the incident was enough to reignite long-standing online narratives pitting the two stars against each other, despite both women repeatedly distancing themselves from feud rumors.
[Credit: Instagram] As the debate escalated, attention shifted from celebrity gossip to questions of brand accountability and digital manipulation. Bieber’s supporters branded the alleged repost as obsessive and malicious, while Gomez’s fans argued the footage may have been edited, AI-generated, or deliberately manipulated to provoke outrage against the multibillion-dollar brand. Some social media users pointed to missing timestamps and visual inconsistencies in the circulating clips, raising doubts about whether the repost ever came from Rare Beauty’s verified account at all.
[Credit: Instagram] The controversy also highlights the massive financial stakes involved. Gomez launched Rare Beauty in September 2020 with a focus on inclusivity and mental health advocacy, growing it into a global powerhouse valued at roughly $2.7 billion as of May 2024. Bieber entered the beauty space with Rhode in June 2022, quickly securing major retail partnerships while pushing back against constant comparisons. For now, without official confirmation from Rare Beauty or Gomez’s team, the alleged repost remains unverified—yet another example of how celebrity rivalry, fan loyalty, and social media speculation can quickly spiral into a full-blown online storm.
