The internet nearly exploded late last night when Euphoria-era chaos seemed to reignite in the most unexpected of ways: Hailey Bieber, the model-entrepreneur and wife of pop sensation Justin Bieber, posted a short video featuring Selena Gomez’s chart-topping ballad “Lose You to Love Me”—then deleted it just 12 minutes later.

But by then, it was far too late.

TikTok had already exploded. Twitter (now X) was flooded with screen-recordings. Reddit threads unraveled the moment frame by frame. And what many fans initially chalked up to a simple “mistake” soon spiraled into something far more intentional, complicated, and deeply revealing.

Because just hours later, a quote from Hailey’s new Vogue interview hit the web—and in it, she refers to Gomez, without directly naming her, as “unavoidable.”

“You try to move on. You try to build something of your own. But there are people, presences… they’re just unavoidable. And no matter what you do, they find a way to be written into your story.”

Hollywood read between the lines. So did fans. The firestorm was immediate.

But things took an even darker turn when an alleged internal email from Hailey’s PR team leaked online, revealing that the entire post may not have been an accident at all—but a planned strategy to capitalize on Gomez’s massive influence and name recognition.

The email, reportedly written by a senior consultant to the Rhode skincare brand, states:

“Selena’s public magnetism remains unmatched. We believe brief, ‘accidental’ engagement with her image—especially via nostalgic music or old references—can spark high-value discussion cycles. But it must be tightly controlled.”

The quote, if real, suggests a calculated plan to weaponize Gomez’s name for publicity while avoiding direct confrontation. If fabricated, it still mirrors what many fans have long suspected: that Hailey’s brand exists in the shadow of Gomez, who continues to soar with her beauty empire Rare Beauty and her recently announced dramatic film role.

This isn’t the first time fans have picked up on eerie overlaps between the two women. In March, Hailey was accused of copying promotional language from Rare Beauty’s mental health campaign. In April, eagle-eyed social media users pointed out that Rhode’s spring ad shoot bore striking similarities to Selena’s 2021 Allure spread.

But posting her song? That crossed a line.

Selena herself has remained completely silent throughout the ordeal. No Instagram Story. No cryptic tweet. No publicist’s comment. But those close to the Only Murders in the Building star claim that she was blindsided by the situation and is “considering legal options.”

“Selena has always taken the high road,” a source close to Gomez told Variety under condition of anonymity. “But this was deliberate, and there’s no mistaking the intent. She’s not just a brand. She’s a person. And enough is enough.”

The bizarre saga has also thrown Justin Bieber back into the spotlight. He’s remained publicly neutral—but fans noticed he unliked a Rhode promo post shortly after the leak. That, combined with his recent emotional appearance at a church service in L.A., has reignited speculation that his marriage to Hailey may be under pressure behind the scenes.

Meanwhile, the fallout is real. Brand analysts warn that Rhode may suffer from the backlash, especially if Gomez issues a public rebuke.

“This is not a good look,” said digital branding expert Carly Trent. “Consumers are increasingly sensitive to manipulation and media games. If Hailey’s team orchestrated this to provoke Gomez, it could backfire severely—especially since Gomez has a reputation for authenticity and restraint.”

As of this morning, #HaileyVsSelena was trending in 19 countries. Several influencers announced they were pausing Rhode collaborations. And within just 36 hours, Rare Beauty saw a 9% spike in direct web traffic, while Rhode experienced a 4.2% dip, according to SEO analytics firm Backtrace.

Still, some fans are offering a more empathetic take.

“Maybe she’s just struggling,” one viral comment read on TikTok. “It’s not easy living in someone else’s shadow. I don’t support the manipulation, but it’s also just… sad.”

But in an industry where image is everything, sadness may not be enough to save a brand on the brink.

If the leaks are confirmed, Hailey Bieber may find herself in the middle of a PR storm she can’t delete—no matter how fast she hits “remove.”