In a twist that has reignited one of the most speculated celebrity dynamics of the past decade, Hailey Bieber—model, entrepreneur, and wife of pop superstar Justin Bieber—has once again found herself in the center of a firestorm involving Selena Gomez, and this time, fans say she crossed the line.

It all began with a curious detail in the June 2025 issue of Vogue, where Hailey mentioned Selena Gomez by name—not once, but twice—while discussing beauty industry pressures and competition. “You can’t avoid her,” Hailey said when asked about Rare Beauty’s success. “She’s everywhere. You scroll, you see Rare. You shop, it’s there. It’s… unavoidable.”

That quote alone set social media ablaze. But the drama escalated just hours later when Hailey posted a clip on Instagram featuring Selena Gomez’s hit ballad “Lose You to Love Me,” only to delete it within 30 minutes without explanation. Fans were left stunned, confused, and divided. Was it a mistake? A passive-aggressive dig? Or a subtle cry for attention?

But what truly sent Rare Beauty fans over the edge was what came next.

An anonymous source inside Hailey’s PR team leaked internal communications, including an email that reportedly suggested Hailey’s team strategically name-drop Selena to “generate organic traction” and “ride the emotional legacy” of the Gomez-Bieber-Jelena triangle. One PR executive even described Selena as a “brand virus—good or bad, she spreads.”

That line alone triggered a wave of backlash that has only grown stronger by the hour. On X (formerly Twitter), the hashtag #CancelRhode began trending globally by Friday evening, with Rare Beauty fans accusing Hailey of exploiting Gomez’s name and emotional history with Justin Bieber to boost her brand.

“Imagine trying to weaponize someone’s trauma for engagement,” one user posted.
“This isn’t PR. This is manipulation. #CancelRhode,” another wrote.

Meanwhile, Selena Gomez has remained notably silent, refusing to comment publicly. Sources close to her told The Cut that Selena is “aware” of the situation and “disappointed but not surprised.” Rumors are also swirling that Gomez’s legal team is reviewing options, possibly issuing a cease-and-desist order if Hailey or Rhode continues to make “unauthorized or misleading public associations” with Gomez’s name or brand.

The drama is also bleeding into the business realm. Within 48 hours of the Vogue quote and Instagram post, Rhode’s official website and social media accounts were flooded with negative reviews and boycott threats, prompting the brand to disable comments on several recent posts. Meanwhile, Rare Beauty sales have reportedly surged, according to internal Sephora staff on TikTok, with many users stating they were buying “out of spite.”

“I was going to try Rhode this summer but nope. Just grabbed a full Rare Beauty haul,” one viral TikTok comment read.

Behind the scenes, there are whispers that Hailey is “devastated” by the backlash and that she “didn’t approve the PR email in question.” However, others claim this isn’t the first time Hailey has made public moves involving Selena that appear subtle but pointed—just enough to stir the pot without saying anything overt.

In fact, critics point to a pattern:

• Her accidental liking of a Selena-related meme in 2023.

• A cryptic TikTok with Kendall Jenner featuring the caption “this ain’t for you” shortly after Selena’s body-shaming backlash.

• And now, this: a post-and-delete moment followed by a PR scandal.

The incident has reignited age-old fan debates about Hailey’s alleged obsession with Gomez, whether intentional or not. Even casual pop culture observers are beginning to ask: How is it that Hailey’s biggest headlines always seem to include Selena’s name?

As of now, neither Hailey nor Rhode has issued a formal apology or clarification. But with Rare Beauty fans calling for boycotts, media watchdogs questioning the ethics of celebrity PR tactics, and legal teams potentially getting involved, it’s clear that this is no longer just a celebrity feud—it’s becoming a full-scale brand war.

Whether this was a calculated move or a colossal misstep, one thing is certain: in trying to escape Selena Gomez’s shadow, Hailey Bieber may have just deepened it.

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