Did Selena Gomez & Rare Beauty Really Mock Hailey Bieber?

Social media drama involving Selena Gomez, her beauty brand Rare Beauty, and model-entrepreneur Hailey Bieber has flared again after fans circulated screenshots and clips suggesting Rare Beauty briefly reshared a TikTok post that seemed to mock Bieber’s appearance and transformation.

Although the post was quickly deleted and authenticity is debated, the incident has reignited longtime online fan rivalry and speculation around the trio’s relationships — particularly involving Justin Bieber’s reactions.

What Sparked the Online Drama Between Selena and Hailey?

On January 25, 2026, screenshots of a Rare Beauty Instagram reshare began circulating widely on X (formerly Twitter) and TikTok, prompting fans to claim the brand had reposted a video implying that Hailey Bieber’s physical transformation wasn’t achieved through skincare alone. Some versions of the clip included text suggesting cosmetic work rather than results from her own brand’s products.

The screenshots quickly spread across fan accounts such as @HBieberDaily, and many internet users interpreted the alleged reshare as a deliberate jab at Hailey — especially in the context of ongoing fan disputes between supporters of Gomez and Bieber.

Authenticity Questioned and Deleted Post

Although the screenshots gained traction, the original Rare Beauty post was deleted shortly after it appeared, and critics have pointed out that some circulating clips may have been edited or fabricated to stoke controversy. Analysts on social platforms pointed to inconsistencies in the viral footage — like jump cuts and missing time stamps — that suggest parts of the video may have been altered or entirely fake.

Supporters of Gomez argue that if the reshare did occur, it was likely an accidental algorithmic repost or simple social media misstep by someone managing the Rare Beauty account, rather than intentional shade. Some Reddit users have noted that large accounts can sometimes inadvertently reshare trending content simply because it’s tagged or algorithmically boosted — not necessarily as a coordinated jab at another figure.

The Hailey–Selena Online Rivalry

This isn’t the first time fans have read into Rare Beauty’s actions as part of a broader celebrity feud narrative. Over the years, social media users have linked Gomez and Hailey in cycles of alleged shade, subtle comments, and fan reactions — even when both stars make unrelated posts. Whether it’s Rihanna-style eyebrow gel posts or brand launches, internet sleuths often interpret interactions through a rivalry lens.

In past instances, Gomez herself has posted messages (since deleted) urging fans to be kind and not pit female artists or brands against each other, while Hailey has publicly denied that there is ongoing personal drama between them.

Justin Bieber and Fan Reactions

As expected, Justin Bieber’s name quickly entered the conversation after fans noticed screenshots and memes implying that he was amused by the situation, with some posts joking that he was “having the fattest laugh” at the drama between his wife’s brand and his ex’s beauty line.

Supporters of Hailey defended her, saying any alleged repost was misguided and fueled needless conflict. Meanwhile, some Gomez fans argue that critics unfairly frame her actions in a negative light whenever her brand interacts with trending celebrity content.

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