When this was most current in February 2023 the beauty industry was buzzing with the ongoing drama between Selena Gomez and Hailey Bieber, two prominent figures who have both been romantically linked to Justin Bieber. This saga, which played out largely on social media platforms like TikTok and Instagram, offers a fascinating glimpse into the intersection of celebrity culture, beauty brands, and fan loyalty.
The Justin Bieber Connection
At the start of it all lies Justin Bieber, who dated Selena Gomez on and off for about eight years, from 2010 to 20182. Their relationship called “Jelena” by fans, was a rollercoaster of breakups and reconciliations that captivated the public’s attention. Interestingly, during this period, then-teenage Hailey Baldwin (now Bieber) was a self-proclaimed “Jelena” fan, often tweeting her support for the couple.
The plot thickened when Justin and Hailey got married in 2018, just months after his final breakup with Selena. This quick transition sparked intense speculation and fan theories about the timeline of events and potential overlaps.
The Brand Angle
Both Selena and Hailey have leveraged their celebrity status to launch successful beauty brands: Rare Beauty by Selena Gomez: Known for its inclusive approach and mental health advocacy. Rhode Skin by Hailey Bieber: Focuses on minimalist skincare and clean beauty. These brands have become central to the ongoing drama, with fans often pitting them against each other in a reflection of the perceived rivalry between their founders.
The TikTok Side
The drama reached new heights in early 2023 when fans on TikTok started bringing up Hailey’s past behavior, accusing her of subtly shading Selena over the years. This led to a significant shift in social media followings, with Selena gaining millions of followers while Hailey lost hundreds of thousands.
Attempts at Reconciliation- Both Selena and Hailey have made efforts to quell the drama:
Selena has repeatedly asked her fans to stop harassing Hailey after she reached out to Selena about receiving death threats, leading Selena to make a public statement calling for kindness.
From my standpoint, I had always been team Selena because I have always felt she’s been more real with her audience, and of course, I watched Wizards of Waverly Place growing up.
I thought it was interesting to watch all of this play out on TikTok and it fascinated me how much it all impacted their sales. That is a true tell of how loyal customers really can act when they feel passionate about something. To this day most of the drama has cooled down and I have not heard too much about it. I also now own products from both brands and all of it is very high quality and recomendable.
Ella Marinace 
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