Selena Gomez’s beauty brand, Rare Beauty, has landed in controversy after reacting to a viral post that appeared to mock Justin Bieber, sparking a wave of backlash and reigniting old tensions between the ex-couple’s fandoms. The brand’s simple emoji comment on Instagram set off a storm of accusations and emotional debates, with fans questioning whether Gomez and Bieber’s long history truly ever ended—or if it continues to fuel modern-day celebrity drama.
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Rare Beauty’s Comment Ignites Online Firestorm
Rare Beauty, founded by Selena Gomez, suddenly became the center of a social media frenzy after fans spotted its verified Instagram account engaging with a viral post that appeared to subtly mock Justin Bieber. The video, posted by a fan, showed a Rare Beauty gloss being held up in front of Bieber as he exited a basketball game, with the caption, “Making Justin Bieber mad with my Rare Beauty gloss.”
The brand’s response—heart-eyed emojis—was enough to trigger chaos across platforms, with screenshots quickly circulating and fans interpreting it as a deliberate jab at Bieber.
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Fans Accuse Selena of “Still Being Obsessed”
Once the comment surfaced online, Justin Bieber’s fanbase swiftly retaliated. The singer’s supporters flooded social media with claims that Selena and her brand were intentionally stirring old drama for attention. “She’s obsessed; it’s not even funny,” one user wrote on X. Another added, “Didn’t Selena Gomez just get married? Why is she still doing this messy stuff?” The backlash intensified as some accused Gomez of using her ex’s name to revive publicity, while others defended her, calling the reaction exaggerated and unfair.
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Viral Video That Started It All
The now-infamous clip that sparked the controversy was shared by a user attending Bieber’s basketball game. As Bieber walked past, the fan cheekily held up a Rare Beauty lip gloss, recording the moment with the playful caption that soon went viral. Rare Beauty’s seemingly lighthearted emoji response turned the video into a talking point, with thousands debating whether it was harmless fun or intentional shade.
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Old Flames, New Tensions
Despite both having moved on—Selena recently marrying producer Benny Blanco and Bieber happily settled with wife Hailey—their intertwined past continues to haunt them. Every subtle post, comment, or public appearance seems to rekindle speculation about hidden rivalries and emotional baggage. The Rare Beauty incident once again proved how easily a minor social media interaction can revive a full-scale pop culture feud.
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Justin Allegedly Fuelling Drama
Reports suggest that Justin Bieber may not be entirely detached from the ongoing saga. According to Daily Mail sources, Justin reportedly enjoys seeing Hailey defend him publicly and interprets the drama as a sign of her loyalty. The insider added that Bieber “loves that” Hailey makes cryptic remarks about Selena, viewing it as proof of her devotion. His silent support, some claim, keeps the cycle of rivalry alive—fueling more tension among fans.
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Selena and Benny “Tired” of Ongoing Feud
On Selena’s side, sources suggest that she and her husband, Benny Blanco, are “sick” of the drama constantly following them. Despite their attempts to move forward with their marriage and professional lives, recurring controversies surrounding Bieber seem to drag them back into the public spotlight. Insiders claim the couple wishes to distance themselves from the narrative, yet social media continues to keep the old wounds open.
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The Never-Ending Pop Culture Triangle
From music collaborations to subtle social media digs, the complex triangle between Selena, Justin, and Hailey remains one of Hollywood’s most enduring storylines. While fans claim to be tired of the feud, their continued obsession keeps every minor update trending. The Rare Beauty incident only underscores how the ghosts of celebrity pasts can still dominate the digital spotlight, years after the romance has ended.