Selena Gomez has been accused of shading Hailey Bieber following the sale of her beauty brand Rhode.
News hit the web earlier this week that Hailey’s company was being acquired by E.l.f. Cosmetics in a massive, $1 billion deal.
The mom-of-one, 28, will still serve as founder of the brand as well as Chief Creative Officer and Head of Innovation.
Just one day after the announcement, Selena’s cosmetics company Rare Beauty posted two snaps of Selena and simply captioned them with, ‘Still here.’
One of the images showed the Bad Liar songstress blowing a kiss towards the camera, while another featured her starring into the lens with a sultry look on her face.
Hailey’s supporters quickly flooded the replies of the post with angry messages.
‘It seems like Hailey is always on her mind. Pathetic,’ one outraged user wrote.
Selena Gomez has been accused of shading Hailey Bieber following the sale of her beauty brand Rhode
News hit the web earlier this week that Hailey’s company was being acquired by E.l.f. Cosmetics in a massive, $1 billion deal
Just one day after the announcement, Selena’s cosmetics company Rare Beauty posted two snaps of Selena and simply captioned them with, ‘Still here’
‘The way she’s actually shady as hell,’ added another.
‘She actually pisses me off. Like MOVE ON UR A GROWN A** WOMAN,’ scathed someone else.
‘At this point you might as well tag her,’ a fourth tweet read.
‘Omfg this girl won’t miss an opportunity to shade… she needs attention so bad,’ a fifth said.
A different user penned, ‘It doesn’t seem like the behavior of someone who claims to be a girl’s girl.’
‘She is so mean. This is so unnecessary,’ someone else wrote.
DailyMail.com has reached out to Rare Beauty for comment.
Hailey launched her much-anticipated brand in June 2022, releasing only three products at the time – Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment.
One of the images showed the Bad Liar songstress blowing a kiss towards the camera, while another featured her starring into the lens with a sultry look on her face
Many fans became convinced that Selena, 32, was subtly poking fun at Hailey’s sale with the post, and they were not amused.
Since then, the brand has grown exponentially, expanding into different tinted lip products, blush, and even viral phone cases that double as lip gloss carriers.
‘E.l.f. Beauty found a like-minded disruptor in Rhode,’ said E.l.f. Chairman and CEO Tarang Amin Wednesday, per Business Wire.
‘Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible,’ his statement continued.
‘We are excited by Rhode’s ability to break beauty barriers, fully aligning with E.l.f. Beauty’s vision to create a different kind of company. Rhode is a beautiful brand that we believe is ready for rocketship growth.’
Following the news, Hailey took to Instagram to break her silence on the monumental deal.
‘When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing Rhode to more spaces, places, and faces globally,’ she wrote in the caption, which was accompanied by two pictures of her.
‘So today I am so incredibly excited and proud to announce that we are partnering with E.l.f. Beauty as we step into this next chapter in the world of Rhode.
‘I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand.
Selena and Hailey have long been pitted against each other due to their shared romantic link with Hailey’s husband Justin Bieber
The mom-of-one, 28, will still serve as founder of Rhode as well as Chief Creative Officer and Head of Innovation
‘I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of Rhode as well as strategic advisor to E.l.f. Beauty.’
Selena and Hailey have long been pitted against each other due to their shared romantic link with Hailey’s husband Justin Bieber.
However, both beauty founders have made attempts to quash the narrative with statements on social media and in the press.
Last week, Selena seemingly showed her support for Hailey when she liked a post by Sephora announcing a collaboration with Rhode.
Rhode products will begin being sold at Sephora this fall, joining Selena’s Rare Beauty items on the retailer’s shelves.
In April Hailey was called a ‘creepy stalker’ for using similar language in her 2025 Daily Front Row acceptance speech to what Gomez used in a 2021 interview with Special Madame Figaro Arabia.
As Hailey picked up the Beauty Innovator of the Year Award, she said, ‘When I started Rhode, I didn’t want to start a brand for the sake of starting a brand. I really wanted to create an entire world.’
A few years earlier, Selena had stated: ‘I didn’t want to launch a makeup line for the [sake of launching] a brand. What interests me is cultivating beauty from the inside.’
