In the ever-buzzing world of celebrity beauty brands, two of the industry’s most recognizable names—Selena Gomez and Hailey Bieber—have once again found themselves at the center of public scrutiny. But this time, rather than fueling rivalry, both women appear to be calling for a truce, urging fans and the media to move beyond the drama that has long shadowed their parallel ventures in the beauty industry.
On October 17, 2025, Selena Gomez, the 33-year-old multi-hyphenate and founder of Rare Beauty, posted a message to her Instagram Story that quickly ignited headlines across entertainment outlets. The post, interpreted by many as a direct response to recent remarks made by Hailey Bieber about their respective beauty lines, was swiftly deleted. Yet, its message lingered—and its screenshots spread like wildfire.
“Just leave the girl alone. She can say whatever she wants. Doesn’t affect my life whatsoever. It’s just about relevance, not intelligence. Be kind. All brands inspire me. There is room for everyone. And hopefully we can all stop,” Gomez wrote, according to Billboard and multiple other sources. Her words, calm but pointed, seemed to address not just Hailey Bieber but the broader culture of pitting women—and especially women business owners—against one another.
This latest episode in the ongoing saga began days earlier, when Hailey Bieber, 28, gave an interview to WSJ Magazine for its Innovators Issue. Discussing the expansion of her Rhode Beauty line, now available at Sephora alongside Gomez’s Rare Beauty, Bieber expressed her frustration with constant comparisons. “It’s always annoying being pitted against other people,” she said. “I didn’t ask for that. When people want to see you a certain way and they’ve made up a story about you in their minds, it’s not up to you to change that.”
But it was one particular line that really set social media ablaze: “I think there is space for everybody. I don’t feel competitive with people that I’m not inspired by.” Fans and pop culture commentators quickly speculated that Bieber’s comment was a subtle jab at Gomez, whose Rare Beauty shares Sephora shelf space with Rhode. Yet, as TMZ and other outlets clarified, Bieber’s statement was meant to address the broader beauty industry, not Gomez specifically.
Despite the quick escalation, sources close to Hailey Bieber confirmed to TMZ that her remarks were not directed at Selena. Bieber herself has long expressed a desire to avoid competition and drama, stating, “I think there is space for everybody.” Both women, it seems, are eager to shut down the narrative of rivalry that has followed them for years.
The roots of this public fascination with Gomez and Bieber’s relationship run deep. Their connection traces back to their shared history with pop star Justin Bieber. Gomez and Justin Bieber began dating in their teens, confirming their relationship in 2011. Hailey Baldwin (now Bieber) was, at the time, a vocal supporter of the couple, even tweeting that she was “100% team #Jelena.”
After years of on-and-off romance, Gomez and Justin Bieber finally parted ways. Rumors of Justin’s relationship with Hailey began to swirl, eventually confirmed by a New Year’s Eve photo of the pair together in 2015. Justin and Hailey married in 2018, cementing the tabloid triangle that has fueled fan speculation ever since.
But if you ask either woman, the feud is more fiction than fact. Both have repeatedly tried to end the narrative of animosity. In March 2023, for example, Gomez publicly defended Hailey Bieber after learning she was receiving online hate. “Hailey Bieber reached out to me and let me know that she has been receiving death threats and such hateful negativity,” Gomez wrote on Instagram. “This isn’t what I stand for. No one should have to experience hate or bullying. I’ve always advocated for kindness and really want this all to stop.”
In a show of unity, the two even posed together for a photo at the Academy Museum Gala in 2022, signaling to the world that they were not, in fact, adversaries. Still, the internet’s appetite for drama has proved hard to satiate. Every interview, Instagram post, and product launch is dissected for hints of rivalry.
Yet, the messages from both women this week indicate a shared exhaustion with this cycle. Gomez’s Instagram Story—though deleted—remains visible on her Facebook Story, where fans continue to debate its meaning. She makes it clear: “All brands inspire me. There is room for everyone. And hopefully we can all stop.”
Hailey Bieber, for her part, has echoed similar sentiments. In her WSJ Magazine interview, she lamented, “It’s always annoying being pitted against other people,” and stressed that she does not feel competitive with those who do not inspire her. The underlying message? There’s enough space in the beauty industry for everyone to thrive.
What’s particularly striking is the maturity and restraint both women have shown. Rather than stoking the fires of rivalry, they have chosen to address the narrative head-on, advocating for kindness and mutual respect. Gomez’s call to “be kind” is a refrain she’s repeated over the years, and Bieber’s insistence that she’s not interested in competition underscores a desire to move beyond pettiness.
Their words come at a time when the beauty industry is more crowded—and more scrutinized—than ever. With Rare Beauty and Rhode Beauty both available at Sephora, comparisons are perhaps inevitable. Yet, as both founders have made clear, inspiration, not competition, should be the driving force.
As the dust settles on this latest round of headlines, one thing is certain: Gomez and Bieber are united in their wish to end the drama. Whether their fans and the wider media will let the story rest remains to be seen. But for now, both women have drawn a line in the sand—one that says there’s room for everyone, and it’s time to move on.
In a world quick to pit women against each other, Gomez and Bieber’s public appeals for kindness and unity offer a refreshing reminder that success doesn’t have to come at someone else’s expense.
