Is 'Rare Beauty' Threatened By 'Rhode'? Selena Gomez and Hailey Bieber Unfollow Each Other On IG

A subtle social media move has reignited speculation surrounding the future of Selena Gomez's beloved beauty brand, Rare Beauty.

Selena and Hailey Bieber have recently unfollowed each other on Instagram, prompting renewed questions about the state of their relationship — and whether the tension signals a deeper rivalry, particularly as Hailey's skincare label, Rhode, continues to gain traction in the beauty space.

While it may seem like a minor gesture, fans and industry watchers alike are reading between the lines, wondering if this digital distancing reflects a shift in personal ties or growing professional competition. With both brands vying for attention in a crowded market, every move counts.

The Social Media Shift Sparks Rumours

On 18 June 2025, fans noticed that Selena Gomez and Hailey Bieber had unfollowed each other on Instagram. While such actions are often dismissed as minor Instagram glitches, the timing has raised eyebrows amid ongoing tensions. Gomez, 32, and Bieber, 27, had previously appeared to put their differences aside, sharing supportive posts and even following each other in 2023.

However, the recent unfollow hints at a possible cooling of their public camaraderie. Fans remain divided: some see it as overdue, while others believe it signals a deeper rift.

On TikTok, one fan was noted as saying 'It was about time. They are not friends and they don't need to be linked at all.' Others say 'It was absurd that they were following each other in the first place.'

Some fans are saying 'I'd love to know who made the first move' and, while unconfirmed, still others are saying that 'Selena unfollowed and removed Hailey from her following.'

Background of the Gomez-Bieber-Hailey Triangle

Gomez's past relationship with Justin Bieber ended in 2018, shortly before Bieber married Hailey. Rumours of tension between Gomez and Hailey have circulated for years, but both have publicly denied any feud. In 2022, they posed for a photo together, and Gomez once urged her followers to stop sending hate to Hailey.

Despite this, fans have kept the speculation alive, especially after Hailey's Rhode brand was acquired by E.l.f. Cosmetics in a deal valued at approximately £740 million (around $1 billion). The move was celebrated by Hailey, who expressed her excitement about stepping into a larger role within the company.

Is There a Connection Between the Unfollow and Business?

Some industry watchers suggest the social media activity might be linked to recent business developments. Rhode's rapid growth, with a valuation of $1.44 billion (about £1.1 billion), has made it a major player in the beauty scene. The brand's success, driven by innovative products and strategic retail partnerships, has positioned Hailey as a rising star in the beauty world.

Gomez's Rare Beauty, on the other hand, has also achieved significant financial milestones. The brand surpassed $400 million in net sales in the 12 months leading up to February 2024 and was valued at around $2 billion (approximately £1.55 billion). Its impressive growth has helped Gomez solidify her status as a billionaire, with her brand's revenue increasing by roughly 50% from 2022 to 2023.

The timing of the unfollow coincides with Rhode's recent expansion and the attention surrounding its billion-dollar valuation. Some fans speculate that the social media moves might be a subtle signal of rivalry or discontent. Others believe it's simply a personal choice with no deeper meaning.