The internet has a weird obsession with a "feud" that, honestly, feels like it’s been stuck on repeat for nearly a decade. If you spend even five minutes on TikTok, you’ve seen the edits. The side-by-side comparisons of their outfits. The lip-reading "experts" dissecting a three-second clip from a gala. But when we look at the actual reality of Hailey Bieber and Selena Gomez, the narrative usually pushed by fan accounts rarely matches the facts.
It’s exhausting.
The story people want is a bitter rivalry over a man. The story we actually have is two successful business moguls—both now married to different people—trying to navigate a digital landscape that refuses to let them move on from 2018.
The History of Hailey Bieber and Selena Gomez Nobody Talks About
Most people start the clock at the 2018 marriage of Justin and Hailey. That’s a mistake. To understand the dynamic, you have to go back to 2011. Believe it or not, Hailey was once a self-proclaimed "Jelena" fan. She literally tweeted that Selena and Justin were the "definition of a teenage dream."
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She wasn't some lurking villain; she was a fan.
Then things got messy. Justin and Selena’s eight-year, on-again, off-again saga is the stuff of pop culture legend. When Justin and Hailey finally wed in a New York City courthouse in September 2018, it happened just months after his final split from Selena. That timeline is the "big bang" of this entire online conflict.
The 2022 "Plot Twist" That Broke the Internet
For years, the silence between the two was treated as proof of a cold war. Then came October 2022. At the Academy Museum Gala, photographer Tyrell Hampton posted a photo that actually caused Instagram to glitch for some users. It was Hailey and Selena. Together. Hugging.
They weren't just "not fighting"; they were actively posing.
Hailey later sat down for that famous Call Her Daddy interview and dropped some truth bombs. She confirmed she had spoken to Selena since the wedding. She made it clear: "There’s no drama, personally." It felt like a turning point. We all thought the "feud" was buried.
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The 2025 Sephora War: Business Over Boys
Fast forward to late 2025, and the conversation shifted from Justin to business. This is where things get interesting for anyone tracking the industry. Hailey’s brand, Rhode, was acquired by e.l.f. Cosmetics in a billion-dollar deal and finally landed on Sephora shelves—right next to Selena’s Rare Beauty.
The proximity reignited everything.
In an October 2025 interview with WSJ Magazine, Hailey mentioned she doesn’t feel competitive with brands she isn't "inspired by." The internet, predictably, lost its mind. Selena responded on her Instagram Story, telling fans to "just leave the girl alone" and noting that "it's about relevance, not intelligence."
People took that as shade. But was it? Or was it just two women tired of being asked about each other every time they try to sell a lip peptide?
What’s happening right now?
- The Unfollowing: In June 2025, eagle-eyed fans noticed they both unfollowed each other on Instagram.
- The New Year’s Post: On January 1, 2026, Hailey posted a throwback of her and Justin with the caption "10 New Years together and counting."
- The Logic: If you do the math, 10 years ago was 2016—a time when Justin was still very much publicly linked to Selena.
This "history rewriting," as fans call it, is why the fire never quite goes out. Hailey views her history with Justin as a long, non-linear journey. Fans view it as a series of overlaps. Both can be true in a way, but only one makes for a viral tweet.
Why the Comparison Still Matters in 2026
We have to acknowledge the elephant in the room: gender.
Rarely do we see two male entrepreneurs pitted against each other because they dated the same person a decade ago. Selena is now married to producer Benny Blanco. Hailey is a mother to her son, Jack, born in August 2024. They have moved on. The world hasn't.
Selena’s Rare Beauty is a makeup powerhouse focused on mental health. Hailey’s Rhode is a skincare-first minimalist dream. They serve different customers. They have different vibes.
How to Navigate the Noise
If you’re tired of the back-and-forth, here is the expert take on how to actually view the Hailey Bieber and Selena Gomez dynamic without falling for the clickbait:
- Ignore "Source" Reports: Unless it comes from their verified accounts or a direct, named interview, take "insider" quotes with a massive grain of salt.
- Separate the Art from the Person: You can love Rare Beauty’s Liquid Blush and still think Rhode’s Peptide Lip Treatment is the GOAT. It’s not a betrayal of "teams."
- Check the Dates: Half the "drama" videos on TikTok use clips from 2023 or 2019 and frame them as if they happened yesterday.
The reality is that these two women are likely more bonded by their shared experience of being bullied by the same fanbases than they are divided by a man they both loved. It’s a complex, probably awkward, but ultimately professional relationship.
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The next time a "cryptic" post goes viral, look at the business calendar. Is there a product launch coming up? Usually, the answer is yes.
Practical Next Steps:
Check the "Following" lists on their official Instagram profiles for any recent changes, as social media activity remains the only direct indicator of their current standing. For a deeper look at the business side, compare the 2025 revenue reports of Rhode and Rare Beauty to see how the brands are performing independently of the social media noise.