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Selena Gomez just dropped a new Positive Light Luminizing Lip Gloss under Rare Beauty and it’s already causing some serious drama online.
The product itself is a glossy, hydrating lip shimmer that promises a juicy pop of color with a non-sticky finish (and fans are obsessed with the formula). But while the gloss is gaining attention for its shine, the promo is getting even more attention—for all the wrong reasons.
In one particular TikTok, the lip gloss is promoted with a close-up bikini waistband shot. The shot is so quick, you might miss it:
But yeah, it’s giving the same sultry styling Hailey Bieber used in her viral (and controversial) 2023 Rhode Lip Treatment ad and 2024 Peptide Lip Tint ad. Now, fans are calling Selena out for allegedly copying Hailey’s exact vibe.
Quick flashback: Hailey faced tons of backlash in 2023 and 2024 for “sexualizing” skincare when her Rhode models posed in tiny bikinis with the lip products casually tucked in their waistbands. Critics slammed it as a thirst trap disguised as a product promo. Even the recent promo for her ‘Lemontini’ Lip Peptide Treatment is receiving similar criticism.
Now, with Rare Beauty doing something eerily similar, people are accusing Selena of not only copying the aesthetic, but also benefiting from a double standard.
“Rhode did it first,” one TikTok user posted, sparking a flood of comments like, “I know Hailey is tired being a marketing creative for Rhode and Rare Beauty as well” and “Rhode, the trendsetter.”
Others pointed out that when Hailey did it, the internet was in full meltdown mode—but Selena’s being praised or ignored entirely.
This isn’t the first time fans have clocked suspiciously similar moves between Rare Beauty and Rhode. From nearly identical packaging styles to overlapping launch themes, both brands have been caught in copycat allegations for months.
Sometimes Selena’s accused of copying Hailey. Other times, it’s the other way around. Either way, the fanbase rivalry just keeps fueling the fire.
Let’s not forget Selena was accused of preventing Rhode from hitting Sephora stores not long ago. Then Hailey was called out for apparently ‘liking’ a shady TikTok about Selena. OH! And they just recently unfollowed each other on IG, too. Safe to say the Hailey vs. Selena fiasco has been thriving for months (if not years!).
Right now, X is flooded with side-by-side photos, stan debates, and memes about the so-called “bikini gloss wars.” Whether it’s intentional or not, the comparisons are hard to ignore, so no surprise fans are eating this right up!
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