Unless you live under a rock or are on the other side of the TikTok algorithm, you know that Selena Gomez and Hailey Bieber’s ongoing feud has recently flared up, with various people taking sides. If you want more context, head to TikTok for some deeper explainers. We’re here to talk about the effect this conflict is having on the women’s beauty brands.
A source found that Google Trends data shows that searches for Rare Beauty, Gomez’s brand, have shot up 575 percent worldwide amidst the feud, reaching an all-time high. Not only that, Rare Beauty has gained over 645,000 new Instagram followers and 500,000 fresh TikTok followers.
On the contrary, Kylie Cosmetics (Kylie Jenner is one of Bieber’s besties, who has also been vocal on TikTok on the matter) has seen a drop in Instagram followers and searches. Gomez recently eclipsed Jenner as the most-followed female on Instagram, and she’s gained 10 million more followers since the feud, while Jenner seemingly lost one million.
Jordyn Woods, former best friend of Jenner, posted a now-deleted Snapchat story showing her using a Rare Beauty lip liner in the shade “Kind Words,” noting how much she loves it. Another former Jenner friend, Pia Mia, seemingly supported Gomez posting a video of her applying multiple Rare Beauty products as the singer’s song “Calm Down” played in the background.
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