Hailey Bieber is definitely taking the high road in this scenario. After all, with her Rhode Beauty brand now sharing shelf space alongside Selena Gomez’s Rare Beauty in Sephora stores, she recently opened up about why she has no interest in steering buyers one way or the other. "It's always irritating to be pitted against others," Hailey confessed to WSJ. Magazine in an interview published on October 14. "I didn't ask for that kind of comparison. When people form a fixed image of you in their minds and have spun their own narrative, it's not your responsibility to alter their perceptions."
Instead, the 28-year-old—who is married to Justin Bieber, Selena’s ex-boyfriend—has her sights set on ensuring Rhode flourishes in the beauty market. "I believe there's room for everyone," she stressed, noting that her fiercest competition is with herself. "I don't feel competitive toward people who don't inspire me." The model—and mother to 13-month-old Jack Blues Bieber, her son with 31-year-old Justin—revealed that the "Baby" singer is one of her biggest cheerleleaders. "I test my products on my husband, I test them on my friends. I'm completely obsessed with product development," she explained.
Despite persistent rumors of a feud between Hailey and Selena—sparked by Selena’s on-and-off relationship with Justin from 2010 to 2018—both have subtly but surely made it clear that there’s no animosity between them. In May, Selena—who recently married Benny Blanco last month—showed her support for Hailey by liking an Instagram post announcing Rhode’s expansion into Sephora. After the move, the Only Murders in the Building star shared a quote from author Abbie Wiggins on her Instagram Stories: "You matter. Your voice matters. Your heart matters. You are worth so much more than you know." Alongside the repost, she added, "You know who you are, and I’m rooting for you."
For Hailey, launching Rhode wasn’t just another business venture—it was about staying true to herself. "I’m incredibly passionate about skincare," she told Elle U.K. in 2023. "I’m deeply committed to my routine and maintaining my skin’s health, and I’ve always been open with people about that. I never want to keep secrets; I always want to be someone who shares what they’re using, what they love, what works, and what doesn’t." "My hope," she continued, "was always that if you removed me from the brand—or if someone simply didn’t know it was my brand—they would fall in love with the products purely on their own merits."
