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Selena Gomez may just be second celebrity this week after Keke Palmer to show how viral drama can be used for profit. The singer got attention from fans who noticed that while promoting her new Rare Beauty eyebrow gel, she seemed to reference the big laminated eyebrow scandal that launched TikTok’s months-long obsession of her ex-boyfriend Justin Bieber’s wife Hailey Bieber’s history with Gomez.
Gomez wrote in a new Instagram promoting Rare Beauty’s launch, “You know how much I love a laminated brow and I’m excited to finally share that my new @rarebeauty Brow Harmony Flexible Lifting Gel is here. It’s my staple for that natural, fluffy, lifted brow–it holds all day without being stiff, sticky, or crunchy. You can shop it now only at RareBeauty.com.”
Gomez has been promoting the gel by showing how it gives her brows a laminated look:
Over 16,000 people commented on Gomez’s latest brow gel Instagram, with a good number applauding the business move and its tie to the TikTok drama. “Oh she did it!” one user wrote. “She DID IT 😂 And we are here for the subtle clapback on foolishness and spin it into BUSINESS MOVE!! Yes ma’am! Buying!” Another commented, “I love the shade of it all! 😂”
For context, back in February, Gomez posted on TikTok that she overlaminated her eyebrows. Kylie Jenner and Hailey Bieber then posted Instagram Stories with their laminated eyebrows on show. A user called out the timing on TikTok, suggesting that they posted those photos as a subtle jab at Gomez.
Jenner commented on the post, saying, “This is reaching. No shade towards Selena ever and I didn’t see her eyebrow posts! U guys are making something out of nothing. This is silly.”
Gomez commented too, writing, “Agreed @kyliejenner. It’s all unnecessary. I’m a fan of Kylie!” From there, users started deep-diving Gomez and Bieber’s history. (Bieber did not comment on the eyebrow posts.)
Whether Gomez really meant to allude to the drama or not, the brow gel is available to shop below—and does give brows a natural-looking lift without any stickiness, as Gomez claimed and ELLE can confirm.
Senior News and Strategy Editor
Alyssa Bailey is the senior news and strategy editor at ELLE.com, where she oversees coverage of celebrities and royals (particularly Meghan Markle and Kate Middleton). She previously held positions at InStyle and Cosmopolitan. When she’s not working, she loves running around Central Park, making people take #ootd pics of her, and exploring New York City.