Selena Gomez might be the second famous person to demonstrate how viral drama can be leveraged for business this week following Keke Palmer.
Fans of the singer noticed that she appeared to make reference to the major laminated eyebrow scandal that sparked TikTok's months-long fascination with her ex-boyfriend Justin Bieber's wife Hailey Bieber's relationship with her while marketing her new Rare Beauty eyebrow gel.
Of course -- it could be reaching -- something fans of stars with known feuds with other celebrities tend to do with every little post.
But they could also be right.
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 showcasing the gel's benefits by demonstrating how it gives her brows a laminated appearance: More than 16,000 people left comments on Gomez's most recent brow gel Instagram post, many of whom praised the commercial decision and its connection to the TikTok issue.
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One user commented, "Oh she did it!" "She DID IT, and we're here to subtly rebuke stupidity and turn it into a business move! Yes, please! Buying!" I love the hue of it all! said another.
For reference, Gomez revealed on TikTok in February that she had overlaminated her brows. Then, Kylie Jenner and Hailey Bieber uploaded Instagram Stories that displayed their laminated brows.
On TikTok, a user pointed out the timing and said that the photographs were released as a subliminal dig 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.
Whether Gomez meant to refer to the controversy or not, the brow gel is available to purchase below and, as Gomez said and ELLE can attest, does give brows a natural-looking lift without any stickiness.
But then she could be totally busy now to restart any feud!
She just announced new music dropping on August 25.
Y'all have been asking for new music for a while," she wrote on Instagram, sharing the track's glamorous cover art. "Since I'm not quite done with SG3, I wanted to put out a fun little song I wrote a while back that's perfect for the end of summer."
"SINGLE SOON," she added. "August 25th. Presave it now. "
READ MORE: Selena Gomez Net Worth 2023: Is Rare Beauty Founder Nearing Having $1B Mark Fortune?
