Justin and Hailey Bieber are currently expecting their first child together.

While the couple have long insisted there’s no bad blood between them and Selena Gomez,

some fans are convinced Hailey’s latest product launch is a direct way to compete (or perhaps even shade) Selena.

Hailey has been generating buzz on social media with hints about a new addition to her Rhode Skin line for weeks. Over the last few days, the model showcased herself distributing samples of her new blush products to influencers and featuring them in her “Get Ready With Me” videos.

Despite the growing anticipation, there has been no official release date announced for her new products.

Hailey Allegedly Wants To Compete With Selena’s Beauty Brand

While the blush may not even be on the market, Hailey is already being accused of copying Selena’s Rare Beauty cream blush, which has gone viral on socials and become a staple amongst beauty influencers.

A comment on one of Hailey’s promotional posts pointed out that Selena did it first. “Selena makes blushes –> Hailey had to,” they follower wrote. Hailey hasn’t responded to the criticism.

Selena launched her makeup brand, Rare Beauty, in September 2020. The brand quickly gained acclaim for its high-quality products. Known for promoting self-acceptance and natural beauty, Rare Beauty has become a favorite among makeup enthusiasts. As of recent estimates, the company is valued at around $2 billion.

Conversely, Hailey founded her skincare line, Rhode, in 2022, entering the beauty market with a focus on achieving a healthy and glowing complexion. Rhode and Rare Beauty have long been pitted as competition, especially now that they’re coming out with the same types of products.

Of course, Selena and Gomez have allegedly been feuding for years, which stems from their connection to Justin Selena and Justin had an on-and-off relationship for years before he married Hailey in 2018. Though the two women have insisted there’s no bad blood, fans continue to speculate that there’s tension, with criticism against Hailey’s new blushes furthering this.

Hailey Was Accused Of Copying Another One Of Justin’s Exes

This wasn’t the only time recently Hailey was accused by fans of copying one of Justin’s ex-girlfriends, as rumors of relationship troubles continue to circulate about the two despite her pregnancy.

Since announcing her pregnancy in May, Hailey has been proudly flaunting her baby bump with a variety of revealing outfits. But observant fans have noticed a curious pattern in Hailey’s recent social media posts, where she often dons super casual clothing like T-shirts, hoodies, and sweatpants.

Reddit users have drawn comparisons between Hailey’s maternity style and that of Rihanna, who is a mother to two sons with her boyfriend, A$AP Rocky. Adding to the intrigue is Justin Bieber’s past with Rihanna; at 15, he famously asked her out on a date and has openly admired her over the years, leading some to question if Hailey’s clothing choices are an intentional slight at RiRi.

Hailey hasn’t responded to any of the speculation or criticism.