Selena Gomez posts then deletes Instagram story amid Hailey Bieber remarks

In what social-media watchers are calling a subtle yet pointed stir in the ongoing Selena Gomez-Hailey Bieber saga, Gomez posted an Instagram story shortly after Bieber gave an interview discussing how she is repeatedly “pitted against other people” in the beauty world. Gomez then deleted the story minutes later, reigniting speculation about tension between the two pop-culture figures.

The cascade began when Bieber’s cover interview with The Wall Street Journal’s WSJ. Magazine dropped on 14 October 2025. In it the 28-year-old model-entrepreneur addressed the constant comparisons drawn between her brand Rhode and Gomez’s Rare Beauty. She remarked, “It’s always annoying being pitted against other people. I didn’t ask for that.” She also added, “I don’t feel competitive with people that I’m not inspired by.”

Some interpreted Bieber’s phrasing, especially the “not inspired by” line, as an indirect dig at Gomez and Rare Beauty, since both lines of products now sit side-by-side at the same major retailer. Despite Bieber’s representatives denying any intentional shade, the timing sparked fan theories and media commentary about renewed rivalry.

Enter Gomez’s mystery Instagram story. According to screenshots shared online, Gomez posted a story shortly after Bieber’s interview surfaced, though the exact content is unclear, and then quickly deleted it. Reddit users speculate the deleted post was a snap reaction to Bieber’s comments, possibly signalling that Gomez did feel targeted despite public attempts to move on.

That alleged double-move has brought fresh attention to the more than a decade-long narrative tying both women to Justin Bieber, and to each other. Despite previous public attempts at friendship and mutual respect (including a joint photo in 2022), the cycles of unfollows, brand comparisons and media-driven rivalry show no signs of winding down.

Whether Gomez’s deleted story was a warning shot or simply an impulsive reaction, one thing is clear: the feud-narrative endures. From beauty-brand launches to social-media antics, each new move is parsed for meaning, keeping both women firmly in the spotlight, whether they like it or not.