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Why, out of thousands of beauty brands, does a move by Rhode right after Rare Beauty’s win set off thousands of social media fire alarms? The answer is simple: the internet has a story it’s never finished telling. The Selena and Hailey dynamic—fueled by years of fan wars, old relationship triangles, and tabloid speculation—is internet lore at this point. When one makes a move, fans of the other take notice. It’s a cycle that’s become entirely self-sustaining. But it’s not just about celebrities. The internet has turned us all into mini-detectives and armchair analysts. In 2023 and beyond, timing and optics matter almost as much as the products themselves. Was Rhode’s marketing campaign a coincidence? Maybe. But when it lands so close to Selena’s Ulta splash, every choice gets viewed through a suspicious lens. It doesn’t help that, lately, beauty brands are fiercely vying for the same audiences. With TikTok trends, Instagram drops, and Gen Z-driven aesthetics, there’s never been more incentive to capitalize on every micro-moment. #selenagomez #bennyblanco #justinbieber #haileybiebers