Selena Gomez's beauty brand Rare Beauty has sparked intense online debate after its official Instagram account reacted to a post appearing to mock Justin Bieber.
The viral interaction has reignited long-standing tensions between Bieber, Gomez, and their respective fanbases.
In the viral clip, a user can be seen holding up a Rare Beauty gloss in front of Justin Bieber as he leaves a basketball game, captioned, "Making Justin Bieber mad with my Rare Beauty gloss."
What drew attention was Rare Beauty's verified account responding with heart-eyed emojis, a move that many fans interpreted as playful but others viewed as disrespectful.
Screenshots of the comment quickly spread across social media, prompting Bieber's supporters to criticise both Gomez and her brand.
Both Gomez and Bieber have moved on -- Gomez recently married producer Benny Blanco, while Bieber remains married to model Hailey Bieber.
However, speculation continues that the lingering tension between the pair fuels new controversies.