KYLIE Jenner and Hailey Bieber's makeup brands have been outperformed by their rival Selena Gomez.
Rare Beauty has officially been named the most popular celebrity beauty brand, beating Kylie Cosmetics and Rhode.
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Beauty and wellness marketplace Fresha conducted a study, ranking celebrity beauty brands from most to least popular.
The rankings were completed based on search volume for each brand, Instagram following, TikTok posts, and the number of views per TikTok hashtag.
Rare Beauty came in at No. 1 with an overall beauty score of 94.58 out of 100.
The brand was launched in September 2020 and has racked in more than 6.1 million followers on Instagram, sees an average of six billion views annually on its hashtag, and has the second-highest monthly search volume, according to Fresha's findings.
Kylie Cosmetics came in at No. 2 on the list, getting an 88.42 out of 100.
The brand launched in November 2015, nearly five years prior to Rare Beauty.
Rhode came in at No. 9, garnering a score of 64.04 out of 100.
It came in behind Lady Gaga's Haus Labs, Maria Sharapova's Supergoop, Jeffree Star Cosmetics by Jeffree Star, Ariana Grande's r.e.m beauty, Fenty Beauty by Rihanna, and several other brands.
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SQUASHING THEIR BEEF
Kylie, 26, previously addressed fan speculation that she and Selena are at odds.
The drama kicked off early this year on TikTok when Selena, 31, posted a video attempting to give herself a Bella Hadid-inspired makeover.
She suffered a major eyebrow mishap, joking: "My name...my name is Bella Hadid," adding in the caption: "I wish I was as pretty as Bella Hadid."
Selena followed up by saying: "Instead, this is me. I accidentally laminated my brows too much."
Shortly after, Kylie posted her own Instagram Story post featuring the words: "This was an accident????" over her eyebrows.
After that, she posted another story that showed her on a video call with Hailey, as the gal pals put their faces so close to the cameras that their eyebrows took up the whole screen.
Fans were quick to point out the potential link between Kylie and Selena's brow-focused stories.
Under a TikTok accusing the pair of bullying, one critic wrote: "They are the mean girls ewwww."
Kylie quickly responded to the drama.
In the same comment section, she wrote: "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."
Selena herself then jumped in, responding to Kylie's note saying: "Agreed @kyliejenner. It's all unnecessary. I'm a fan of Kylie!"
Despite the pair clearing the air, many critics continued sharing their negative opinions.
On Reddit, one person responded to another asking if anyone viewed the incident as "bullying," stating: "I'm sorry but if Hailey is involved... it was most likely towards Selena. I don't buy their BS."
Another wrote: "I know enough about mean girls to know this type of stuff isn't a coincidence.
"Mean girls do petty, silly stuff like posting eyebrows to make fun of their target that just had an eyebrow mishap.
"It's always enough to where the target knows it's about them but just petty and small enough that the mean girls can deny it and act like the target is crazy for thinking that."
THE FEUD
Selena and Hailey's dislike for one another dates back several years.
In 2018, the model married Selena's on-again, off-again ex-boyfriend Justin Bieber.
Selena's fans took it upon themselves to brand Hailey a "homewrecker," noting the short distance between the two women's relationships with the Canadian-born pop singer.
Hailey later clarified: "Let's put it this way: When he and I ever started, like, hooking up or anything of that sort he was not ever in a relationship. Ever. At any point."
She went on: "It's not my character to mess with someone's relationship.
"I would just never do that. I was raised better than that. I'm not interested in doing that and I never was."
Kylie and Hailey have been friends for quite some time.
Meanwhile, photos surfaced of Selena partying with the Hulu star's ex, Tyga, in 2022.
The photos suggested that the pair left a club together.
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