Selena Gomez Did Not Officially Launch Rare Beauty in Israel. So Why Is Everyone Calling for a Boycott?

A rumour about Selena Gomez's beauty brand Rare Beauty launching in Israel has gone viral, triggering boycott calls and fierce debate online.

The story gained momentum rapidly across X and other platforms, with thousands of users reacting to what they believed was an official brand decision made during a deeply sensitive geopolitical moment.

The controversy, however, rests on a significant misreading of what’s actually happening, and the facts tell a very different story from the one circulating online.

How Did the Controversy Around Selena Gomez and Israel Begin?

A screenshot circulating on X claimed that Rare Beauty would be available in Israeli stores through Shufersal's Be Pharm pharmacy chain beginning in August, as per India Times.

The post spread rapidly, with many users interpreting it as an official brand expansion into Israel, triggering immediate backlash amid the ongoing Israel-Hamas war and the wider Israeli-Palestinian conflict.

Is Rare Beauty Launching in Israel?

No. Rare Beauty has not officially launched in Israel and has not announced any direct partnership with an Israeli retailer.

According to Israeli news outlet Ynet, it is Be Pharm, an Israeli pharmacy chain, that has independently decided to stock Rare Beauty products through parallel imports, a legal process where retailers source genuine products without any official distribution agreement with the brand.

What Are Parallel Imports?

Parallel imports allow retailers to purchase and sell authentic products without the brand's direct involvement or approval.

Ynet reportedly stated that Be Pharm purchased inventory worth millions of shekels in anticipation of consumer demand, as per India Times.

Neither Selena Gomez nor Rare Beauty has publicly announced an expansion into Israel or commented on Be Pharm's rollout.

Were Rare Beauty Products Already Available in Israel?

According to Ynet, Rare Beauty products have already been available in Israel through independent retailers and websites via parallel imports.

The Be Pharm development simply marks the first time the brand will be stocked through a major national pharmacy chain, again without any official Rare Beauty involvement.

What Has the Backlash Looked Like Online?

Social media reaction has been sharp. Several users called for a Rare Beauty boycott and linked the development to broader consumer activism around the conflict.

Some users also referenced Gomez's past actions, including a 2023 incident involving a Starbucks cup, which had previously drawn criticism.

Has Selena Gomez Responded to the Controversy?

Neither Selena Gomez nor Rare Beauty has issued any public statement addressing the backlash or the Be Pharm reports. The absence of any official communication has done little to slow the spread of the original rumour.

(With inputs from yMedia)