A fan account posted a set of images on Wednesday, 28 October that it attributed to the brand Rare Beauty, drew two arrows across them, and suggested that the company was 'teasing a collaboration with Demi Lovato and Selena Gomez.' One arrow runs from an old photograph of the pair to a small frame propped on the wall of a pink bedroom set.
The frame on the bedroom wall is a few pink pixels wide. Fans have decided it is a photograph of Demi Lovato and Selena Gomez taken when the two were teenagers filming each other on a webcam, and that Rare Beauty, which is run by Gomez, put it there on purpose.
Rare Beauty seems to be teasing a collaboration with Demi Lovato and Selena Gomez. pic.twitter.com/vS8RsHg7Qt
— Demi Lovato News (@justcatchmedemi) October 27, 2026
Nobody has confirmed any of it. Rare Beauty has announced no campaign involving Lovato, neither woman has said anything about the ad campaign, and the account making the claim describes itself as fan-run and unaffiliated.
The Era the Clue Points To
Fans think they have spotted is a picture from a very specific window. On 29 January 2008, the first of their joint vlogs went up on Lovato's YouTube channel, filmed on a laptop camera in a bedroom not unlike the one in the images. 'And this is my best friend,' Lovato said, turning the camera on Gomez, 'in the entire world.'
The identification of the brand's alleged collaboration with Lovato and Gomez is an interpretation, not a finding. The rumours circulating was made by a reader working from a compressed screenshot, not by anyone with access to the shoot, and the account that made it chose the words 'seems to be' to showcase that they were speculating.
Despite this, fans of both artists felt excitement over the alleged collaboration happening between the two. 'IM SO EXCITED,' one reply read. Another was more wary of being hurt: 'DO NOT PLAY WITH MY HEART OMG.'
DO NOT PLAY WITH MY HEART OMG
— 🌙 I elisa💘 💫 | Fan Account | ♡ (@Mockingjayfaith) October 27, 2026
Why a Blurry Frame Was Enough
The reaction only makes sense once you know what people are hoping for, and that part is not speculation. Lovato and Gomez met as children on Barney & Friends, were close through their Disney years, and then were not.
Lovato unfollowed Gomez on Twitter in 2014. In April 2020, she said flatly that the two were not friends. For most of a decade, they did not appear together in public. So for many fans, the photograph from 2008 is not neutral set dressing to the people looking at it. The ideas it served up predates all of the drama, which is why a few pixels were enough to start a rumour.
The Reunion That Actually Happened
There is a reason the theory landed on fertile ground. The two did reunite, six months ago, in public. On 13 April Gomez attended the opening night of Lovato's It's Not That Deep Tour in Orlando. She watched from a private suite, wore Lovato's merchandise, brought flowers, and posted about it herself, writing that she had been 'in tears' and that it was 'hands down one of the best shows.'
Lovato answered the response positively. 'Thank you so much for coming!! Loved seeing you,' she wrote in her Instagram story comments, and later put up a photograph of the two of them together. They follow each other again, suggesting a mending of past friendships.
A month before that, Lovato had already set out where things stood. 'What was beautiful is, Selena and I had a friendship prior to Disney Channel because we were actually on Barney together,' she said on a podcast on 3 March, adding that she would 'always be grateful for the friendship that I have and continue to have with her.'
What the Brand Is Actually Doing
Another part that contributes to the theory is that Rare Beauty is Gomez's own company. For many people, a collaboration here would not be two businesses signing a deal. It would be Gomez bringing Lovato into hers, which is a far larger gesture than a product launch and not the sort of thing that usually arrives via a prop on a wall.
Rare Beauty by Selena Gomez seems to be teasing a collaboration with YouTube. pic.twitter.com/crzWVsFxVZ
— Pop Dolls (@ThePopDolls) October 27, 2026
What the brand has announced lately is a second run of its collaboration with the luggage label BÉIS, and Rare Beginnings, a second fragrance launched in July with a campaign built on Greek mythology and starring Gomez herself. Neither involves Lovato.
