Selena Gomez and Demi Lovato Rare Beauty Campaign Was Strictly Business

Behind Rare Beauty Campaign

Selena Gomez and Demi Lovato did not reunite as best friends for their viral Rare Beauty campaign, as pagesix.com reported that the collaboration was strictly business.

The former Disney Channel stars generated widespread internet attention on October 28, 2026, by recreating their 2009 “Princess Protection Program” poster and reviving their classic webcam vlogs for Gomez’s cosmetics brand.bollywoodshaadis.com noted that the campaign sparked intense nostalgia among fans, pulling in more than 500 million views across multiple platforms.

Despite the playful on-screen dynamic, an exclusive source told pagesix.com that the two performers remain distant. Demi and Selena are not best friends, the source stated. They’ve patched things up enough to be in a better place. They will never be as close as they once were.

From Barney to Disney

The pair first met as seven-year-olds on the set of “Barney & Friends” before solidifying their bond during their respective years with the Disney Channel. Their relationship eventually cooled off over the course of a decade, leading Lovato to state in 2020 that they were no longer friends while maintaining that she still held love for her former peer, according to bollywoodshaadis.com.

That underlying distance became evident during their 2025 weddings, as neither artist attended the other’s ceremony. Lovato married musician Jordan “Jutes” Lutes on May 25 in Santa Barbara, California, while Gomez married music producer Benny Blanco in the same city four months later on September 27, according to reports.

Reconnecting on Tour

Recent months have brought small steps toward reconciliation between the two singers. Gomez attended the opening night of Lovato’s tour in Orlando in April 2026, where the pair posed for photographs backstage, bollywoodshaadis.com noted.

Tyra Booker, Rare Beauty’s assistant vice president of integrated marketing, shared on LinkedIn that the campaign concept originated with her during her first week at the company. Booker explained that she wanted to tap into the childhood nostalgia of watching the duo on YouTube, according to pagesix.com.