Rare Beauty products are set to become available in Israel through selected Be Pharm stores and the retailer's mobile app from this month, with the planned rollout prompting criticism from some social media users.

The products will enter the Israeli market through Be Pharm's parallel import system rather than an official distribution agreement with Selena Gomez's beauty brand. Under this model, retailers independently source authentic products for resale without being part of the brand's authorised distribution network.

Be Pharm announced the expansion during its Iconic Summer event in Eilat, saying it had secured millions of shekels' worth of Rare Beauty inventory in anticipation of customer demand.

The announcement quickly generated discussion online, with some social media users criticising Rare Beauty products becoming available through an Israeli retailer amid the ongoing violence in the region.

One user wrote, "She's just lost a whole load of supporters, me, for one," while another commented, "Another brand to boycott." A third posted, "Free Palestine."

Neither Selena Gomez nor Rare Beauty has publicly commented on the retailer's plans or the online reaction.