[M X]

Pauline, Steven, Toya, and Helen aka The Bullies clearly have this idea that if they continue to ademently deny any wrong doing towards Jale (mainly Pauline and Steven) then the public will believe them and think that Jale is just trying to play the victim. Even though we have seen them bullying Jale and know that she really is being ostracized and picked on in a complete mob mentality way.

And even more by tacticly trying to make Jale look like the bad one, they are doing it even more, and thus making themselves look worse.

It's gone from a simple clash of personalities (or more like brainwashing from Pauline because Jale was a threat to her intial popularity), to real uncomfortable viewing and behaviour. Of course it is bullying to make these remarks about somebody based on their physical appearance - 'Non Woman', 'Slug', etc...
and for Toya to threaten violence against Jale just because she made a simple throwaway joke.
Even with the situation with Helen's lip balm. It wasn't a big deal at all and you could just see that Helen knew that it was a prime opportunity to make Jale feel small and humiliate her in front of everyone.

If the public have any sense, they will see through the bullies attempt at rehabilitating their image and will support Jale all the way.