Following the 2018 Money in the Bank event, Lynch began a winning streak, defeating different competitors such as Billie Kay, Sonya Deville, Peyton Royce, Mandy Rose, and SmackDown Women's Champion Carmella in a non-title match. The wins earned Lynch a title match at SummerSlam, with Charlotte Flair being added to the match as well after she also defeated Carmella in a non-title match. Flair went on to win the title by pinning Lynch, who was about to submit Carmella. After the match, Lynch attacked Flair, turning heel for the first time on the main roster. Two days later on "SmackDown", Lynch berated the crowd, claiming that they were not really supporting her the whole time, and that she was being denied opportunities which were always handed to Flair. Despite this, audiences increasingly supported Lynch, leading WWE to tweak the storyline and portray both Lynch and Flair as both having valid points, but neither being outright heels. The feud between the two led to a title match at Hell in a Cell, in which Lynch won the SmackDown Women's Championship for a second time. Lynch subsequently retained her title against Flair at both Super Show-Down and Evolution.