diff --git a/rust/defs.bzl b/rust/defs.bzl
index 7ad37d0751b80..60371837120f8 100644
--- a/rust/defs.bzl
+++ b/rust/defs.bzl
@@ -29,27 +29,29 @@ def rust_proto_library(name, deps, **args):
                 .format(name),
         )
     name = name.removesuffix("_rust_proto")
+    rust_cpp_target_name = "_%s_cpp_rust_proto" % name
+    rust_upb_target_name = "_%s_upb_rust_proto" % name
     alias_args = {}
     if "visibility" in args:
         alias_args["visibility"] = args.pop("visibility")
     native.alias(
         name = name + "_rust_proto",
         actual = select({
-            "//rust:use_upb_kernel": name + "_upb_rust_proto",
-            "//conditions:default": name + "_cpp_rust_proto",
+            "//rust:use_upb_kernel": rust_upb_target_name,
+            "//conditions:default": rust_cpp_target_name,
         }),
         **alias_args
     )
 
     rust_upb_proto_library(
-        name = name + "_upb_rust_proto",
+        name = rust_upb_target_name,
         deps = deps,
         visibility = ["//rust/test:__subpackages__"],
         **args
     )
 
     rust_cc_proto_library(
-        name = name + "_cpp_rust_proto",
+        name = rust_cpp_target_name,
         deps = deps,
         visibility = ["//rust/test:__subpackages__"],
         **args
diff --git a/rust/rules.bzl b/rust/rules.bzl
index 941e9957e0d2b..0afdb6b3ac35b 100644
--- a/rust/rules.bzl
+++ b/rust/rules.bzl
@@ -24,6 +24,10 @@ ProtoCrateNamesInfo = provider(
 
 def _user_visible_label(ctx):
     label = str(ctx.label)
+
+    # Remove exactly one leading underscore for the crate name, since we add that when
+    # rust_proto_library delegates to either rust_cc_proto_library or rust_upb_proto_library.
+    label = label.removeprefix("_")
     label = label.removesuffix("_cpp_rust_proto")
     label = label.removesuffix("_upb_rust_proto")
     return label + "_rust_proto"