Whitney Rose has been extremely open about the successes and failures with her beauty line Wild Rose Beauty on The Real Housewives of Salt Lake City — but where does the business stand today?
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In case you need a refresher, Whitney first launched Wild Rose Beauty as a skincare line named Iris + Beau, before she rebranded it to Wild Rose Beauty in 2021. Later, Whitney and her husband Justin Rose merged the company with a new entity, because it had suffered “devastating” financial losses, as she revealed on RHOSLC Season 6.
But, in September, Whitney reclaimed ownership of Wild Rose Beauty without it being affiliated with any partners or ownership groups.”I’m beyond excited to bring Wild Rose Beauty back home,” Whitney said in a statement. “This relaunch is deeply personal to me, it’s about reconnecting with what I originally set out to create: a beauty brand that empowers, uplifts, and celebrates authenticity. Wild Rose Beauty has always been about more than skincare, it’s about creating routines that help people feel beautiful inside and out.”
With the relaunch, Whitney revealed that she will introduce “updated product lines and an even stronger commitment to clean ingredients,” according to the announcement.
Whitney further shared some major updates on Wild Rose Beauty during a visit to Bravo HQ in the fall. “We’re back selling,” she said. “It’s been amazing to see that people are stepping up and still supporting me. Right now, I have my skincare line back and I’m working on some new stuff right now; just getting back into the rhythm of getting sales going and getting my customers aware that we’re back.”
Whitney Rose reveals why her Wild Rose Beauty business previously failed
Whitney first opened up about her business’ pitfalls during the premiere of RHOSLC Season 6. The snowflake holders took a surprise camping trip to Provo, Utah, where Whitney came clean about her business struggles. “I have a business that failed. That’s it,” she said, noting that her and Justin had gone “all in” on the business. “And now we have nothing.”
Whitney continued, clarifying to RHOSLC friend Britani Bateman that there are no “pending lawsuits” or “legal turmoil” with the business. “I had to fire 30 employees,” she explained. “Do you think that was fun? No. I failed at something I was really excited about that started as a massive success, Britani.”
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Whitney further detailed what happened with Wild Rose Beauty during RHOSLC Season 6, Episode 12. “We took Wild Rose Beauty and we merged it with a new entity,” she explained in a confessional during the episode.
“Unfortunately, I’ve made a really bad decision, and right now, I’m fighting to get ownership of this company,” she continued. “I’m fighting to get my name off of it, to remove me as an owner, and to get back my biggest asset, which is my Wild Rose Beauty name, brand, and inventory.”
Although Whitney had wanted to launch Wild Rose Beauty in big-box retailers, she admitted that Justin had convinced her to go with a direct-to-consumer business model instead. “You all flashed numbers in front of me,” Whitney tearfully told Justin. “I just feel like I had no other choice. But I did it because I trust you. And I’m really mad at myself. This was the first time that you believed that Wild Rose Beauty could go to the next level…if I did it your way.”
Whitney Rose admits she lost six figures when Wild Rose Beauty failed
Whitney appeared on Watch What Happens Live with Andy Cohen on Oct. 14, where host Andy Cohen asked Whitney how much money she lost. “A lot,” she replied, confirming that the losses were north of half a million dollars.
She spoke with Us Weekly in October, where she continued to open up about the losses. “Luckily, I was able to see the writing on the wall quick enough and pump the breaks and stop the bleeding,” she explained. “What was the true loss was that we had massive success, and I thought I finally did it. I finally hit the jackpot of why I’ve built this brand and built this business. For it to not be that and to lose six figures is devastating.”
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Why did Whitney Rose start Wild Rose Beauty?
Whitney opened up about why she started Wild Rose Beauty during RHOSLC Season 2, Episode 1. “I started Iris + Beau over four years ago, because, believe it or not, I have very bad skin,” she said during the episode. “I started going to the health food store and [found] ingredients that were working for me, and I’d combine them all together and make my own skin oils. I love this idea of having something I created.”
Details on the Wild Rose Beauty product line
Whitney sells a number of products on Wild Rose Beauty’s website. The line includes a daily cleaner, toner, moisturizer, and serums. There are also several Whitney-themed t-shirts and hats available to purchase.
Learn more about the milestone that Whitney and Justin recently celebrated in their marriage.
