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As if Whitney Rose’s business “failure” wasn’t already difficult enough to digest, the career setback was even more jarring, given the venture’s meteoric rise.
During a confessional on The Real Housewives of Salt Lake City Season 6, Episode 2, Whitney explained how she and husband Justin Rose had decided just a “couple of months” earlier that they wanted to “start a venture together.” So, they merged her skincare brand, Wild Rose Beauty, “into another entity.”
“And we were wildly successful, to start,” Whitney elaborated. “Then, business started plummeting, and we’re just trying everything we can to make it through whatever we’re calling this phase of failure.”
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Because she and Justin went “all in,” they ultimately lost “millions” and were left with “nothing,” as she shared on the RHOSLC Season 6 premiere.
Whitney Rose opens up about the emotional toll of her business loss
Three days prior to the RV camping trip during which she broke the news to her castmates, Whitney sat down with Justin and, through tears, broke down her honest feelings on the matter.
“I’m not doing very well with coping with it, the feeling of defeat,” she admitted her husband on RHOSLC‘s Sept. 23 episode. “It’s been really hard.”
Justin’s response? “Maybe this was just a marker to, like, tell you that we needed to balance it out more, because we did go all in. And maybe that’s not where we’re supposed to be focused on right now.”
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What’s more, Whitney ultimately “had to fire 30 employees,” too.
“It’s so emotionally hard for me because I didn’t just fail myself,” she previously said on Episode 1. “I failed all my employees, I failed my customers, I failed my family. Like, I just feel, like, the weight of everyone that this has affected.”
Whitney Rose relaunches her Wild Rose Beauty businessÂ
In the months that have elapsed since then, the RHOSLC ‘Wife seems to have turned her professional life around, however. In September 2025, Whitney announced both on Instagram and in press release that she’s relaunching Wild Rose Beauty.
“Wild Rose Beauty is back!” she captioned her Sept. 17 post, in part. “As hard as it is to admit failure on such a public level it was liberating to speak my truth. The truth that I couldn’t see at that point in time is that I didn’t fail, I was actually just being protected by the universe and redirected back to my life path.”
According to the release that she included screenshots of on IG, Whitney, who also co-founded the jewelry line, PRISM, has “officially reclaimed full ownership” of Wild Rose Beauty, which is “no longer affiliated with any former partners or outside ownership groups, ushering in a new era of independence, authenticity, and innovation.”
“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.”
RHOSLC castmates Bronwyn Newport and Britani Bateman were among several supportive Bravolebrities to congratulate Whitney in the post’s comments section. “You have been so vulnerable and real sharing all this!” Bronwyn wrote. “It’s such an inspiration for others trying to find their path and facing struggles! So happy to see it all coming together!”
Don’t miss how other Bravolebs supported Whitney amid her business failure.
