Whitney Rose Drops a Bombshell on Her Failed Business

As The Real Housewives of Salt Lake City‘s Whitney Rose assessed the aftermath of her business failure, she called out her husband, Justin Ros,e for giving her some bad advice.

The topic arose during Season 6, Episode 12, when Whitney revealed to Justin that she was “hurt” to discover “a large transfer” from their bank account to one of their vendors.

“It just sucks because my intuition going into this knew not to do it, and I didn’t listen,” she told him during an emotional heart-to-heart. “Because I would have never f–king done this.”

In a confessional, Whitney shed new light on what went wrong with their company.

RELATED: Whitney Rose Reveals Shocking New Details on Business Failure & “Devastating” 6-Figure Loss

“We took Wild Rose Beauty, and we merged it into a new entity,” she explained. “Unfortunately, I’ve made a really bad decision, and right now I’m fighting to get out of ownership of this company. 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.”

As she reminded Justin, her “vision” was to sell Wild Rose Beauty at big box retailers, but just as she was beginning to make progress on that front, he talked her into going with a direct-to-consumer, multilevel marketing (MLM) business model, instead.

“You all flashed numbers in front of me. I just feel like I had no other choice,” Whitney elaborated as she dabbed away tears. “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.”

How Whitney Rose’s business failure “affected” her and Justin Rose’s marriage

Whitney explained she ultimately went with Justin’s plan because she wanted them to work together again. Plus, she thought that if her husband of 16 years believed so strongly that they could turn Wild Rose Beauty into a “billion-dollar company,” then they couldn’t possibly “fail.”

Though Whitney previously claimed they were “wildly successful” at first, shortly afterward, “business started plummeting,” and she ultimately had to fire 30 employees. She estimated their “devastating” financial loss to be in the six-figure range.

“As much as I’m trying not to resent you … it’s hard to separate you from that,” she admitted to Justin during RHOSLC‘s Dec. 2 episode.

When a producer asked her if the business’s downturn had changed her marriage, Whitney confirmed that it had. 

RELATED: Whitney Rose Shares Candid Update on Her & Justin’s Marriage After RHOSLC Season 6

“In the beginning, when it was all crumbling, it did bring Justin and I closer,” she answered, before continuing, “It’s really made me struggle, because separation from the business and the marriage, it all became one. And now … I don’t know what I need. And so, yeah, it has affected my marriage because I just am kind of just there.”

Justin, for his part, apologized and remarked that he “obviously” could “feel the resentment” from Whitney.

“I made a mistake,” he told her. “I definitely get what you’re saying about the belief in your business before this, and you thinking that this is the only way I thought that it could be successful. And that’s not the case. I always thought and knew that your company is going to be successful. I just thought that this was a way that we could work together.”

Whitney concluded their conversation by declaring, “That was my everything. Aside from you and the kids and our family, this is my everything. Now it’s gone.” 

Where Whitney Rose’s Wild Rose Beauty brand stands today

Since filming that scene with Justin, Whitney finally got some good news about Wild Rose Beauty.

In September 2025, she announced on Instagram and in a press release that she had “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.”

“This relaunch is deeply personal to me,” Whitney said in a statement. “It’s about reconnecting with what I originally set out to create: a beauty brand that empowers, uplifts, and celebrates authenticity.”

In the meantime, don’t miss how Whitney and Justin celebrated a recent marriage milestone.