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The Real Housewives of Salt Lake City‘s Whitney Rose and her husband Justin Rose are shedding new light on a recent business failure that left them with “nothing.”
Whitney previously shared the unfortunate career setback with her castmates on RHOSLC‘s Season 6 premiere, and she continued to unpack her emotions on the matter as their RV camping trip wrapped on Episode 2.
A flashback to three days before the unexpected cast getaway showed Whitney tearfully admitting to Justin, “I’m not doing very well with coping with it, the feeling of defeat. It’s been really hard.”
Offering his first public comments on the matter, Justin replied, “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.”
RELATED: Whitney Rose Comes Clean About Her and Justin’s “Failed” Business: “Now We Have Nothing”
Back around the breakfast campfire, Whitney opened up to the ladies about her previous desire to be a “stay-at-home mom,” before their joint business venture “flat-out tanked.”
“This whole crisis and failure with the business has really made me feel like I just wanna be home with my kids,” the mom of two (and stepmom of three) said. “And then, my business fails, and I can’t be, now. I have to still figure out how to make money.”
As Whitney concluded, “It’s just funny how life will just keep you movin’.”
Whitney Rose explains what happened to her “failed” business
In a confessional, Whitney, who also co-founded the jewelry line, PRISM, revealed more about what went wrong with her and Justin’s business.
“Over the last couple of months, Justin and I decided we wanted to start a venture together, so we merged Wild Rose Beauty into another entity. And we were wildly successful, to start,” she explained to a producer, referencing her direct-to-consumer skincare brand. “Then, business started plummeting, and we’re just trying everything we can to make it through whatever we’re calling this phase of failure.”
RELATED: Andy and Angie Share Their Honest Thoughts on Whitney Rose’s Failed Business
Whitney previously stated that she ultimately “had to fire 30 employees” amid her professional downturn.
“And it’s so emotionally hard for me because I didn’t just fail myself,” Whitney added 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 shares an exciting Wild Rose Beauty update
As of September 2025, Whitney seems to have rebounded though, according to an exciting career update she shared on Instagram.
“Wild Rose Beauty is back!” she began the Sept. 17 post’s caption. “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.”
Whitney’s IG carousel also included screenshots from a press release that dropped the same day, announcing that she “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.”
Among the commenters on Whitney’s post was her RHOSLC castmate, Bronwyn Newport, who wrote, “You have been so vulnerable and real sharing all this! It’s such an inspiration for others trying to find their path and facing struggles! So happy to see it all coming together!”
As she navigates a new chapter in her professional life, don’t miss how other Bravolebs supported Whitney amid her business failure.
