Ranked: These are the biggest ever brands deals there have been with Love Islanders
Six figures here and seven figures there, it’s all in a day’s work
After they’ve been in the villa, the cast of Love Island become inundated with brand deals – and some of the biggest come with eye-watering price tags. It’s been known before that brands have literally had bidding wars with one another in a desperate attempt to bag an Islander as an ambassador or to be the face of a collection. The Islanders these days probably apply for the show for these opportunities more than the idea of finding love, which the show is meant to be all about.
Remember when Molly-Mae Hague turned down £2million to collaborate with a brand and said no because she simply didn’t like the clothes? It’s literally just a day at the office for these lot. Here is a rundown of all the mega-money, biggest brand deals there have ever been with the Love Island cast.
Molly Smith – I Saw It First
Molly may have only been a Casa Amor bombshell in the flop series that was winter Love Island, but she’s done very well for herself. After being in the villa she signed a six-figure deal with I Saw It First, seeing the company launch its “Along Came Molly” collection.
Millie Court – Eylure
The most recent in the biggest brand deals secured by Love Island contestants comes from Millie Court. She’s just announced her own set of lashes with eyelash brand Eylure, in what is reported to be a six-figure deal. “This really is a dream come true for me,” Millie said of the deal. “I’ve been wearing Eylure lashes for as long as I can remember and wore them religiously in the villa and now I have my very own lash!! Never would I have thought that back in the day when I was buying the Girls Aloud collection with Eylure that my name and face was going to be on them one day. I can’t wait to see all the looks you create with them.”
Liberty Poole – Skinny Tan
Liberty has signed four huge brand deals already, and she only left the 2021 villa a few months ago. She’s already a millionaire, and one of her biggest deals is with tanning brand, Skinny Tan. She said: “It’s amazing to be partnering with the Skinny Tan team. I love Skinny Tan’s amazing natural looking tan and its inclusive message of body positivity and self worth. The fact that the products are also all vegan friendly, cruelty free and filled with skin caring natural ingredients is incredible. I look forward to sharing more about this exciting partnership over the coming months.”
Lucie Donlan – O’Neill
She made no secret of being a surfer girl from Cornwall so it was only natural that Lucie signed a deal with O’Neill. She grew up working at an O’Neill surf academy, and now she’s a global ambassador for the brand.
Lucie Donlan – Peng Hair
Lucie became a little bit known for her beachy waves in the 2019 villa. So it should have come to no surprise that her biggest deal was with a hair brand. She became the face of a new unknown brand, Peng Hair, for £200k. When she announced the deal, Lucie posted saying: “I’m absolutely buzzing to be working with the NEW brand @PengHair. I have been using the ‘Beach Goddess Sea Salt Spray’ for a while now and it’s PERFECT for my beach waves!?? It even works well with my hair extensions which is every girls dream! ?? Exciting things coming…WATCH this space!”
Olivia Bowen – Miss Pap
In 2017, season two’s Olivia Bowen launched a swimwear and clothing collection with fashion brand Miss Pap, which paid her £200k. Olivia has also done a number of collections with In The Style, and has just launched a home collection with the brand – for an unknown amount.
Maura Higgins – Bellamianta
After her success on the 2019 series of the show, Maura went on to bag a hell of a lot of brand deals. One was a £250k deal with tan brand Bellamianta, with whom she continues to work.
Ovie Soko – ASOS
After becoming a strong favourite in the 2019 series, it wasn’t long before brands were desperate to work with Ovie. He signed a contract with ASOS, which included putting some of his artist father’s pieces onto clothing. He had a full range and become a face of the brand. The deal was reported to be worth six-figures, but considering it included his own designs as well as modelling and promoting the range, it’s likely at the higher end of that.
Dani Dyer – In The Style
2018 winner Dani Dyer had a huge deal with In The Style to design and model her own range, and it resulted in being one of the best selling ranges of all time for the online brand. Off the back of this range’s success, she’s recently signed another deal with the brand to create a collection for nursing mothers – following the birth of her son, Santiago,
Olivia Attwood – I Saw It First
Olivia Attwood has now had two collections with fashion brand I Saw It First, with the first reportedly bringing in £500k for her. After lockdown she announced the second collection, saying: “Beer garden vibes, brunch with the girls or date night with bae – my collection with @isawitfirst has got you covered 💅🏼.”
Amber Davies – Motel Rocks
Love Island winner, Amber Davies, secured herself a £500k deal to be the face of Motel Rocks back in 2017 after winning the show with Kem Cetinay. Apparently there was a huge bidding war between brands to snatch up Amber, with Motel Rocks coming out on top.
Maura Higgins – Boohoo
It was back-to-back success for Maura after the villa, when she signed two £500k deals in quick succession. One was with Boohoo as a brand ambassador and saw her become the face of the Christmas edit that year.
Maura Higgins – Ann Summers
As well as the Boohoo deal, Maura signed for £500k in a partnership with Ann Summers on a swimwear deal. Maura has continued to work with Ann Summers, on a number of lingerie shoots and different collections.
Speaking about the initial deal, Maura said: “I want all women to feel sexy and beautiful what ever the occasion, so it has been a dream come true for me to design this seasons swimwear in collaboration with Ann Summers for SS20.From beautifully embellished monokinis to form fitting bikinis I believe there is something for everyone. I have always loved Fiercely Sexy Lingerie so I have also taken inspo from this Ann Summers classic to create Fiercely Sexy Swimwear and I love it! I am so proud of this collection and I want every woman who wears it to feel just as amazing as I do in it whether it’s by the pool, on the beach!”
Molly-Mae Hague – PrettyLittleThing
Ok, so overall we know Molly-Mae Hague is the queen of the influencer and brand deal world. But in terms of her deals directly after Love Island, her biggest one was with PrettyLittleThing, which paid £500k. This began her huge career with the company and saw her launching her own range and become a brand ambassador.
She’s now Creative Director for the brand, which is said to be a job paying her £2million. “This is the biggest move in my career so far and I can’t explain my gratitude to my favourite brand in the world for trusting me with this role,” she said of the role, on Instagram.
Liberty Poole – In The Style
Liberty has become one of the fastest Love Island millionaires, with her biggest deal so far being £1million with In The Style. She’s the fashion brand’s newest brand ambassador, and it’s been reported the money she will earn could double to £2million with commissions and royalties on top.
An insider told MailOnline: “In The Style are hot on their women empowerment message and love everything Liberty stands for including self love and independence. This partnership looks perfect for both parties.”
Amber Gill – MissPap
Amber went a bit quiet after winning the 2019 series, but little did we know it was because she was about to pull out what was, at the time, the biggest deal in Love Island history. She became a brand ambassador for MissPap and the deal was worth a huge one million pounds.
Kem Cetinay – Primark
Kem Cetinay, who won Love Island 2017, has just entered a partnership with Primark to launch his own grooming range. The huge deal is said to be worth seven-figures and he says it’s his biggest achievement since being on the show four years ago. This is the biggest of all brand deals with a male cast member from Love Island there has ever been.
His men’s beauty collection will be called Kem’s Cuts, and in an interview with the MailOnline he said: “A lot of my projects in the past have been collaborations but this is the first time I’ve gone into business with a company. I have been working with Primark for three years now and Kem Cuts is something I have been trying to build up since I left Love Island. Sometimes I take a step back and I think who am I, what am I talented at? Barbering is something I have always been good at.”
Millie Court – ASOS
The latest Love Island winner, Millie Court, has signed what is believed to be the biggest of all brand deals with a Love Island cast member in history. She’s set to become the global face of ASOS, the company she worked for before the entered the villa. The deal is said to be worth multi-millions.
A source told the Sun: “Millie has taken her time to have the pick of the deals offered to her after winning the show. She’s delighted to have signed with ASOS and can’t wait to get going. She’ll become the global face of the brand and is going to make a fortune from doing so. It’s win win for everyone.”
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