Coleen Rooney may not have been named Queen of the Jungle, but the WAG’s stint on I’m A Celebrity… Get Me Out Of Here! left us all obsessed with discovering the secrets behind her age-defying, glowing skin.
And now, mum-of-four Coleen, 38, has reportedly signed a lucrative deal to bring out her own range of products in the new year with health supplement company Applied Nutrition, for which she’s already an ambassador.
But the reports may have set off alarm bells for fellow reality star Sam Faiers, as sources tell Closer the former TOWIE favourite could be worried about Coleen stepping on her toes in the ruthless world of beauty influencing.
An insider reveals, ‘When she was in the jungle, everyone commented on how great Coleen’s skin looked – even at the end! She puts this all down to using her collagen and capsules. People are now desperate to use whatever Coleen is using and she is set to make a fortune from it.
‘She’ll also be giving Sam Faiers a run for her money, as Sam has enjoyed a lot of success with her own brand of collagen and has a lot of celebrity fans. Sam has been so used to leading the way in the celebrity collagen and health market, as although other celebrities are sometimes the face of brands, she even has her own company. This is what set her apart, so seeing Coleen have her own range too is likely to be sending Sam into a bit of a panic.’
Coleen may have faced spiders, cockroaches and a diet of rice and beans in the jungle, but the Scouser – who shares sons Kai, 15, Klay, 11, Kit, eight, and Cass, six, with husband Wayne – somehow made it to the final looking as fresh as she went in.
Both when covered in cockroaches and snakes and while speaking to Ant and Dec after narrowly losing out on the title to McFly star Danny Jones, Coleen had viewers at home desperate to know her skincare secrets.
‘Very jealous of Coleen Rooney to be in a jungle for three weeks and still have an amazing skin complexion. Are witchetty grubs laced with Nivea lotion or something?’ one viewer joked on social media.
Coleen credits collagen powder for her enviable hair and skin, with one report claiming she even snuck some Applied Nutrition capsules into camp with her. And as Coleen returned back home, a number of articles appeared online naming the supplements as the ‘skincare saviour’ behind her ‘flawless’ complexion.
Coleen became an ambassador for the brand in June, and before she headed into the jungle, shared a photo to Instagram as she enjoyed a glass of the company’s marine collagen powder mixed into water.
But Coleen – who has recently contended with Wayne’s sacking from Plymouth Argyle and his viral social media scandal, which he swiftly quashed – is by no means the first celeb to tap into the collagen market. Sam, 33, is a co-founder of the award-winning brand Revive Collagen, which also uses marine collagen and lists Amanda Holden among its ambassadors.
Sam’s own supplement brand is loved by the WAGs, but insiders say that the reality star – who shares children Paul, eight, Rosie, seven, and Edward, two, with boyfriend Paul Knightley – may be worried Coleen could be coming for her collagen crown.
The source continues, ‘Sam is very confident in her own brand but she saw on I’m A Celeb! how many people were commenting on Coleen’s skin and she will definitely be capitalising on that. Sam doesn’t quite have the same natural look as Coleen, and Coleen could quickly overtake her.
‘Sam has a lot of the WAGs using her collagen, but Coleen has a lot more power and sway in that area and soon all of Coleen’s famous friends will be using it.’
Since leaving the jungle, Coleen has been bombarded with offers. As Closer recently reported, the star is at the centre of a bidding war between various TV channels and streamers to appear in her own reality show about life at home with husband of 16 years Wayne and their four sons.
She’s also said to be in talks with ITV about joining the Loose Women panel, and is excited about re-centring herself as a public figure after years of focusing on her kids. With all eyes on Coleen – and her skin – after the show, it makes sense that she’d cash in on her renewed national treasure status with her own collagen range.
But while Coleen’s success might be concerning for Sam, insiders say that the Essex native thinks there’s room for both of them.
The source adds, ‘Sam likes Coleen and they have mutual friends. She would have loved to have Coleen as the face of her brand after I’m A Celeb!, so she’s accepted that she’s going to do well and overtake her in different areas. She knows there is enough room for both of them.’