After Wild Rose Beauty shuttered its doors, it has quietly been transitioned into a new company that the reality star launched last year on the down low - but has still not posted about.
RHOSLC fans watched on season 2 as Whitney, 38, launched her own natural skincare company, Wild Rose Beauty in 2021.
The clean skincare line was a rebranding of another former company Whitney was at the helm of, Iris + Beau, making this the third time in four years that she has changed up her beauty business.
According to an insider close to the Bravo-lebrity: "Whitney shut down Wild Rose Beauty last year basically without telling anyone or announcing anything official.
“They lost a fortune. The loss was well into the six-figure range, especially since they had just rebranded Wild Rose Beauty, which they initially invested a lot of money into."
Wild Rose Beauty’s website is still active however, none of the products are available to purchase as they are all labeled “sold out.”
Additionally, the beauty brand’s Facebook account has been deactivated, and its Instagram page hasn’t posted since 2024.
The U.S. Sun can confirm that Wild Rose Beauty has quietly rebranded to Sōl People - another business that Whitney has recently become a part of.
Wild Rose Beauty products can be found on the Sōl People website while still in its original packaging, so new labels for the skincare items have not yet been produced.
Despite making the transition to Sōl People in late 2024, Whitney has not posted about the new career move on her social media pages.
According to the source, the mom-of-two hasn’t been public about her latest rebrand because “quite frankly, it’s not going well."
"There's still a lot she's figuring out and on top of that, things are not selling.
“There’s a lot of financial problems at play for it to even be an official rebrand, which it's not yet,” they claimed.
The U.S. Sun has reached out to the company for comment.
On Friday, Whitney responded to reports about Wild Rose Beauty no longer operating, saying the line is "not done" - but confirmed it's not currently selling products, though they will be available again "soon."
"I am no longer a part of Sōl People for the record," she added.
GOOD FOR THE SOL
While Whitney hasn’t posted about her role with Sōl People on her own social media pages, the company released a press release last year alongside her co-founder, Ashlee Headlee.
The release mentions that Wild Rose Beauty will now be sold “exclusively at Sōl People.”
They also explained the brand's mission of creating products that aim to “align mind, body and sōl.”
“Beyond skincare, Sōl People will feature a range of wellness products and digital courses to help harmonize the mind, body, and soul.
“Key products include sōl vibe, a powerful nootropic supplement for brain health, and sōl glo, a beauty-enhancing ceramide drink clinically proven to improve skin.
“Additionally, the company will prelaunch with three digital courses covering self-love, manifestation, and digital business building, with more to come,” the company stated.
Speaking about her new role, Whitney gushed: "Becoming a co-founder and co-CEO of Sōl People is truly a dream realized.
“I’ve been involved in one way or another with the direct selling industry for most of my life, and now I get to take that one step further.
“Our innovative business model, which integrates products, courses, and a community, envisions a future where our company stands as a beacon of self-love and transformation.
“The commitment to fostering self-celebration and growth aligns with values I hold most close to my heart, and just like our company name represents the sun, I see a bright, sunny, sōl future ahead.”
Previously on RHOSLC, Whitney revealed that she and husband Justin Rose invested over $300,000 of their money into the Wild Rose Beauty rebranding and reportedly took out a $1m loan.
She confessed on the RHOSLC After Show that she "lost our entire savings” with the financial decision.
“Those are the things that are make or break a relationship. The only things people fight over are usually money and sex, right? Like, those are the things that people get divorced over.
”And so, it was very difficult because I felt ashamed, one. I felt like I let him down, I let the family down, and I just really wanted him to know that despite all the losses, I am stronger than ever.
“And those losses were lessons, and we're gonna turn those into returns,” she said in 2022.
Season 6 of RHOSLC is currently in production and is expected to air on Bravo in late 2025.
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