She entered the Love Island villa in 2019 as a bombshell and left as a runner-up. But Molly-Mae Hague has done what few reality television stars manage. She has transformed fleeting fame into an empire. At just 26 years old, the Hertfordshire-born influencer has become one of Britain’s most successful entrepreneurs. Her journey is marked by record-breaking business launches, public heartbreak, and a documentary series that recently won a National Television Award. For better or worse, Molly-Mae is everywhere.
The fascination with Molly-Mae extends beyond her business acumen or her impressive social media following. She represents something deeper for her generation. With 8.5 million Instagram followers, she has mastered the art of making the aspirational feel attainable. Her life unfolds in real time across social media platforms. From launching her fashion brand Maebe to navigating a very public split and reconciliation with boxer Tommy Fury, she has given her followers unprecedented access to both her triumphs and struggles.
The Love Island Effect That Launched a Career
When Molly-Mae entered the Love Island villa on day four of the 2019 series, she already had 150,000 Instagram followers. She was no stranger to the limelight. The former beauty pageant contestant had been crowned Miss Teen Hertfordshire in 2015 and World Teen Supermodel UK in 2016. But her time on Love Island catapulted her into a different stratosphere entirely.
Her romance with Tommy Fury captivated viewers. Despite finishing as runners-up behind Amber Gill and Greg O’Shea, Molly-Mae’s Instagram following skyrocketed to 2.3 million by the time she left the villa. Unlike many of her fellow contestants who faded from public consciousness, Molly-Mae had other plans. She immediately signed a reported £500,000 deal with fast fashion retailer PrettyLittleThing. It was just the beginning.
Other Love Island alumni went down familiar paths. They appeared on reality show spin-offs like Dancing on Ice or I’m a Celebrity. But Molly-Mae carved out a different route. She focused on building her personal brand and business ventures. Her authentic approach resonated with followers who saw her not just as another reality star but as someone building something lasting.
Building an Empire One Business at a Time
Molly-Mae’s entrepreneurial journey has been nothing short of impressive. In 2019, shortly after leaving Love Island, she launched Filter by Molly-Mae, a self-tanning brand that promised to give users her signature golden glow. The products sold out repeatedly. The brand now has an estimated worth of £268,000. It was clear she understood her audience and what they wanted.
In August 2021, PrettyLittleThing appointed Molly-Mae as their UK and EU Creative Director. The role came with a reported seven-figure annual salary. At just 22 years old, she was earning an estimated £400,000 per month. Industry insiders suggested she was being paid around £5 million annually. For someone who had left Love Island just two years earlier, it was an extraordinary achievement.
However, Molly-Mae stepped down from the creative director position in June 2023. She cited her desire to focus on motherhood after welcoming daughter Bambi in January 2023. She remained a brand ambassador for the company. The decision showed a side of Molly-Mae that her followers appreciated. She was willing to prioritise family over lucrative opportunities.
Her most ambitious venture came in September 2024 with the launch of Maebe, a womenswear brand she had been developing for three years. The collection featured minimalist pieces in neutral tones. Think tailored blazers, wide-leg jeans, and crisp white shirts. Prices ranged from £35 to £140. Molly-Mae revealed she had funded the entire venture herself without external investors. She wanted to tell her daughter one day that she “did it alone”.
The first Maebe collection sold out within 24 minutes of launching. It was a staggering success that demonstrated the power of the “Molly-Mae effect.” When she wears something or recommends a product, her followers pay attention. The brand opened dedicated offices in south Manchester. The team expanded from sharing space with her other ventures to having their own renovated workspace.
Yet Maebe has not been without controversy. Customers complained about quality issues, particularly with a £140 blazer that allegedly bobbled after one wear. Critics questioned the high percentage of synthetic materials in garments with premium price tags. Some compared the designs to existing brands, suggesting a lack of originality. Molly-Mae addressed the backlash in her documentary series, attributing the quality issues to factory errors.
The Heartbreak That Captivated a Nation
If Molly-Mae’s business ventures made headlines, her personal life generated even more attention. Her relationship with Tommy Fury had been the epitome of a Love Island success story. They moved in together shortly after leaving the villa in 2019. In January 2023, they welcomed daughter Bambi. Six months later, in July 2023, Tommy proposed during a romantic trip to Ibiza.
Then came the bombshell. On 14 August 2024, Molly-Mae announced their split in an emotional Instagram post. “Never in a million years did I think I’d ever have to write this,” she wrote. “I am extremely upset to announce that mine and Tommy’s relationship has come to an end. I will forever be grateful for the most important thing to me now and always, my beautiful daughter”.
The internet exploded with speculation. Rumours swirled about infidelity. Tommy faced “disgusting” allegations that he had cheated and even impregnated another woman. He vehemently denied these claims. The truth, which emerged months later, was both simpler and more complex. Tommy had developed a problem with alcohol.
In January 2025, Tommy opened up about his struggles in an interview with Men’s Health magazine. “We broke up because I had a problem with alcohol and I couldn’t be the partner that I wanted to be anymore,” he admitted. “It kills me to say it, but I couldn’t”. He revealed he had been drinking “20 shots a night, 20 beers, every day” and would drink to “get blackout drunk”.
The drinking had started after a hand injury prevented him from boxing. Unable to train, Tommy turned to alcohol as a coping mechanism. He was so intoxicated when Molly-Mae and Bambi left their home that he barely remembers the moment. “I’ve never even said this before, but when they actually left the house, I was actually drunk at that point, so I don’t actually remember it that well, which was even more upsetting,” he confessed.
Tommy’s father, John Fury, revealed he had advised Molly-Mae to leave his son. It was a difficult time for everyone involved. But Tommy got help. He stopped drinking and worked on himself. By New Year’s Eve 2024, there were reports that he and Molly-Mae had been photographed kissing. In May 2025, Molly-Mae confirmed what many had suspected. They were back together.
“We’re back together, and we’re just navigating our way through,” Molly-Mae said in her documentary series. “Nobody’s relationship is perfect, and even though we’re back together, I’ve never shied away from the fact that there are still good days and bad days”. They are not living together yet. Molly-Mae remains in her Manchester home with her sister Zoe. The engagement ring is noticeably absent from her finger. When asked directly on BBC Breakfast if they are still engaged, Tommy replied cryptically with two words: “Who knows?”.
Their relationship continues to evolve in the public eye. Molly-Mae has been open about the challenges they face. Her sister Zoe has expressed concerns about Tommy’s past behaviour. In Molly-Mae’s documentary, Zoe is heard asking, “Have you actually addressed the problems?”. The tension between family loyalty and romantic commitment plays out on screen.
Motherhood and Mum Guilt
Becoming a mother has transformed Molly-Mae in ways both profound and public. Daughter Bambi, born in January 2023, features prominently in her content. The toddler has become something of a social media sensation herself. Her personality shines through in Molly-Mae’s vlogs. She is currently potty training and going through a biting phase that has sparked both amusement and criticism online.
Molly-Mae has been refreshingly honest about the challenges of motherhood. “Every day is different with a two-year-old,” she explained in her documentary. “Some days go slightly smoother than others, some days are a disaster from start to finish”. She admits to experiencing significant mum guilt when work takes her away from Bambi. “When Bambi is on the phone now and she can talk and she’s saying that she misses me I do feel guilty,” she confessed.
Yet she refuses to lose herself entirely to motherhood. “I wouldn’t have been happy. I wouldn’t have been a good mum,” she said of maintaining her career ambitions alongside parenting. It is a balance many working mothers will recognise. Molly-Mae wants to give Bambi a sibling. She feels pressure to do so while Bambi is still young. But with her relationship with Tommy still being rebuilt and her business ventures expanding, the timing remains uncertain.
Some critics have accused Molly-Mae of being “too soft” with Bambi. Videos showing the toddler demanding her mother’s coffee drink at Costa and Molly-Mae giving in sparked debate about parenting boundaries. “She’s got her wrapped around her finger big time; no wonder she has tantrums,” one commenter wrote. Others defended her approach, noting that Bambi is only two years old.
The Documentary Series That Won Hearts and Awards
Molly-Mae: Behind It All premiered on Amazon Prime Video in January 2025. The six-part docuseries offered unprecedented access to her life following the split from Tommy. Viewers saw her juggle launching Maebe, dealing with online criticism, and navigating single motherhood. Part two followed in May 2025, documenting their reconciliation.
The series was the most-watched show on Prime Video among women aged 18-34 in the UK. In September 2025, it won the National Television Award for Best Authored Documentary. Molly-Mae’s acceptance speech was gracious. She dedicated the award to rugby league star Rob Burrow, who had also been nominated posthumously. “His story was more inspirational than I could ever be,” she said.
The win generated backlash. Some questioned whether Molly-Mae’s life warranted the same recognition as Rob Burrow’s battle with motor neurone disease or Strictly Come Dancing star Amy Dowden’s cancer journey. Critics suggested the public vote reflected popularity rather than merit. Molly-Mae addressed the controversy on Instagram. “I shared a category with people whose stories will always be more powerful and inspirational than mine,” she wrote. “I see that, I believe that, and I want to acknowledge it again here”.
Season two of Behind It All launched on 18 October 2025. The first three episodes became available, with another three promised for early 2026. The new season covers topics Molly-Mae has “not spoken about before”. It shows her attending Paris Fashion Week, renovating her office, and continuing to rebuild her relationship with Tommy. “I do feel really nervous about it to be honest,” she admitted at a London screening.
Navigating Controversy and Criticism
Molly-Mae’s journey has not been without significant missteps. In January 2022, she faced intense backlash over comments made on The Diary of a CEO podcast. She referenced a quote suggesting “we all have the same 24 hours in a day as Beyoncé” and said, “you’re given one life and it’s down to you what you do with it”. “If you want something enough, you can achieve it,” she added.
The remarks were immediately branded tone-deaf and privileged. Critics pointed out that not everyone has the same opportunities, resources, or circumstances. Some people spend their 24 hours working minimum wage jobs just to survive. Others have caring responsibilities that leave little time for personal ambitions. The backlash was swift and brutal.
Molly-Mae issued an apology. “I apologise to the people that have been affected negatively or misunderstood the meaning of what I said in the podcast,” she wrote on Instagram. “The intentions of the podcast were only ever to tell my story and inspire from my own experience”. Her team clarified that she was speaking about her personal journey, not commenting on others’ situations.
The incident highlighted a tension at the heart of influencer culture. Molly-Mae has built her brand on authenticity and relatability. She shares makeup-free selfies and mundane daily activities. Yet her lifestyle is undeniably privileged. She lives in a £3.5 million mansion and has a net worth estimated at £6 million. Reconciling these contradictions is an ongoing challenge.
More recently, Molly-Mae faced criticism over her handling of Bambi’s biting incidents at nursery. In a vlog, she addressed the situation with humour rather than stern discipline. Some parents felt she was not taking it seriously enough. “Even though I understand that it’s entertaining television, she’s just a child, and I need to handle the situation with care,” Molly-Mae responded.
The Molly-Mae Effect and Cultural Impact
Whether you love her or find her exhausting, there is no denying Molly-Mae’s cultural impact. The “Molly-Mae effect” describes her ability to influence purchasing decisions and trends. When she wears a blazer from Maebe, it sells out. When she mentions a beauty product, searches spike. Brands recognise this power. She can earn up to £20,000 for a single sponsored Instagram post.
Her influence extends beyond commerce. She has helped normalise conversations about relationship struggles, mental health, and the pressures of motherhood. By sharing her imperfect reality, she has made space for others to do the same. Young women, particularly those in Gen Z, see themselves reflected in her experiences.
Some have dubbed her the “People’s Princess” of Gen Z. The comparison might seem hyperbolic, but it speaks to the parasocial relationships influencers cultivate. Molly-Mae’s followers feel invested in her life. They celebrate her wins and commiserate with her losses. When she and Tommy split, social media search interest in them briefly exceeded that of Taylor Swift.
This level of influence comes with responsibility. Molly-Mae has been criticised for not being more transparent about her business practices. When Vogue asked about Maebe’s manufacturing processes in factories in Turkey and China, she could not provide detailed answers. For someone positioning herself as a hands-on CEO, this raised questions about ethical oversight.
The UK influencer marketing industry is projected to reach £1.04 billion in 2025. Molly-Mae sits at the pinnacle of this industry. She has demonstrated that influencers can transcend their original platforms to become legitimate businesspeople. She is not just selling products. She is building brands with staying power.
What Comes Next for Molly-Mae?
At 26, Molly-Mae has already achieved more than many do in a lifetime. But she shows no signs of slowing down. Maebe continues to expand, with new collections dropping regularly. The documentary series has been renewed, giving viewers ongoing access to her life. She has hinted at wanting to have another child with Tommy, though the timing remains uncertain.
Her relationship with Tommy is the subject of intense public interest. Are they truly back together, or just co-parenting amicably? Will they get re-engaged? When asked these questions, both have been deliberately vague. They seem determined to rebuild their relationship on their own terms, away from the pressure of public expectation.
What is certain is that Molly-Mae has defied expectations at every turn. She has transformed from reality television contestant to business mogul, from Instagram influencer to award-winning documentary subject. She has faced criticism and controversy with surprising resilience. Her journey is far from over.
In many ways, Molly-Mae represents the opportunities and pitfalls of modern fame. She has leveraged social media to build an empire, but that same visibility exposes every mistake to millions. She has achieved financial success most can only dream of, yet struggles with the same relationship issues and parental anxieties many experience. She is both exceptional and ordinary, aspirational and relatable.
As Britain’s most-watched influencer, Molly-Mae continues to captivate audiences. Whether you are a devoted fan or a sceptical observer, her impact on popular culture is undeniable. She has helped define what it means to be an influencer in 2025, for better or worse. And she is just getting started.
For now, followers will continue tuning in to her vlogs, buying her products, and debating her choices online. The Molly-Mae phenomenon shows no signs of fading. In an era where fame is fleeting and trends change by the hour, she has managed something rare. She has staying power. And in the world of social media influencing, that might be the most impressive achievement of all.
Frequently Asked Questions
How did Molly-Mae Hague become famous?
Molly-Mae rose to fame as a contestant on the fifth series of Love Island in 2019. She entered the villa on day four and finished as a runner-up alongside Tommy Fury. Her Instagram following grew from 150,000 to 2.3 million during her time on the show. Since then, she has built a successful career as an influencer and entrepreneur.
What businesses does Molly-Mae own?
Molly-Mae owns two main businesses. Filter by Molly-Mae is her self-tanning brand, launched in 2019, which is worth an estimated £268,000. Maebe is her fashion brand, launched in September 2024, featuring minimalist womenswear with prices ranging from £35 to £140. The first collection sold out within 24 minutes.
Are Molly-Mae and Tommy Fury still together?
Yes, Molly-Mae and Tommy reconciled after splitting in August 2024. They announced their separation following Tommy’s struggles with alcohol dependency. After Tommy addressed his drinking problems and spent time apart, they rekindled their relationship. However, they are not yet living together, and Molly-Mae is not wearing her engagement ring.
What is Molly-Mae’s net worth?
Molly-Mae’s net worth is estimated at £6 million as of 2025. She earns money through her businesses, brand partnerships, and social media content. She can command up to £20,000 for a single sponsored Instagram post. During her time as Creative Director at PrettyLittleThing, she reportedly earned £400,000 per month.
Why did Molly-Mae win a National Television Award?
Molly-Mae won the NTA for Best Authored Documentary in September 2025 for her Amazon Prime series Molly-Mae: Behind It All. The show documented her life following her split from Tommy Fury and the launch of her fashion brand. The award was decided by public vote. However, the win generated controversy as some felt other nominees deserved the recognition more.
For official and reliable information, visit the UK Government Official Site and BBC News.