Wild Rose Beauty, Whitney Rose’s skincare brand, went through a major setback but has since been revived under her full control.

Business shutdown and loss

In 2024, the original version of Wild Rose Beauty was effectively shut down, with a third-party company later selling off remaining products. Whitney later revealed on Season 6 of The Real Housewives of Salt Lake City that a “failed” business venture tied to Wild Rose Beauty led to significant financial losses, layoffs, and her temporarily losing ownership of the brand.

Regaining ownership and relaunch

In September 2025, Whitney officially reclaimed full ownership of Wild Rose Beauty and announced a relaunch, ending any involvement from former partners or outside ownership groups. The brand is being reintroduced as a direct-to- consumer, independent company with a renewed focus on clean, cruelty-free skincare and a mix of updated products and returning “hero” items.

Current status

As of late 2025, Wild Rose Beauty is positioned as a relaunched, founder-led brand emphasizing authenticity, empowerment, and botanical-based formulas. Whitney has framed the earlier collapse as a difficult but ultimately redirecting experience and is actively promoting the new phase of the company to fans and customers.