The sun may be setting on another British winter, but the search for love – and a lucrative career boost – is heating up once more. Love Island: All Stars is back for its third series, welcoming a host of familiar faces from seasons past into the villa. While the promise of romance is the official draw, a closer look at this year's cast suggests another powerful motivator: the need for a financial lifeline.
From Villa Fame to Financial Strain
For many former Islanders, life after the show hasn't mirrored the glittering success stories of alumni like Molly-Mae Hague or Dani Dyer. This year's All Stars lineup features several contestants whose business ventures have hit rocky ground, making a return to the ITV reality show a potential catalyst for renewed fame and fortune.
Jess Harding, the 2023 champion, is returning after her split from co-winner Sammy Root. Her business endeavours, however, are struggling. Her aesthetic salon, Candy Aestheticsx Ltd, established in August 2023, reportedly held just £311 in reserves as of May 2025. A separate performing arts company, Candy Media Ltd, showed slightly healthier reserves of £5,146 in January 2025.
2023 runner-up Whitney Adebayo has faced both personal and financial challenges. Following a controversial split from Lochan Nowacki in April 2025, her business accounts paint a difficult picture. Her performing arts firm, Whittbrowns Ltd, set up in January 2024, showed reserves of only £894. Meanwhile, a pre-villa hairdressing business, Candycornerco Ltd, was reportedly £6,327 in debt as of February 2025, with £50,000 owed to creditors.
A Pattern of Business Struggles
The trend extends across the cast. Leanne Amaning, from the 2020 winter series, saw her cosmetics company, Gleam Ldn Cosmetics Ltd, compulsorily struck off in 2024 with just £21 in reserves. Another events company was voluntarily dissolved in 2022.
Sean Stone, the sweet salesman, is hoping the spotlight will boost his confectionery firm, Sweet Delivery Ltd. Its latest accounts showed reserves of only £896, despite having three employees and assets of £29,692 against creditor debts of £28,796.
Returning Islander Charlie Frederick has also faced business hurdles. His sports firm, Chiseled by Charlie Ltd, was £45 in debt as of June last year and faces a strike-off proposal for failing to file paperwork. Several of his other companies, including a retail firm and a watches and jewellery business, were previously struck off for similar compliance failures.
The Blueprint for Success: Love Island's Millionaires
These struggles stand in stark contrast to the show's biggest success stories, who have built empires from their villa fame. Molly-Mae Hague, who found love with Tommy Fury in 2019, is estimated to be worth a staggering £9 million. Her wealth stems from multi-million pound brand deals with PrettyLittleThing and Beauty Works, a bestselling memoir, and a lucrative documentary series.
2018 winner Dani Dyer has amassed an estimated £7.1 million fortune. Capitalising on her acting roots, she has launched clothing lines, hosts a successful podcast with her father Danny Dyer, and has over three million Instagram followers.
Other notable high-earners include West End star Amber Davies (2017 winner), worth an estimated £3.2 million from theatre roles and brand deals, and Maura Higgins (2019), whose worth is estimated at £3.2 million following lucrative deals and her appearance on I'm A Celebrity... Get Me Out Of Here!
As the new batch of All Stars contestants navigates heart rate challenges and recouplings, their journey is underscored by a pressing reality: for many, this second chance is about securing not just a partner, but a more stable financial future in the fickle world of reality TV fame.
