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Credit: Roger Wong/INSTARimages

Whitney Rose allegedly shut down her Wild Rose Beauty company and quietly rebranded after “los[ing] a fortune.” The Real Housewives of Salt Lake City star has been open about her financial difficulties in the past, though it seemed for a while that she was on a good track.

In a past season, Whitney shared that she and husband Justin Rose put more than $300,000 into a previous rebrand of Wild Rose Beauty. She later claimed she “lost our entire savings” over the financial decision.

According to a new report from The U.S. Sun, Whitney closed down her Wild Rose Beauty line and transitioned it to a new business that she quietly launched last year without posting it.

“Whitney shut down Wild Rose Beauty last year basically without telling anyone or announcing anything official,” said a source close to Whitney. “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.”

Though Wild Rose Beauty’s site is currently active, all of the products are tagged “sold out.” Plus, the company’s Instagram hasn’t posted anything since last year, and its Facebook is deactivated.

The outlet claimed that Wild Rose Beauty rebranded into Sōl People, which is another company she recently joined. Wild Rose Beauty’s products are available now on Sōl People’s website, but with the original packaging and labels.

The insider claimed Whitney hasn’t posted the 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,” the source continued. “There’s a lot of financial problems at play for it to even be an official rebrand, which it’s not yet.”

Last year, however, Sōl People and its co-founder Ashlee Headlee issued a press release mentioning that Wild Rose Beauty will be sold now “exclusively at Sōl People.”

“Beyond skincare, Sōl People will feature a range of wellness products and digital courses to help harmonize the mind, body, and soul,” said the release. “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 brand added.

Whitney stated at the time, “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,” the statement went on. “And just like our company name represents the sun, I see a bright, sunny, sōl future ahead.”

As for Whitney, she took to her Instagram Stories just moments ago to issue a denial.

“False information please don’t post about me my family or my business without fact checking,” wrote Whitney on May 2. “@thewildrosebeauty is not done and she will be available for sale again soon. I am no longer apart of sol people for the record.”