Why Being Beautiful Isn’t Enough for Love Island Stars Anymore

 Why Being Beautiful Isn’t Enough for Love Island Stars Anymore

The cast of this year's Love Island All Stars, a spin-off featuring former contestants, has been dubbed "dating royalty" by its producers. More than half of the 12 islanders heading to the South African villa were finalists on their respective seasons, with 2022 winner Ekin-Su Cülcüloğlu also rumored to join later.

In the past, appearing on Love Island was seen as a stepping stone to fame and success. But could the return of some of the show’s most popular stars signal that the once-profitable path from Islander to influencer or TV personality is dwindling?

Influencers and the Rise of Brand Deals

Becoming an influencer has been a common career move for Love Island contestants, with former stars being paid to promote everything from cosmetics to cars on social media. Among the most successful is 2019 series runner-up Molly-Mae Hague, who later became the creative director for fashion brand Pretty Little Thing and recently launched her own fashion line. However, Molly-Mae's success came at the height of Love Island's popularity, during its most-watched episode, which attracted over six million viewers. Achieving such heights is no longer as attainable for every contestant.

Tanyel Revan, a contestant from the 2023 winter series, shared her thoughts, acknowledging that the industry has changed. She says, "One thing about this industry that people have to remember is that if you don't maintain it 24/7, which is very hard because it is a bit of a fake lifestyle, you can easily be forgotten." She adds that many influencers return to shows like All Stars to keep their careers going.

Tanyel, 28, gained some "extra income" from social media but stresses that her haircare business is what gives her "stability."

The Saturation of the Influencer Market

Since Love Island began in 2015, over 300 people have appeared on the UK version of the show, making being an ex-Islander far from exclusive. Contestants who once secured six-figure brand deals and lucrative sponsored posts now face a much more saturated market.

Social media expert Bryleigh Flack from Sloane House Marketing highlights that the way people consume content has changed dramatically. "There are so many adverts, not just influencer ads, but even your friends' Instagram stories are filled with them. It's very saturated now," she says. Flack points out that appealing to a broad audience is no longer effective, with platforms like TikTok using different algorithms to select content for users.

She introduces a new wave of content creators—the "micro-influencers"—who may have smaller followings but boast highly engaged, niche audiences. These influencers know their followers well and cater to specific groups, such as young families or weekend party-goers.

The Reality of Life After Love Island

Billy Brown, who appeared on the 2022 season, believes that many contestants view the show as an easy route to fame, only to realize that staying relevant takes hard work. "I know a lot of people who came out, quit their job and thought that's it now, but it's not," says Billy, who owns businesses in construction and property development.

Billy maintains a social media presence but is more focused on his career. "I didn't let it get to my head, I think I was one of the only people who could say 'look, it's not all glitz and glam,'" he adds.

He believes that just being good-looking isn't enough to sustain a career. "People [who go on the show] need to focus on what they like, instead of just being known for being on Love Island." Billy's success is largely due to his personality and not his follower count, which stands at a modest 115,000 compared to Molly-Mae's eight million.

Changing Trends and Cultural Relevance

With Love Island’s popularity waning in recent years, its viewership has dropped significantly from an average of nearly six million viewers in 2019 to about one to two million in 2023 and 2024. Meanwhile, Netflix reality dating shows like Love is Blind and Too Hot to Handle have captured audience attention, providing more competition.

Jake Lee, who runs Alpha Talent Group and represents stars like Tommy Fury, points out that many former contestants overexpose themselves by accepting every advertising offer that comes their way, diluting their credibility. "Four or five months down the line you'd be harming your own career, because you'd used your platform the wrong way," he warns.

He advises newcomers to Love Island to go in with a clear strategy. "My biggest piece of advice is to go in with your eyes wide open."