Maura Higgins is an Irish television personality, model, presenter, and influencer best known for her breakout role on Love Island in 2019. Since then, she has built a multi-million-pound career that spans modelling, beauty partnerships, brand launches, international reality TV roles, and hosting work. As of 2025, she continues to rise globally, expanding into U.S. television with The Traitors USA and strengthening her influence in fashion and beauty. Her journey demonstrates authenticity, ambition, and modern media savvy — a blueprint for turning brief reality TV fame into lasting success.
Maura Higgins has become one of the most recognisable names in British and Irish entertainment over the past few years. Her bold personality, entrepreneurial drive and global brand appeal have set her apart from other reality TV stars. This article explores her life, work, influence, and her growing media presence in 2025.
Early Life and Background
Maura Margaret Higgins was born on 25 November 1990 in Ballymahon, County Longford, Ireland. She grew up in a tight-knit Irish family with two sisters and a brother. Known for being outspoken and confident from an early age, Maura has often said that the strict rules at her school played a major role in shaping her larger-than-life personality.
Before fame, she trained as a hairdresser and worked in a local salon, while also modelling part-time from age 18. Her modelling work helped her gain early recognition and build connections in beauty and fashion — skills that would become invaluable later.
Rise to Fame on Love Island
Maura’s life changed almost overnight in 2019 when she joined the cast of Love Island as a late entrant. Her humour, honesty and fiery personality immediately captivated audiences. She quickly became a fan favourite and reached the final alongside Curtis Pritchard, finishing in fourth place.
She has stated many times that she went on the show without a plan, expecting to last only a few days. Instead, the appearance launched her into mainstream fame and opened the doors to a variety of high-profile media opportunities.
Television Career and Hosting Success
After Love Island, Maura transitioned swiftly into television presenting and guest roles. She presented a popular agony-aunt segment on This Morning, starred in her own travel-style show Maura’s Ireland, and appeared frequently on UK entertainment programmes.
In 2020, she joined the cast of Dancing on Ice and remained on the show until Week 7. She later became involved with multiple entertainment productions, including Cooking with the Stars and various celebrity specials.
A major step in her television career came when she joined the production team for Love Island USA, acting as social media presenter and later taking on hosting responsibilities for the Aftersun spin-off. In 2024, she reached a wider audience when she competed on I’m a Celebrity… Get Me Out of Here!, finishing in seventh place.
As of 2025, her career continues to expand internationally with her role on The Traitors USA, marking her first major U.S. reality TV appearance.
Modelling Career and Brand Partnerships
Alongside her television work, Maura has become a prominent figure in the modelling world. Signing with Elite Model Management — one of the most prestigious modelling agencies globally — was a defining career moment. Elite represents major global talent, and Maura’s inclusion signalled her transition from TV personality to a high-demand commercial model.
Her brand partnerships have also been a major part of her success. These include:
A line of luxury tanning products in collaboration with Bellamianta
A fashion collection with Boohoo
A lingerie line with Ann Summers
Global beauty partnerships with top cosmetic and skincare brands
These ventures showcase Maura’s ability to merge her influence with commercially successful products.
Net Worth, Earnings and Business Strategy
As of 2025, Maura Higgins’ net worth is estimated at over £3.2 million. Her income streams include:
Television presenting and appearances
Modelling and brand campaigns
Social media endorsements (where she earns tens of thousands per sponsored post)
Her beauty and fashion product lines
Profits from her media company
Her business setup shows a clear strategy: create multiple long-term revenue sources rather than rely solely on reality TV. Maura also owns property, invests in lifestyle assets, and continues to build a brand that appeals across both UK and U.S. markets.
Personality, Public Image and Criticism
Maura’s personality is often described as direct, funny, and fearless. She is one of the few reality TV stars who gained popularity for being authentically themselves. Her Irish humour, unique accent and outspoken commentary helped her stand out during Love Island and remain central to her personal brand today.
She has not been without controversy — from tabloid incidents to critics questioning her motives — but her transparency and resilience have helped maintain her popularity. She is known for speaking openly about rejected opportunities, reinforcing that she accepts only roles that align with her long-term career outlook.
Recent Updates and Trends (2025)
Expansion into the U.S. Television
With her move onto The Traitors USA, Maura is gaining attention from American audiences, marking the next major phase of her career.
Growing Influence in Beauty
Her partnerships with international beauty brands continue to grow, placing her at the centre of major marketing campaigns through 2025.
Strategic Career Decisions
Maura has publicly confirmed turning down offers from big reality shows when they do not align with her goals. This more selective approach reflects her evolving brand identity.
Lifestyle and Travel Opportunities
Her social media presence regularly features luxury campaign trips, from Mediterranean beach shoots to high-end brand retreats, strengthening her lifestyle-focused image.
Continued Modelling Breakthroughs
Her deal with Elite Model Management has opened doors to wider runway, photographic and editorial opportunities.
Why Maura Higgins Matters
Maura matters in the entertainment and influencer landscape because she demonstrates how short-term reality TV fame can be transformed into a sustainable, global personal brand. Her willingness to pivot — from modelling to hosting to product creation and now U.S. reality TV — shows remarkable adaptability.
Her story highlights:
The power of authenticity
The financial potential of personal branding
The importance of diversification
The value of international expansion in modern media
She serves as a case study for modern creators looking to build influence in a crowded digital world.
Practical Lessons From Maura Higgins’ Journey
Build From Opportunity
Maura did not win Love Island, yet she built the strongest long-term brand of her season.
Diversify Income
From beauty products to TV deals, diversification helped secure her earnings.
Prioritise Authenticity
Her bold honesty remains the centrepiece of her identity and public appeal.
Say No When Needed
Maura’s selective acceptance of projects is a major reason her relevancy has stayed strong.
Invest in Social Media
Her consistent engagement across platforms is key to her ongoing commercial success.
Real-Life Examples of Maura’s Career Growth
Signing with Elite Model Management, elevating her to a global modelling stage
Hosting work on Love Island USA: Aftersun
Expanding her beauty portfolio through new tanning and cosmetic lines
Competing on I’m a Celebrity and later The Traitors USA
Building a multi-million-pound personal brand through strategic partnerships
FAQs
What is Maura Higgins known for?
Maura is known for Love Island 2019, modelling, hosting, beauty collaborations, and major TV appearances.
What is her net worth in 2025?
Her net worth is estimated at more than £3.2 million, with multiple income streams.
Is Maura Higgins still modelling?
Yes. She continues modelling and is signed with Elite Model Management, one of the world’s top agencies.
What shows has Maura been on?
Her credits include Love Island, Dancing on Ice, I’m a Celebrity… Get Me Out of Here!, Love Island USA, and The Traitors USA.
What are her main business ventures?
Maura has fashion, tanning, beauty and lingerie lines, plus high-value brand partnership deals.
In Summary
Maura Higgins’ evolution from an Irish hairdresser to a global media personality is one of the most remarkable success stories to come out of modern reality television. What sets her apart is not just her talent but her ability to recognise opportunity and turn it into something lasting. Her career in 2025 shows no signs of slowing down — with stronger international presence, carefully selected television roles, and growing influence in fashion and beauty.
Her journey highlights how confidence, strategy and authenticity can turn a single moment of fame into a long-term, multi-million-pound career.
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