The announcement comes following the season six premiere of the show, during which Rose spoke about a “failed” business venture that left her and husband Justin Rose “nothing”, later admitting on an Instagram post that the venture was “tied to” the beauty brand.
Former partners and outside ownership groups are no longer affiliated with the brand as Rose takes on full ownership.
The direct-to-consumer brand will introduce updated product lines, as well as spotlight hero products.
"I am beyond excited to bring Wild Rose Beauty back home," said Whitney Rose.
"This relaunch is deeply personal to me, it is about reconnecting with what I originally set out to create: a beauty brand that empowers, uplifts, and celebrates authenticity.
“Wild Rose Beauty has always been about more than skin care, it is about creating routines that help people feel beautiful inside and out."
The relaunch marks the brand’s second since its conception, originally hitting the market under the name ‘Iris + Beau’.
Reflecting on speaking about her business struggles on the show with an Instagram post, she shared: “As hard as it is to admit failure on such a public level, it was liberating to speak my truth…
“I want to thank everyone who has stood by me and encouraged me to keep going.
“Most of all, thank you to all of my customers, brand ambassadors and everyone who continues to support me and my small business no matter what.”
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