RHOSLC’s Whitney Rose Faces ‘Devastating’ Business Failure, Resulting in Six-Figure Loss
Whitney Rose is certainly unafraid to confront a few prickly situations, both on and off reality TV.
Since the premiere of The Real Housewives of Salt Lake City in November 2020, Rose, 39, has openly shared the ups, downs, and even the tough aspects of her life with Bravo’s cameras.
When season 6 kicked off in September, the Bravo star made a financial admission that few would share with even their closest friends, let alone the entire world: she suffered significant losses following an unsuccessful business merger.
“I own a jewelry brand, Prism, and Wild Rose Beauty skincare. I decided to merge my skincare line into another entity and create a new one with my husband [Justin],” Rose shares exclusively with Us Weekly in their annual Reality Stars of the Year issue. “We had incredible success initially, but due to legal issues, I had to resign as CEO in November 2024 after launching in June 2024. It was a tough decision, especially since I had integrated my beauty brand into the new company, necessitating its closure and a fight to regain my brand.”
The business risk resulted in what Rose describes as a loss of “six figures,” but less than half a million dollars.
“Fortunately, I was able to recognize the situation early enough to halt the damage,” she states. “The real loss was the immense success we had; I felt like I had finally achieved what I set out to do with my brand. To lose six figures after that is incredibly disheartening.”
Regardless of the challenges, Rose has consistently chosen to share her reality with the cameras. After all, isn’t that the essence of being a Real Housewives star?
“I’ve always been authentic. I’m going to stay true to myself, so I’m owning this from the start because I want to share my truth and control my narrative,” she explains. “I don’t want people to fabricate their versions of my story. I’ve seen castmates and other Housewives avoid their truths, but the truth always comes to light. I’ve observed others feigning perfection when, in reality, it isn’t that simple. I chose a different path.”
If viewers believe a single failed business would bring Rose down for good, they clearly haven’t witnessed the mother of two navigate the highs and lows with her cast, which includes Lisa Barlow, Meredith Marks, Heather Gay, Mary Cosby, Angie Katsanevas, and Bronwyn Newport.
“Fortunately, I have other ventures, and despite what the public may think, I’m financially savvy and have other investments,” she highlights. “Justin and I recently took a couple-month sabbatical to regroup and strategize our next steps. But it hasn’t been easy.”
Despite attending glamorous events, hosting extravagant gatherings, and taking remarkable trips with her co-stars, Rose emphasizes that being a reality star is far from simple. In recent seasons, the Utah local has been candid about her healing journey, which has included therapy to address family estrangements, childhood trauma, and more. While she has committed to being transparent on the show, some matters remain too personal to disclose.
“I actually contemplated leaving the show because my trauma involves others. It’s not solely my story,” Rose shares with Us. “There are other individuals involved, and I didn’t want to put them in the spotlight. They didn’t sign up for this — I did. I struggled to find a way to cope mentally and emotionally.”
Rose’s healing process also made her feel exposed on-screen. Even now, she finds it challenging to revisit a heated confrontation with Gay, 51, who is both her co-star and third cousin.
During that moment, Gay claimed she didn’t recall a rumor that Rose was upset about regarding Barlow, 50. Meanwhile, Rose felt betrayed and accused her friend of not supporting her.
“I really dislike watching the fight between Heather and me in lingerie in Arizona. That was incredibly tough,” Rose admits. “I was inebriated and emotionally charged. I had just shared my struggles with childhood trauma, and then I fought with my best friend, which was terrifying.”
At one crucial moment in season 3, Rose nearly said goodbye to The Real Housewives of Salt Lake City permanently.
“I actually had my lawyer drafting my resignation letter during my most challenging healing period; it was the hardest season of my life,” she reveals. “Heather and I were at odds, and I felt alone.”
Before she could send her letter to Bravo, her husband learned he had lost his job, pushing one of the show’s original cast members to persevere.
“I had to step up for my family and remain on the show; it was Lisa who ultimately convinced me that I could handle this,” she recalls.
As season 6 progresses, Rose remains confident, knowing she is advocating for her truth in her own way. While she recognizes she’s still evolving, she pledges to always speak the truth, no matter what.
“It’s really easy for Housewives or anyone in reality TV to hide behind the facade of ‘Everything’s perfect. I don’t want to discuss it. Let’s not go there,’” she asserts. “I take great pride in being open and authentic about the real challenges involved in overcoming business failures.”
The Real Housewives of Salt Lake City airs on Bravo Tuesdays at 8 p.m. ET. Stream previous episodes anytime on Peacock.
To discover more about Rose and the other Reality Stars of the Year, grab the latest issue of Us Weekly, available now.
