And yet, here we are.
What she’s done with REHAB. in particular isn’t just a shrewd brand move. It’s a coming of age moment. A woman who’s been quietly underestimated for over a decade just made a loud and confident play in one of the most competitive markets there is - and she’s winning.
Let’s rewind.
The rise
Stacey first appeared on most people’s radar as the sweet, slightly ditzy girl from Dagenham auditioning for The X Factor in 2009. A teenager. A mum. A laugh that went viral before viral was a thing.
She didn’t win the show. But she did win people over.
There’s something about Stacey that always felt real. You wanted to be her mate. Or her neighbour. Or at least in her WhatsApp group. She wasn’t glossy or aspirational in the traditional celebrity sense. She was relatable. And for all the talk of authenticity in marketing, she actually embodied it - without even trying.
Over the years, she’s turned that energy into a brand. Not in a calculated, consultant-crafted kind of way. But in the choices she’s made, the partnerships she’s picked, and the projects she’s fronted. Shows like Sort Your Life Out and Stacey & Joe have let people into her life. They didn’t feel like TV - they felt like FaceTimes.
But don’t be fooled. Just because she comes across as warm and lovely doesn’t mean she’s not sharp as a tack.
The partnerships
While other celebrities chase luxury deals and champagne launches, Stacey’s partnered with brands that actually sit in people’s homes. Primark (with whom she launched a family fashion range), George at Asda, and Abbott Lyon jewellery all made sense for her audience.
She’s also had a hugely successful fashion collab with In The Style, one of the brand’s biggest ever. Her inclusive 40-piece collection (sizes 4–28) sold out within hours (source).
These aren’t superficial tie-ins. They’re consistent, strategic moves that show she understands her audience - and what they actually buy.
And then came REHAB.
This, for me, is the power move. The one that separates the influencers from the entrepreneurs.
REHAB. is a female-founded haircare brand started in 2022 by Vicky Ellis and Anastasia Tozer. Their flagship product? Biodegradable, single-use oil capsules. Smart, sustainable, and minimalist. The kind of thing that speaks directly to a modern audience tired of waste and over-complication.
In late 2023, Stacey did more than endorse the brand - she became a partner and investor (source).
Since then?
REHAB. grew over 450% in 18 months
It crossed the £3 million revenue mark in 2025 (source)
It’s now stocked in Boots, Selfridges and Sainsbury’s (source)
This isn’t novelty celebrity shelf space. This is real commercial traction - in a brutally competitive beauty category.
TikTok and the trust economy
Here’s the thing: I didn’t plan to buy REHAB. I saw it on TikTok. First a couple of real users demoing it in their bathrooms. Then Stacey, just being… well, Stacey. Warm. Honest. Casual.
And that was it - I bought.
The content didn’t feel like an ad. It felt like a friend sending you a link. That’s the difference. That’s the power.
Platforms like TikTok turn testimonials into something more than reviews. They’re proof. And when they come from people you believe - including Stacey - that’s powerful.
But I didn’t stop there. I ended up going direct to the REHAB. website for my second order. Why? Because I wanted the full brand experience - the packaging, the story, the vibe. It’s one thing to find something on your ‘For You Page’. It’s another to consciously choose it. That’s when you know it’s more than a product - it’s a brand you’re into.
For context: her Instagram audience now sits at 6.2 million followers, with an average engagement rate of 3.75%, well above industry norms (source).
Product appeal & brand values
The product didn’t just work. It matched what I value:
Female-founded
Eco-conscious
No waste
Beautifully simple packaging
And it doesn’t try too hard
It’s easy to love a product when it delivers. But when it also reflects the person behind it - values, tone, purpose - that’s when you get a real brand moment.
Stacey’s brand evolution
Stacey’s journey isn’t one of reinvention - it’s one of evolution. She hasn’t changed who she is. She’s grown into herself. And she’s let us grow with her.
REHAB. feels like the natural endpoint of that story - for now.
Not just another brand deal.
Not just a pretty product.
A business move that says: I know what I’m doing.
And she does. Bravo Miss Solomon!
