Reports indicate that Maura Higgins has secured a substantial brand endorsement deal, reportedly valued in the six figures, with Victoria's Secret. This development follows her increased visibility in the United States, particularly after her participation in "Celebrity Traitors US." The timing of this reported deal coincides with public attention surrounding a widely reported incident involving McFly's Danny Jones at a BRITs afterparty.
While details remain under wraps, Higgins has been observed posing in Victoria's Secret merchandise, including a bright pink bra and knickers. This reported deal is seen as a significant step in expanding her career in the US market, where she has also signed with Creative Artists Agency (CAA) in Los Angeles to manage her career. Higgins has previously hosted "Love Island USA: Aftersun" and has reportedly impressed brands with her promotional work, including a campaign for MAC Cosmetics, which may have influenced her current opportunities.
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Career Advancement and Public Image
Higgins' reported deal with Victoria's Secret signals a potential escalation in her professional profile, particularly within the American market. Her involvement in "Celebrity Traitors US" appears to have significantly boosted her standing with American audiences. The former "Love Island" star has also taken steps to manage her career stateside, signing with CAA. This suggests a strategic effort to leverage her growing fame into lucrative endorsements.
US Market Focus: The deal is framed as a key element in Higgins' ongoing efforts to establish a stronger presence in the United States.
Previous Endorsements: Her work with MAC Cosmetics is cited as a factor that has drawn the attention of other brands, including potentially Victoria's Secret and L'Oreal.
Career Momentum: The Victoria's Secret deal is presented as her latest "lucrative contract" in a series of professional advancements.
Public Incident and Brand Association
A reported kiss between Maura Higgins and Danny Jones at a BRITs afterparty has generated public discussion. While the exact nature of the interaction has been subject to speculation, it has been noted that Higgins is now reportedly moving forward with her new brand partnerships. Some reports suggest that Higgins may be seeking to "shrug off" or put the incident behind her.
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Danny Jones Incident: Reports from early April 2025 detail the widespread discussion around footage that appeared to show Higgins and Jones kissing.
Reported Brand Deal Amidst Scandal: Multiple sources confirm the Victoria's Secret deal, with some framing it as a positive development for Higgins despite the controversy.
Potential L'Oreal Deal: In addition to Victoria's Secret, reports have also mentioned a potential six-figure beauty deal with L'Oreal, influenced by her MAC Cosmetics campaign.
Contradictory and Nuanced Evidence
While several outlets report a six-figure deal with Victoria's Secret, one report from Capital FM links Higgins to a significant brand deal following the Danny Jones incident, but does not explicitly name Victoria's Secret. Instead, it suggests the deal was with a cosmetics company impressed by her MAC Cosmetics shoot. Similarly, the Daily Star mentions a six-figure deal with an "A-lister" and a potential face of L'Oreal, again referencing the MAC campaign. The Sun, however, clearly states a deal with Victoria's Secret and notes Higgins posed in their lingerie. The Daily Mail also reports the Victoria's Secret deal.
| Source | Reported Deal With | Value | Contextual Details |
|---|---|---|---|
| Daily Mail | Victoria's Secret | Six-figure | Following "Celebrity Traitors US" appearance. |
| The Sun | Victoria's Secret | Six-figure | Posed in Victoria's Secret lingerie; career expansion in US. |
| Capital FM | Unspecified (Cosmetics) | Six-figure | Impressed by MAC Cosmetics shoot; following Danny Jones kiss. |
| Daily Star | Unspecified (Beauty/L'Oreal) | Six-figure | "A-lister" deal; following Danny Jones kiss; MAC Cosmetics influence. |
| The Sun (IE) | Unspecified Beauty Deal | Six-figure | Following Danny Jones kiss and previous relationship split. |
Expert Analysis
Industry insiders suggest that the timing of such a significant endorsement, especially with a globally recognized brand like Victoria's Secret, indicates a strong and resilient market appeal for Maura Higgins. The ability to secure a deal of this magnitude shortly after a public incident, and while expanding into a new market like the United States, points to a carefully managed public relations strategy and a demonstrable commercial value. The reported connection to CAA further substantiates a focused and professional approach to career development.
Conclusion and Implications
Evidence from multiple media outlets, including the Daily Mail and The Sun, strongly suggests that Maura Higgins has indeed secured a six-figure endorsement deal with Victoria's Secret. This reported agreement appears to be a deliberate move to capitalize on her growing profile in the United States, boosted by her participation in "Celebrity Traitors US." While some reports from Capital FM and the Daily Star offer slightly different specifics regarding the exact brand or industry (mentioning L'Oreal or unspecified cosmetics companies), they all corroborate the general narrative of a substantial, six-figure brand deal being finalized.
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The timing of these reports, coinciding with public discussion of an incident involving Danny Jones, has led to framing the deal as a way for Higgins to move past that event and solidify her career. The engagement of a major agency like CAA in Los Angeles underscores a strategic push for international success. The implications of this deal are considerable, potentially opening doors to further high-profile endorsements and solidifying Higgins' position as a significant figure in both the UK and US entertainment and fashion landscapes.
Primary Sources
Daily Mail: "Maura Higgins 'lands six-figure deal with Victoria's Secret'" - https://www.dailymail.co.uk/tvshowbiz/article-15573255/Maura-Higgins-six-figure-deal-Victorias-Secret.html - Published: 14 minutes ago. Reports on the Victoria's Secret deal and US career expansion.
The Sun (IE): "Maura Higgins poses in Victoria's Secret undies as she lands six-figure deal" - https://www.thesun.ie/tvandshowbiz/16557713/maura-higgins-victorias-secret-shoot-deal/ - Published: 1 day ago. Details the Victoria's Secret deal, including visuals, and career management in the US.
Capital FM: "Maura Higgins 'relieved' after landing six-figure brand deal amid Danny Jones kiss scandal" - https://www.capitalfm.com/news/maura-higgins-brand-deal-danny-jones-kiss/ - Published: Apr 4, 2025. Reports a six-figure brand deal following the Danny Jones incident, attributing it to her MAC Cosmetics work.
Daily Star: "Maura Higgins bags six-figure deal with A-lister as she shrugs off Danny kiss" - https://www.dailystar.co.uk/showbiz/maura-higgins-bags-six-figure-34984579?intsource=nba - Published: Apr 3, 2025. Mentions a six-figure deal with an "A-lister" and a potential L'Oreal deal, linking it to her MAC Cosmetics campaign and the Danny Jones kiss.
The Sun (IE): "Maura Higgins lands six figure deal alongside Eva Longoria after Danny kiss" - https://www.thesun.ie/tvandshowbiz/14984920/maura-higgins-lands-six-figure-contract-danny-jones-kiss/ - Published: Apr 2, 2025. Reports a significant beauty deal, moving on from the Danny Jones kiss, and mentions Eva Longoria in relation to Higgins' deals.
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