The transition from a television personality to a business owner often meets both public interest and professional doubt. Stacey Solomon, known for her roles on Loose Women and various reality programs, is currently testing her reach in the high-end retail market. Her beauty brand, REHAB., recently moved from a digital-only and limited retail presence into Selfridges, one of the most famous department stores in London. This move marks a shift for the company as it attempts to move beyond the label of a "celebrity side hustle" into a serious competitor in the hair and skincare industry.
The stakes for this expansion are high. While Solomon’s large social media following provides a ready-made customer base, the brand must now perform alongside established global luxury names. The opening of the "Prescription Bar" at the Oxford Street location is not just a marketing event; it is a test of whether the brand’s focus on "ritual-led self-care" can sustain long-term growth in a physical retail environment.
Read More: Spring 2025 Makeup Trends Focus on Natural Skin and Expressive Eyes
Timeline of Growth and Key Actors
The development of REHAB. has followed a clear path from a small startup to a brand with national retail space.
2023: Stacey Solomon joined the brand as a business partner. At this time, the company was led by co-founders Vicky Ellis and Anastasia Tozer.
February 2025: The brand officially launched its "Prescription Bar" at Selfridges in London. This followed an earlier retail presence in Harrods’ H Beauty.
July 2025: Reports indicate the launch of the "Body Retreat" collection, which includes body oils, scrubs, and milk.
Current Status: The brand is focusing on international expansion while maintaining its own website and physical "pop-up" locations.
The primary figures in this expansion include:
Stacey Solomon: Co-owner and public face of the brand.
Vicky Ellis & Anastasia Tozer: Founders who manage the product formulas and business strategy.
Selfridges: The retail partner providing the physical space for the brand’s "Prescription Bar."
Documented Evidence and Business Data
Public records and official statements highlight the specific nature of the products and the business model used by REHAB.
"Expanding into bath and body is a pivotal moment for REHAB. It is a natural evolution of our mission to deliver transformative, ritual-led self-care beyond just hair." — Vicky Ellis and Anastasia Tozer
Product Line: The brand focuses on "vegan and cruelty-free" items. Key products include Dose 1.0 Hair Oil (capsule format), shampoo and conditioner sheets, and the new Body Retreat line featuring "Quenching Body Milk."
Retail Concept: The "Prescription Bar" at Selfridges functions as a personalized beauty destination. Staff offer "tailored product recommendations" based on individual customer needs.
Business Valuation: Reports suggest the brand has reached a "six-figure" value, though specific financial documents were not released in the public statements.
Core Insight: The brand relies on "eco-friendly" innovations, such as dissolvable sheets and oil capsules, to differentiate itself from traditional liquid beauty products.
Analysis of the Business Strategy
From Online Influence to Physical Retail
The brand started by selling directly to consumers online. This allowed them to use Stacey Solomon's social media presence to drive sales without the cost of a shop. However, the move to Selfridges suggests a need for "prestige." Being in a physical store on Oxford Street allows customers to touch and smell the products, which is vital for high-end beauty. Is the move to physical retail a way to prove the brand’s quality to those who do not follow celebrity news?
The "Side Hustle" Label vs. Professional Growth
Some media outlets refer to the brand as a "money-making side hustle." This wording implies the business is secondary to Solomon’s TV career. In contrast, the founders and Solomon present the brand as a serious "empire" with "results-driven" formulas. This creates a tension between how the public sees the brand (a celebrity product) and how the company sees itself (a scientific beauty innovator).
Read More: Paramount Wins Warner Bros. Discovery Bid Over Netflix After Deal Reevaluation
| Factor | Celebrity Brand View | Professional Beauty View |
|---|---|---|
| Main Driver | Social media followers and "star power." | Product formulas and unique delivery (capsules). |
| Target Audience | Fans of Loose Women and Stacey Solomon. | High-end shoppers looking for luxury skincare. |
| Longevity | Linked to the celebrity's current popularity. | Linked to retail partnerships like Selfridges. |
Product Innovation as a Survival Tool
The beauty market is crowded. REHAB. uses specific designs, like hair oil capsules and shampoo sheets, to stand out. These products are marketed as "eco-friendly" and "easy to use." By focusing on "rituals" rather than just "washing hair," the brand attempts to sell an experience. It remains to be seen if these unique formats are seen as useful innovations or simply clever packaging.
Expert Perspectives on Brand Expansion
Business analysts note that the partnership between a celebrity and experienced founders is a common way to scale a business quickly. Stacey Solomon provides the "voice," while Ellis and Tozer provide the industry knowledge.
Read More: Amazon Offers Up To 51% Off Medicube Skincare Products This Week
Industry insiders suggest that the "Prescription Bar" concept is a response to a trend where shoppers want "bespoke" or personalized help rather than just buying a bottle off a shelf. The success of this launch is likely being watched by other retailers who are deciding if "influencer-backed" brands have the staying power to hold permanent space in luxury stores.
Investigation Findings
The launch of the REHAB. "Prescription Bar" at Selfridges represents a significant step in the brand’s move toward the mainstream luxury market.
Financial Growth: The brand has transitioned from a small online shop to a "six-figure" business with high-end retail partners.
Product Shift: There is a clear move from hair-only products to a full "head-to-toe" body care range.
Retail Presence: The brand is now present in both Harrods and Selfridges, two of the most difficult retail spaces to secure in the UK.
Next Steps: Observers will likely look for data on international sales. The founders have stated they are "actively working" on global expansion. The long-term success of the brand may depend on whether it can maintain its "eco-friendly" identity while scaling up production for a global market. It also remains unclear if the brand can maintain its momentum if Stacey Solomon reduces her personal involvement in the marketing.
Read More: Paramount to buy Warner Bros. Discovery after Netflix stops bidding on Feb 26
Primary Sources and Context
London Standard: Stacey Solomon haircare brand Selfridges - Reports on the celebrity event and the "AW26" presentation.
Daily Star: Stacey Solomon money-making side hustle - Focuses on the celebrity attendees and the "Prescription Bar" concept.
Retail Week: Hair care brand Rehab launches in Selfridges - Provides business-focused details on international goals and product types.
Yorkshire Businesswoman: Brand co-owned by Stacey Solomon - Confirms the 2023 partnership date and brand history.
The Mirror: Stacey Solomon career update - Details the "Body Retreat" collection expansion.
OK! Magazine: Stacey Solomon bodycare line - Focuses on product benefits and specific items like "Quenching Body Milk."
