Sam Faiers’ big TV comeback overshadowed by huge controversy for ‘alienated star’ as Essex set ‘abandon her’

SHE was once the inoffensive smiling golden girl of reality TV, notching up a £9million fortune as the UK’s answer to Kim Kardashian.

But as she returns to TV with sister Billie, Sam Faiers has found herself swept up in a serious controversy and The Sun understands her actions haven’t just upset viewers and her loyal fans.

Just months after we revealed that Sam ‘s partner Paul Knightley has been struggling with their relationship ‘dynamic’ , we can reveal she has alienated many in her old Essex circle thanks to her ‘dangerous and offensive’ health advice.

The star has sparked outrage with a string of controversial health claims, from shunning suncream to posting about ‘radiation free’ alternatives to mammograms and encouraging her sister Billie to avoid antibiotics and treat her Lyme disease ‘holistically’.

“Many of her former friends in Essex don’t understand what’s happened to Sam or why she is saying such strange things,” spills a Brentwood local who has known Sam for years, and claims several of the local Whatsapp groups are abuzz with this.

“Not many of us agree with these views, we think it’s all a bit weird.”

“It’s like she’s gone really Hollywood and woo woo – it would be funny if some of it wasn’t concerning. It’s like she’s forgotten she is not a doctor with a medical degree.”

In recent years, the 34-year-old TV star and entrepreneur, who now lives in a £2.25million mansion in leafy Surrey, has raised eyebrows when she has talked about her ‘holistic’ approach to health.

Sam, whose first job was working in a bank, started out claiming she has got her debilitating Crohn’s disease under control ‘naturally’ , in part by drinking ‘nutritionally balanced shakes’, and also said she was ‘healing’ her son Edward’s eczema with dietary changes and that old wellness industry staple, apple cider vinegar.

“Initially it just seemed as if Sam was dabbling in some alternative remedies, which anyone would given how poorly she had been with her Crohn’s,” says one pal who admits they are no longer in regular contact with the star.

“When you are ill all the time, you look for anything that will make you feel better, and like any good mum, when Paul was suffering with his eczema, you explore all avenues to improve their symptoms.

“But then, like many people who delve into the world of natural medicines, some of us started to worry that Sam was in danger of becoming a bit too ‘out there’ with some of her approach to health and wellbeing.”

Earlier this year on social media, Sam also promoted a ‘radiation free’ Thermoscan to check breast health, prompting a furious fallout with many commentators accusing her of casting doubts on the effectiveness of traditional NHS mammograms.

NHS mammograms, offered to women above the age of 50, is the “best way to spot cancers at an early stage”, the NHS guidance says – the screening programme saves an estimated 1,300 lives every year.

NOT SO SUNNY

And the backlash reached fever pitch this summer when many felt like Sam crossed a line by admitting she doesn’t use suncream on herself or her kids.

In an Instagram Q&A last month, Sam appeared to pedal a concerning conspiracy theory that she and her kids don’t use SPF because of ‘toxic’ ingredients, claiming they have “built up a tolerance” to sunburn.

Asked which sun lotion she used, Sam, who is mum to Paul, 5, Rosie, 5, and three-year-old Edward, shared: “So this is always a bit of a controversial one, but honestly, me and my whole family don’t actually wear sunscreen. 

“Over the years, the kids have built up a really good tolerance to being in the sun. Of course, if it’s really hot and the sun feels too harsh, I’ll make sure we head into the shade.. usually around lunchtime we’ll go in, have something to eat, and just avoid those peak hours.” 

She went on: “I’m really careful about sunscreen in general, because a lot of them are actually pretty harmful and full of toxic ingredients.

“If you do want to protect your kids, I think SPF swimwear is such a good and safer option. But also, don’t be afraid of the sun! Early in the morning or later in the afternoon when it’s not as strong, I love letting the kids run around and soak it up it’s so good for them.”

Dermatologists furiously deny theories that SPF is ‘toxic’ or harmful , and have had to step up this messaging in the wake of a growing army of TikTokkers pedalling misinformation.

The increase in sunbed use, tanning trends and misinformation, plus people ignoring advice, is “also sadly fuelling the rapid rise in skin cancer cases”, says Marie Tudor of skin cancer charity SKCIN .

She says the spike in anti-SPF sentiment is “incredibly sad to witness”, adding: “The rise in anti-SPF supporters, driven by misinformation on social media, is a mammoth concern.

“This damaging content is influencing a younger generation who are highly susceptible to sun damage and is further fuelled by tanning trends and products.

“Sadly, such misinformation is without doubt going to cost lives.”

Consultant clinical oncologist Dr James Wilson, who specialises in skin and lung cancers, agrees.

“Everybody thinks it’s not going to happen to them,” he adds.

“I’ve got young people in my clinic who presented with metastatic [advanced]  melanoma . I’ve had a number who have died, leaving young children behind.

“Rumours of a risk should not put you off doing a behaviour that we know is protective.”

When it comes to her alternative approach to treating Edward’s eczema as a baby, Dr Jonathan Kentley , an  NHS  dermatologist at London’s Chelsea and Westminster Hospital, says “holistic care does matter” – but while some remedies are harmless, others risk an unhappy baby.

He tells Sun Health : “When it comes to caring for babies with eczema, it’s easy to see why parents turn to natural or holistic approaches.

“We know that nutrition, sleep, stress, and the environment can all influence skin health. In some babies, food allergies or intolerances do contribute to eczema, particularly in the very young.

“But food is only one piece of the puzzle. The cornerstone problem in eczema is a faulty skin barrier, meaning that skin loses water easily and becomes inflamed, itchy, and prone to infection.

“Supporting this barrier with gentle moisturisers and, when needed, anti-inflammatory creams is still the most evidence-based approach we have and is known to be safe under expert supervision.

“Cutting out multiple major food groups, on the other hand, can sometimes do more harm than good.

“The bigger concern is that severe or uncontrolled eczema isn’t just uncomfortable; it can lead to skin infections, poor sleep, and significantly impact a baby’s wellbeing. In rare cases, widespread eczema can even cause life-threatening infections if left untreated.”

Indeed Sam has been met with such a furious backlash on socials aboout her ‘anti-SPF’ commentary, it’s prompted her to respond that she was “just sharing my experience and tips” while caveating that she was “not an expert.”

But many who go back years with Sam say her comments not only left them concerned, but caused them to give her a wide berth.

One confided: “There is no doubt Sam loves her kids and would never intentionally harm them, but we worry about her children’s health as not putting suntan lotion on them could seriously harm them – it’s just so irresponsible. I was very upset when I heard what she was saying and the impact it could have on her kids and her impressionable fans. 

“It’s why Sam doesn’t have that many friends here now – it’s hard to stay in touch with someone like that when a lot of things they are saying are at odds with what most of us think.”

FAMILY TIES

And now it appears Billie has been influenced by her sister too.

In their new ITV2 show Sam and Billie: Sister Act, which launched this week, Billie gets emotional after learning she has been diagnosed with Lyme disease – a debilitating bacterial infection transmitted by infected ticks.

If left untreated can cause bullseye rashes, flu-like symptoms, neurological and heart problems.

In one scene, Billie chats to her medical team, where she is told by her doctor has advised she takes a three-week course of antibiotics , Sam is seen in the background looking concerned.

“I’m not saying an antibiotic isn’t for some people, but you need to get to the bottom of it,” Sam tells Billie, adding: “You just need to strip it all back. Detox your body and start afresh.”

Doxycycline, an antibiotic, is the first line treatment for Lyme disease for adults and older children. Guidelines from the NHS drug watchdog, Nice, say a second course should be considered if symptoms persist.

Lyme Disease UK told The Sun: “Lyme disease is a serious bacterial infection and it is important it is diagnosed as promptly as possible and treated with antibiotics to minimise the risks of any longer term symptoms developing.”

Billie goes on to say in her VT: “I know my sister is giving me the advice to go down the natural route to cure it, and that is something I will definitely be looking into, but at the moment I just need to process everything.”

Sam is then seen telling Billie: “When I get home I am project ‘Holistic Sam’. We are going to get you better I promise.”

Filming for the episode took place earlier this year, and last week in an interview with OK! Magazine, Billie confirmed she had gone down the holistic route to get better.

“My body wasn’t responding to antibiotics any more,” Billie told the publication. “After the last course, I actually got worse. I was so unwell. It was only after Sam introduced me to a holistic doctor and I started taking natural medicines that I started to notice a difference and things slowly began to turn around.”

Friends also cite another moment in the opening episode of Sister Act which has caused a stir – a scene in which Sam gives Billie advice over her son Arthur’s inflamed tonsils.

Billie shares that doctors have advised to take Arthur’s tonsils out after repeated infections because the tonsils ‘serve no purpose’ in the body.

Sam disagrees, weighing in: “Everything in your body serves a purpose” before suggesting Billie explores intolerance tests.

“It’s clear Sam means well but a lot of us think she should be more aware of how she comes across. She needs to think about her brand and her image – she has worked really hard to get to where she is today and she doesn’t need any negative publicity affecting the empire she has built.”

Sam’s approach to health – i.e, a holistic one – dates back to her Crohn’s diagnosis, in 2014.

Crohn’s disease is a chronic inflammatory bowel disease where the immune system mistakenly attacks healthy tissue in the gut, causing symptoms like severe diarrhoea, fatigue and malnutrition.

While people can find alternative treatments helpful – like identifying trigger foods, eating an anti-inflammatory diet or reducing stress – Crohn’s & Colitis UK warns there is “little or no evidence” of such therapies.

The charity told The Sun: “Crohn’s and Colitis are complex, lifelong conditions, for which there is no cure. Treating them is different for everyone, and what works for one person might not work for someone else.

“For most people, Crohn’s and Colitis fluctuates, so you may have periods where your symptoms improve – in remission – and then times when they worsen or flare up.

“There are lots of treatments available, including medicines and surgery. Finding the right treatment is a balancing act involving teams of doctors and nurses working alongside patients to help them live the lives they want. You should always consult your clinical team before changing, stopping or starting new treatments.”

Medications, such as immunosuppressants and anti-inflammatories, put patients into remission.

MONEY TALKS

Since leaving Towie, both Sam and Billie have raked in the cash, with Billie worth an estimated £4million and Sam coining it in with an £8million fortune.

Sam co-founded her brand Revive Collagen five years ago, and it now has a string of celebrity ambassadors from Amanda Holden to Kardashian hair stylist Chris Appleton.

The business has been so successful, it is stocked in US stores and sales have notched up more than £13million in revenue.

But while Sam’s devotees are more than happy to sip her sachets in a bid to achieve the product’s promise of ‘beauty from within’, an industry insider warns her brand could be affected if she continues to spout health claims.

“She looks incredible so it makes you want to buy whatever she’s selling, but as her stance has become less and less mainstream, a lot of people may be put off,” one brand expert tells us.

Similarly, her TV work is lucrative but it’s well known in the industry that network bosses monitor the public response to their talent, and this backlash won’t have escaped ITV .

One TV source tells us: “ITV keep an eye on the discussions surrounding all of their on-screen talent, they have to because it can impact their own brand. It’s not that Sam is under any kind of unusually close monitoring, but whenever there is any controversy or backlash, telly bosses are aware of it.

“ITV love both Sam and Billie, and obviously Sam is entitled to her opinions, but she would be wise to keep certain viewpoints out of the public sphere or she’ll become more known for sparking controversy than everything she has worked so hard to achieve.”

A spokesperson said: “Samantha recognises the importance of professional medical guidance and supports people in making informed decisions that are right for them.

“She has made it clear these are her personal views, based on her own health choices and experiences, and encourages individuals to do their own research and choose what works best for them.”