"Sam Faiers Explores the World with a New Travel Companion While Her Partner Stays Behind – Will Her A-List Imitation Plans Backfire?"

SHE’S risen from reality star to legitimate businesswoman, with a multimillion pound skincare brand to her name.

Now, as launches her new ‘curated space’ for fans, called The Samantha Faiers Lifestyle Edit, we can reveal why her growing closeness to her “most trusted” business partner has got people talking – and how her bid to rival Gwyneth Paltrow’s brand could be harder than she anticipates.

Sam Faiers is launching her new ‘curated space’ for fans, called The Samantha Faiers Lifestyle Edit Credit: Shutterstock Editorial But her growing closeness to business partner John Bailey has got people talking as the pair have now become inseparable Credit: Linkedin/Revive Collagen

According to sources close to , she and businessman John Bailey have become inseparable, as they “build an empire”, while her partner of eleven years, , holds things down at home with their three children.

John and Sam, 35, have known each other for well over a decade, working on everything together from her channel to their hugely successful , which they co-founded during .

And as they become more successful, pals have given an insight into just how involved John is with Sam’s life.

“John has become a real confidant for Sam and not just over matters for their brand, as they travel the world together, building an empire,” our insider says.

“He now looks after all her PR and has a real input into what she does and doesn’t do.

“He’s an incredibly savvy businessman and has advised her on her latest project, the curated ‘edit’. While has been holding the fort at home John has become her biggest cheerleader.”

And when it comes to business, he’s also a no-nonsense go-getter who isn’t afraid to step on a few toes.

“John can be tricky to deal with,” one well placed insider says. “He’s very protective of Sam and what they’ve built, so he doesn’t give people easy access to her.

“In a sense he knows her worth and for Sam that is a very reassuring thing, to have someone on her side that will fight for her.

“She definitely thinks of him as her most trusted right hand man. They trust each other implicitly and she’s more than happy for him to make decisions.”

Indeed the pair are no strangers and have been working together since 2016, when Sam first signed to John’s talent agency, Contego 360.

At the time John said, “We are excited to be working with Sam in order to develop her brand and drive the growth of her digital assets globally.’

In the same year, when Sam launched her YouTube channel, John was credited as a producer on the videos.

They then went on to set up a clothing company called All Bits London , which closed soon after. The process was a huge learning curve for them both.

“We made a lot of mistakes, but it gave us the education we needed to build another business and make it successful,” Sam and John said in a rare joint interview in 2024. “We came up against some challenges.”

It didn’t deter them though and Revive, which has just announced as brand ambassador, continues to go from strength to strength since they launched it in 2020.

Sam’s partner of eleven years Paul Knightley is holding things down at home with their three children while she grows her business Credit: Instagram/@samanthafaiers John is a ‘real confidant’ for Sam with the pair hoping to build an empire and travelling the world together Credit: Instagram

However, according to our source, while Sam has nailed this particular product, industry bigwigs aren’t convinced she’ll be able to match up to the likes of and , who have created lifestyle and wellness brands such as Goop and , respectively, when it comes to the Samantha Faiers Edit.

Each day on her page she offers fans “daily inspiration”, showcasing outfits and products, with links on where to buy “the pieces I genuinely love”.

Our source believes that putting herself into the lifestyle/wellness sphere, like Gwyneth, Meghan and even ’s project, won’t necessarily equate to overnight success, especially given Sam’s controversial past.

“Sam knows people are fascinated about her lifestyle and she’s keen to market that and make some ,” our source says.

Industry bigwigs aren’t convinced the reality star will be able to match up to the likes of Gwyneth Paltrow and Meghan Markle, who have created lifestyle brands Credit: Instagram / samanthafaiers Sam has had some controversies over the years, including a sunscreen row and choosing holistic medicine when it came to her sister Billie’s son’s health issues Credit: Shutterstock Editorial

“She sees herself as part of the A-list gang now and wants to be seen as the UK’s Gwyneth. Industry experts aren’t completely sold on it though because they know she has some controversial opinions on things and at times her advice has been a bit wacky. It has the potential to crash and burn.”

Indeed Sam’s controversial statements in the past include claims that sunscreen contains “pretty harmful and ” and she . The myth was immediately debunked by experts.

She’s also come under fire for her “dangerous” views on choosing over doctors when it came to her sister ’s son’s issues, and fans have criticised her stance on co-sleeping, which she’s done for a decade with her kids.

PR Denise Palmer-Davies, director of Borne Media, agrees it will be tough for Sam to go toe to toe against Gwyneth, Holly and co, but with a loyal fanbase behind her – as well as John at her side – it’s not impossible.

“The wellness industry is one of the hardest spaces for any public figure to enter successfully because consumers expect authenticity, credibility and consistency at all times,” she explains.

“The public can also be incredibly unforgiving, particularly when past comments or controversies resurface, as we’ve seen previously with the sunscreen debate.

“In wellness, audiences are not simply buying products, they are buying into the person, their lifestyle and their values. However, Sam already has something many celebrity founders struggle to achieve – which is longevity and audience trust.

“People feel as though they have grown up alongside her, and that connection is hugely valuable.

“While comparisons to Goop are inevitable, Sam’s strength lies in creating something that feels far more accessible to the British market.”

And Denise agrees that it’s not something Sam could have done alone – meaning John’s contribution has not gone unnoticed by experts.

“A huge part of that success will also come down to the team around her,” she adds.

“Celebrity-led brands do not become successful purely because of fame, they succeed when there is a strong infrastructure behind them helping shape the messaging, positioning and long-term vision.

“Sam has clearly built a solid team within the industry who understand how to help her mature publicly and transition from personality into credible business founder.”