Joe Swash, once the lovable EastEnders star and I’m A Celebrity… Get Me Out of Here! winner, has caused quite a stir with his latest venture. Instead of the glamorous TV gigs many fans might expect, Joe has turned to promoting low-cost gadgets on TikTok Shop. From hair-growth shampoo to eye-massage masks, he’s been actively selling products to his 107,000 followers—something that’s raised more than a few eyebrows.
However, Joe’s latest online hustle has some fans wondering whether this marks a new low in his career trajectory, especially as his wife, Stacey Solomon, continues to build a £10 million empire. Fans and insiders alike have begun questioning if Joe’s side hustle is a desperate attempt to remain relevant in the public eye, while his wife’s massive success shines even brighter. 💸
Stacey’s Snarky Commentary: ‘What Is The Point?’ 🤨
In a series of TikTok videos, Joe attempts to sell various products—most of which are priced at budget levels like £29.99 for an eye massager. However, Stacey has been caught on camera openly mocking his sales pitch.
In one video, Joe introduces a “£25 hair-growth shampoo” and says, “If you’re losing your hair and want to get it back a little bit, this is the one.” But his wife, Stacey, swiftly interrupts: “Give up the ghost, mate. Shave it off. I can tell you right now, it ain’t gonna work.” 😅
The couple’s playful back-and-forth has amused some fans, but others are finding the situation increasingly uncomfortable. Stacey, 36, who has become one of Britain’s most successful stars through her multi-million-pound empire in TV, homeware, and brand partnerships, has been heard mocking Joe’s attempts at sales, saying, “What do you mean it blows on your eyes? What is the point in that? You’re gonna have the driest eyes in Essex.” 💔
A Striking Career Imbalance ⚖️
As Joe promotes products on TikTok, Stacey has seen her business soar. Recent filings show that Stacey’s company, Key Map Entertainments Ltd, was valued at £10.1 million for 2025, a significant jump from the previous year. She has built her empire through lucrative collaborations with Primark, George at Asda, REHAB haircare, and her parenting podcast, among other projects.
In contrast, Joe’s financial history has been far less stable. Despite his early fame and I’m A Celebrity win, Joe has faced two bankruptcies due to unpaid bills. In 2017, he openly admitted he had been reckless with his money, saying, “I went out every night and had a house with a mortgage. When you’re young, you think it’ll never end. I thought I was going to be on EastEnders forever.”
Joe’s TikTok Addiction & Impulsive Purchases 🛒
Joe has also been open about his TikTok addiction, revealing he frequently buys bizarre gadgets online. In a podcast appearance last year, he confessed to spending money on a slingshot chicken finger toy, admitting that Stacey wasn’t “comfortable with my TikTok addiction.” He even said, “I’m going to be in real big trouble with Stacey because I’ve just wasted more money on some other pointless product.”
It’s clear that Joe’s financial impulsiveness is causing strain, both on his finances and his marriage. While Stacey has firmly built her career on carefully curated projects, Joe’s approach seems to be about quick cash grabs, leaving many to question his long-term strategy. 😬
The Family’s Financial Power Struggle 💥
Despite presenting themselves as an equal partnership in front of the camera, insiders suggest that Stacey Solomon has always been the primary financial force in their household. The couple’s £1.2 million Pickle Cottage was purchased entirely in Stacey’s name, with Joe’s past financial instability making him a non-entity when it came to property deals.
One industry insider stated, “Stacey is very much the breadwinner. She built the empire. Joe is living off her success.”
While the couple presents themselves as a happy, balanced team on their BBC show, Stacey & Joe, viewers have picked up on subtle signs that tensions may be bubbling beneath the surface. In one episode, Joe admitted that sometimes he feels like a “problem” in Stacey’s “perfect” life—a remark many fans took as a slip of the tongue revealing his growing dissatisfaction.
Is Joe Swash’s Desperation Getting Too Obvious? 🤨
Despite his desperate attempts to sell products on TikTok, many fans are skeptical about Joe’s sincerity as an online entrepreneur. It’s clear that Joe’s financial struggles are deeply linked to his past choices, but his current venture to promote cheap gadgets might not be enough to rebuild his brand.
While Stacey continues to climb, solidifying her role as one of the UK’s most successful stars, Joe seems to be left chasing fame through questionable side hustles. Will he ever find his place in the spotlight, or has his latest venture shown that he’s stuck trying to keep up with his wife’s massive success?
