Joe Swash’s Desperate New Venture Sparks Tension with Stacey Solomon: “A New Low” for the Former Soap Star
Joe Swash’s career has taken a surprising turn in recent months as the former EastEnders star now finds himself promoting everything from hair-growth products to electronic eye-massage masks on TikTok. The 44-year-old actor, who has been bankrupt twice in the past, is now heavily involved in commission-based advertising, a stark contrast to the flourishing empire of his wife, Stacey Solomon.
Once known for his party-loving antics and his role as Mickey Miller on EastEnders, Joe’s recent business endeavors have raised eyebrows. On TikTok, he showcases various products to his 107,000 followers, with every post carrying the label “commission paid,” making it clear that these are paid promotions. The sight of Joe trying to sell gadgets while Stacey, 36, humorously heckles him in the background has sparked mixed reactions.
A Financially Imbalanced Partnership?
Sources close to the couple have voiced concern over Joe’s new venture. One insider commented, “This really is a new low for Joe. You have Stacey running a multi-million-pound empire while he’s doing commission-paid ads for gadgets on TikTok.” The contrast between Joe’s increasingly desperate attempts to make money and Stacey’s commercial success is becoming harder to ignore.
Stacey, who has built a £10 million empire spanning television shows, brand partnerships, and product ranges, has had little patience for Joe’s antics. In one TikTok video, she openly mocks his sales pitch, even calling one of the gadgets a “load of crapola.” The tension is palpable as she interrupts Joe’s pitch for a £29.99 face mask, saying, “You’re going to have the driest eyes in Essex.”
From Celebrity Winner to Financial Struggles
Joe’s financial troubles have been well-documented. Despite winning I’m A Celebrity… Get Me Out of Here! in 2008, his finances quickly spiraled. By 2008 and again in 2013, Joe was declared bankrupt due to unpaid tax bills. His spending habits, exacerbated by ADHD, have resulted in several impulsive purchases, including bizarre gadgets bought on TikTok Shop, which he has openly admitted to in interviews.
In a revealing podcast appearance last year, Joe confessed to buying strange items like a slingshot chicken finger toy—purchases that have drawn the ire of Stacey, who has said she’s not comfortable with his online shopping habit.
Stacey’s Empire Continues to Grow
While Joe struggles with online promotions, Stacey’s career continues to soar. Recent filings revealed that Stacey’s company, Key Map Entertainments Ltd, which manages her television and commercial deals, was valued at £10.1 million for 2025. This represents a significant increase from the previous year, as Stacey has capitalized on lucrative collaborations with brands like Primark, George at Asda, Abbott Lyon, and REHAB, not to mention her successful parenting podcast.
In stark contrast, Joe has been using TikTok as a platform to hawk products in a bid to stabilize his finances. However, his approach has been met with little success, particularly as Stacey’s wealth and influence continue to rise.
A Tense Dynamic at Home
The tension between the couple’s financial trajectories is becoming evident, both online and at home. While Stacey has been the financial driving force behind their household, Joe’s sporadic efforts to create his own income stream through TikTok promotions have only highlighted the disparity between their careers.
Stacey and Joe’s BBC series, Stacey & Joe, offers viewers a glimpse into their domestic life at Pickle Cottage, where they raise their blended family of six children. However, moments from the show have hinted at a deeper imbalance in their relationship, with Joe admitting at one point that he sometimes feels like a “problem” in Stacey’s otherwise “perfect” life.
Will Joe Find His Footing?
It remains to be seen whether Joe will find a sustainable career path outside of TikTok promotions or continue down this controversial route. But one thing is certain: the dynamic between him and Stacey is evolving, and her growing financial independence might be more than just a source of tension—it could be the key to the couple’s future.
Stay tuned for updates as the story unfolds, and for more insights into the Solomon-Swash household.
