How Molly-Mae copied Kylie Jenner’s ‘air of mystery’ to make millions with ‘BBL bodies’ & ‘demure’ mum styles in common
SHE finished Love Island 2019 as the runner up – but in the five years since, Molly-Mae Hague has become the show’s real winner.
The 25-year-old has swiftly become the UK’s most loved influencer and has proved that she’s much more than a former reality TV contestant – with a staggering personal net worth of over £6m.
In fact, the mum-of-one, who recently launched her fashion brand Maebe after calling it quits with Tommy Fury, 25, has become the UK’s Kylie Jenner, 27.
Much like the make-up mogul, who is estimated to be worth around £530 million, Molly-Mae not only has an introverted and unaccessible nature, but she’s also proved that she can succeed in business, whilst being a single mother.
Molly-Mae, who doesn’t comment on Love Island or even appear on TV these days, previously told The Sun: “I think a lot of it has come to light about me distancing myself from the show because of the new show, but really I have been doing that from the very start.
“When I came out of Love Island, I never wanted to be known as a Love Islander because I felt it closed me off to a lot of other opportunities that I have now explored in the way I distanced myself.”
And not only is the Filter founder now a force to be reckoned with, but the star, who has a 8.3 million followers on Instagram and 1.57m subscribers on YouTube, added: “I do believe, if I had stuck with ‘I’m just a Love Islander, I’m just a Love Islander’, I probably wouldn’t be sitting here now.”
From their fashion and beauty businesses to their favourite designer handbags and Instagram poses, their fans often point out the likeness between the two famous influencers.
One wrote: “Molly-Mae is the British version of Kylie Jenner, and I’m here for it”, whilst a second tweeted: “Molly-Mae is the UK’s Kylie Jenner.”
Brand and Culture Expert Nick Ede told Fabulous: “Molly-Mae is fast becoming the UK’s Kylie Jenner with her fashion and beauty empire growing considerably and her celebrity status getting bigger and bigger by the day.
“Molly-Mae has hit a real sweet spot when it comes to popularity.
“She’s got that Kylie Jenner mystery about her.
“Although her life has been played out in the media and through socials, we still feel that we don’t know everything about her.
“That keeps us wanting more and ultimately buying into her brand like we do Kylie.”
Here we take a look at how the blonde-haired beauty is following closely in Kylie Jenner’s footsteps – from her newly curvaceous body and her demure style aesthetic to her sell-out business acumen.
Khy and Maebe
The YouTube star – who wasn’t afraid to get candid on mum guilt – left many fans fuming recently when she revealed the price tags of her luxurious Maebe buys.
Despite the range selling out in just 24 minutes, fans were sent into a total frenzy by the “outrageous” pricing, and many questioned why the items were “so expensive”.
“Why does Molly-Mae’s new range have to be so expensive?” one shopper moaned on X, previously Twitter.
“Molly-Mae charging an arm and a leg for basic clothes is outrageous,” another slammed.
Whilst Maebe focuses on less is more – a capsule collection of luxury items that you can mix and match – Kylie Jenner’s brand Khy, which also features staple pieces, has also been slammed by fans in a similar fashion.
And while Kylie may have access to the best fashion team in the world, her clothing range Khy has been compared to the likes of Boohoo.
Perhaps inspired by her older half-sister Kim Kardashian, the reality TV star launched a number of businesses, including a make-up line and a swimwear collection.
And at the end of last year, Kylie launched yet another brand – this time, a clothing range named Khy.
The collection, which mainly consists of base layers and faux leather clothes, attracted quite the attention, winning a staggering 504k followers on Instagram in just a week.
But whilst a strapless mini dress costs at astronomical £110, the black trench coat that’s retailing for a whopping £215 left shoppers open-mouthed.
Her savvy business acumen is very similar to that of the youngest Kardashian’s Jenner clan
Nick Ede
And despite the hefty price tags, the faux leather range has also been heavily criticised by fashion fans on social media who branded it as cheap-looking.
One person reckoned: ”It kinda looks like something that Boohoo would make but with Kylie’s name on it and for triple the price.”
Whilst someone else chimed in: “I’m sorry but the material looks cheap.”
But despite the divided fan response, Nick shared: “It’s the success of Molly’s brand that she now has 100 per cent ownership of that’s the most impressive and similar to the Hollywood star.
“With her impressive cosmetics line becoming an instant best seller and now her new fashion collection being praised by the industry and selling out, her savvy business acumen is very similar to that of the youngest Kardashian’s Jenner clan.”
A Molly-Mae fan's opinion on the Maebe range, and its prices
EVER since Molly-Mae Hague, 25, walked into the Love Island villa back in 2019, I’ve always been a mega fan.
After hearing the news that she was coming out with a fashion brand, of course I was excited.
But as much as I hate to admit it, I’m disappointed.
I understand that she’s launched Maebe as a more high class brand. I know it’s not going to be Shein quality.
But with prices varying from £35 to £140, I’m definitely not impressed.
Maebe’s “ultimate blazer” is priced at an eye-watering £140, whilst a very simple, plain white tee is a whopping £35.
Not only this, but the “contour popper top” is £50, and a seemingly boring white shirt will set you back a whopping £65.
And if that wasn’t bad enough, £90 for a pair of jeans? I understand paying £50 for a pair of good quality denims, but £90?!
That’s incredibly steep considering you can get Levi’s, a well-established brand that’s been going for donkey years, for just a tenner more.
So, will I be buying anything from Maebe? The only thing I can say to that is Maebe (definitely) not.
by Abigail Wilson, Senior Digital Writer
Similar styles
Not only has Molly-Mae followed similar business moves to Kylie, but she’s now also got a comparable style to her, too.
On a recent picture shared on social media, one fan commented: “Molly-Mae I literally had to do a double take here. I thought this was Kylie Jenner!”
We previously saw how Molly-Mae was morphing into the Kardashian star through her Instagram posing, and now, it’s clear that they have both undergone a very similar style evolution.
As is the trend of 2024, with these famous mothers, it appears that chic and expensive looking blow-dries are in and less is more when it comes to fashion.
Both celebs are clearly fans of classic clothing staples and have neutral wardrobes, with black, white, cream and grey at the centre.
And much like her American counterpart, Molly-Mae has moved away from loud Louis Vuitton and Balenciaga bags to a more elevated Chanel and Hermès Birkin style.
Since launching Maebe, Molly-Mae has posed countless times along her Hermès Birkin 35, a bag Kylie is also a huge fan of.
Not only was Kylie gifted a $100k Hermès Birkin bag from her mother, Kris Jenner, but she’s also got a huge collection of the pricey bags, one of which is covered in diamonds.
Nick agrees, saying: “Molly-Mae’s clothes and style aesthetic are similar to Kylie’s with muted tones being a staple part of her wardrobe.”
Molly-Mae's glow-down from ‘glamour model’ to ‘yummy mummy’
Celebrity PR Expert, Ed Hopkins told Fabulous: “I believe Molly-Mae Hague‘s new look is more than just a style change but a powerful statement of who she is becoming.
“It underscores her journey towards authenticity, maturity, and sophistication and is likely to enhance her success and influence in the years to come.”
Brand and Culture Expert Nick Ede agreed, and told Fabulous: “Molly-Mae has transformed herself into a yummy mummy who has ditched the glamour model style for a more relaxed and natural look.
“She’s becoming more down to earth and relatable to people and cleverly showing a softer side which will win her legions more fans in the process.”
According to Ed Hopkins, Molly-Mae’s chic new look could be “highly lucrative” for the star.
Ed told Fabulous: “Molly-Mae Hague’s transformation towards a more natural, chic look seems to be a testament to her personal growth and evolving style.
“This change, which has become more pronounced since she became a mother, appears to reflect her journey towards embracing authenticity and sophistication.
“It’s possible that this new image could be highly lucrative for Molly-Mae.
“Her chic, understated style might appeal to a wider audience, including more mature demographics and high-end brands, potentially opening up lucrative endorsement deals and partnerships.
“By adopting a more elegant look, she seems to align herself with premium and luxury brands that favour natural beauty and sophistication, which could lead to higher-paying collaborations.
“Additionally, with consumers increasingly valuing authenticity and natural beauty, her new image could be both timely and marketable.”
Nick Ede agreed and told Fabulous: “She has started to promote some really great luxury brands including the cosmetics brand Tatcha and with her laid back look she will make a lot of money from brands looking to align with her.”
Ed also noted that Molly-Mae’s transformation may be a sign that she is looking to step away from her reality show past.
He continued: “Molly-Mae’s transformation also seems to symbolise her desire even more so to well and truly step out of the shadow of her Love Island persona.
“The shift to a more mature and unique style appears to demonstrate her growth and her wish to be seen as an individual beyond her reality TV beginnings.
“By shedding the bold, flashy look associated with her time on Love Island, she might be rebranding herself as a serious businesswoman and influencer who is carving out her own identity.
“This new look helps her stand out in the crowded influencer market, showcasing her as a trendsetter with a distinctive, refined aesthetic.”
Nick agreed and claimed: “Shedding the flash looks she previously went for, she’s also detaching herself from the Love Island stereotype and stepping out as her own person with a cool look that’s not flashy but totally on trend.
“Gone are the ‘look at me’ posts and in are family style posts and trend led fashion statements.”
Curvaceous figures and BBL accusations
Much like Kylie – who has long been accused of having a BBL, something she has never confirmed or denied – in recent months, Molly-Mae has also been questioned about going under the knife.
It started after the star posted a snap from her sister Zoe’s hen do in Ibiza, showing the influencer in a black two-piece bikini, giving a glimpse of her perky bottom.
The shot ruffled followers who claimed the star may have had a Brazilian Butt Lift (BBL), a type of cosmetic surgery costing around £7,000 which improves the shape and size of the bottom.
While Molly Mae hasn’t commented on the suggestion, one person said: “Your surgeon did such a good job!! Unreal”, whilst another added: “1000000% BBL.”
A third commented: “Palm of the surgeon’s hand. Did a cracking job. Least you can do is be honest with your followers”, whilst someone else claimed: “I can’t believe how much work she’s had done.”
As a new mother, she’s embracing her curves and looks fabulous, just like Kylie!
Nick Ede
Similar to this, Kylie has long been accused of having a BBL, and recent snaps caused fans to claim that the mother has even gone as far to ‘reverse her BBL’.
In a full-body video of the star in her closet, one fan wrote: “You’re supposed to maintain the weight for the rest of your life after a BBL. That’s why she’s looking all wonky nowadays.”
Meanwhile, someone else penned: “Am I tripping? Or does it seem like [Kylie] removed her butt implants and took out fat?!”
Nick explained: “Molly-Mae’s body is now far more curvaceous than it was previously when Love Island started.
“As a new mother, she’s embracing her curves and looks fabulous, just like Kylie!”
Mums doing it all
After breaking up with rapper Travis Scott, 33, Kylie has openly spoken about being a single mother.
When it comes to co-parenting Stormi, six, and Aire, two, with her ex, speaking to WSJ Magazine, Kylie said: “It’s going… I think we’re doing the best we can do.”
Kylie also explained that her daughter has taught her a lot about herself, adding: “My daughter has totally taught me a lot more about myself, and seeing myself in her has changed everything.
“I’ve had so much growth and am just embracing natural beauty.”
And similar to Kylie, Molly-Mae, who is co-parenting her daughter Bambi with ex Tommy, has also got candid on life as a busy mum.
Not only is she emulating Kylie’s success as a mother but she’s transformed herself into a more demure and shy version of herself which is very Kylie
Nick Ede
In a YouTube vlog alongside her sister Zoe, 28, Molly-Mae shared: “Those first few weeks of Bambi’s life…hell and back. We were having a breakdown.
“The first night with Bambi in the house, I was by myself. Now I look back, it sends shivers down my spine, I had no idea what I was doing.”
The star also revealed the “dark times” she had when breastfeeding, as she said: “I think it’s lovely to give it a go but don’t put any pressure on yourself because that’s what I was doing and I genuinely think that contributed to my milk supply just giving up on me.”
When it comes to the similarities between the young mothers, Nick explains: “Molly-Mae has the same appeal as Kylie because as a young mother she shows how she’s juggling being an entrepreneur and negotiating being a single mum too.
“Not only is she emulating Kylie’s success as a mother but she’s transformed herself into a more demure and shy version of herself which is very Kylie who isn’t a spotlight hogger and prefers to be at home rather than out out.”
Timeline of Molly-Mae and Tommy Fury's split
After five years together, Molly-Mae and Tommy Fury split up in August 2024.
At around 4pm on Wednesday, August 14, Molly-Mae and Tommy suffer an explosive showdown and Molly-Mae announces her split from fiancé Tommy Fury, saying ‘ I never imagined our story would end, especially not this way’.
An hour later Tommy shares a separate and brief statement confirming they have parted ways, and thanks Molly-Mae for making him ‘a dad’.
The real reason they split emerges and on Thursday, August 15 The Sun reveals how Molly-Mae learned Tommy had cheated on her – leading to an explosive showdown.
On Saturday, August 17, The Sun reveals how Molly-Mae had been sent an upsetting video showing Tommy kissing a girl in a nightclub in North Macedonia on a lads holiday.
Exactly one week after the split a Danish woman accused of getting close to Tommy speaks to The Sun. On Wednesday, August 21, she denies she is the girl who kissed Tommy.