The Rise of Maura Higgins: From Love Island Star to Global Icon

From Ballymahon Salons to Global Media Stardom

Born on November 25, 1990, to parents Sharon and Seamus Higgins, the reality star grew up as the youngest of four children in Ballymahon, County Longford. She attended Forgney National School and Ballymahon Vocational School before leaving formal education at age 16 to train as a hairdresser. According to Higgins, she spent her early working days sweeping salon floors and making coffee while learning the trade. However, the anticipated trajectory of opening her own local salon shifted when she spotted an online recruitment message.

Seeking travel and adventure, she auditioned to become a Monster Energy promotional model. The role completely altered her professional path. I was like, ‘imagine being a Monster girl, you’d get to travel around the world,’ Higgins recalled during a 2024 interview on Paul C. Brunson’s We Need to Talk podcast. After securing the position, she left her salon job behind and spent her weeks catching up to nine flights, working as a ring girl for boxing events, and promoting Formula 1 racing, alongside appearing in a music video for Zedd and the late Liam Payne.

The Love Island Breakthrough and Post-Villa Realities

In 2019, after building a social media audience of roughly 40,000 followers, Higgins accepted an invitation to join ITV’s Love Island season five. Stepping into the Majorca villa with modest expectations, she handed her phone over to producers and braced for a short stay. I said to mammy, I’ll be home in a week because you couldn’t vote from Ireland, so who was going to vote for me? she explained.

Instead of an early exit, her outspoken personality, humorous catchphrases, and dramatic villa moments propelled her to fourth place and brought her 1.5 million new Instagram followers. Yet that overnight fame brought severe personal hurdles. In her interview with Brunson, Higgins opened up about the dark times that followed her exit, noting that she initially possessed no home or friends in the UK, while also reflecting on the profound emotional toll carried from the death of her best friend, Andrew. Despite those early struggles, she acknowledged the foundation the program provided, stating, I’m so grateful for Love Island because I wouldn’t be where I am today without it.

Building a Multi-Million Euro Business Empire

Leveraging her post-villa visibility, Higgins pivoted rapidly into commercial partnerships and mainstream broadcasting. Her early fashion collaborations with PrettyLittleThing, Boohoo, and Ann Summers eventually expanded into high-profile global campaigns with Victoria’s Secret, L’Oréal Paris, M.A.C Cosmetics, Guess, and an appointment as TRESemmé’s first Head of Hair. Today, estimates place her net worth at approximately €5 million, supported by an Instagram following of 4.3 million users.

Television executives quickly recognized her broader appeal. In 2020, she competed on ITV’s Dancing on Ice, followed by a stint on I’m a Celebrity… Get Me Out of Here! In 2021, RTÉ tapped her to host Glow Up Ireland, produced by IndiePics. Series producer Niamh Bradley McBreen praised her work ethic during the intense three-week production, noting that it was a big moment for Maura as it was her first time doing autocue, working on scripts and learning the behind-the-scenes skills integral to a busy TV studio. Bradley McBreen added that she really worked hard at it and she stands out as she brings sparkle to the screen, she just lights up on camera, highlighting how the host woke up at 5 am daily to ensure she was camera-ready by 8 am.

Conquering American Television and Red Carpets

Higgins has since established a firm foothold in the United States entertainment market. Following her hosting duties on Love Island USA: Aftersun, she reached the final of Peacock’s The Traitors US earlier this year—where she crossed paths with future dance partner Mark Ballas. She was subsequently named co-host of Peacock’s Get Me Out of Here alongside Traitors winner Rob Rausch.

Her style evolution has simultaneously captivated the fashion press. Fashion and lifestyle writer Bairbre Power described Higgins as a chameleon with a gift for commanding attention on the red carpet, noting that her innate gift for dramatic flair and her ability to absolutely ‘sell’ an outfit with how she poses and works the camera adds to the media’s fascination with her. Power singled out a ladylike ivory demi-couture dress by Sabina Bilenko, worn with long gloves and a Jane Taylor hat at Royal Ascot last June, as a pinnacle fashion moment.

Arts and culture journalist Kate Demolder attributes Higgins’ enduring international appeal to her unvarnished public persona. At a time when we have to second guess whether videos are AI or not, here we have this person discussing the elephant in the room, not changing her accent and talking about formerly taboo topics like filler and wigs, Demolder observed, adding that she’s played by the Dolly Parton rulebook, and as such is in for a long and lucrative career.