In the noughties, Coleen Rooney simply had to walk out of Cricket boutique in stilettos, jeans and a nice top to cause a commotion.
Those of us who are now of an age that requires a serious skincare regime quite likely remember that time well. Perhaps a few of us even spritzed ourselves in her ‘Coleen x’ fragrance, wore her George at ASDA range, read her autobiography Welcome to my World, indulged in a few episodes of Coleen’s Real Women, or squatted to her Brand New Body fitness DVD.
At an event to celebrate her new supplement range with Applied Nutrition held at London’s exclusive White City House, it’s clear that a serious Coleen-naisance is fully in motion after I’m A Celebrity… Get Me Out of Here! The swanky do was attended by her campmates including Oti Mabuse, winner Danny Jones and Maura Higgins, proving that they’ve formed real friendships, who were greeted with mimosas at the entrance (a lot better than fish guts!).
As the event got underway, Coleen sat down to speak with Rochelle Humes to dish on her new project, while stars Dani Dyer (who confessed to once being a fan of Brand New Body FYI), Tanya Bardsley, and Jill Scott listened intently.
Also smiling in the crowd was husband of 17 years Wayne Rooney, 39, who recently left Championship side Plymouth Argyle by mutual agreement. Later in the day, Coleen, 38, spoke to Metro about his presence and shared that the couple are amused by the change of roles.
‘It’s funny. We had a laugh last night because I’ve always gone and supported his games and gone to tournaments, but he said “Now it’s my turn to tag along”,’ she said.
‘It’s good. We support each other through a lot. I don’t know how long I’ve got him for because he will be going back into something soon, but it’s quite nice now.
‘We’ve always been that way with each other [supportive] but people see it more now.’
She added: ‘People probably thought he was being evil when he voted for me to do a bushtucker trial on I’m A Celeb but I was so appreciative as I was bored. I think he saw that.’
Coleen has been comfortable taking more of a supporting role as she took a ‘hands-on’ approach to raising four sons – Kai, 15, Klay, 11, Kit, eight, and Cass, six – who she rarely wanted to leave. She came firmly back into the spotlight after a certain Instagram post, and then appeared in her own Disney documentary.
But what really catapulted things to the next level was ITV’s biggest show. Year after year, I’m A Celeb’s casting team asked Coleen, waiting for her no to turn into a yes, which finally happened in 2024.
‘The time never felt right, but last year, I thought “why not?” I’ve got a really good support system and I knew that the kids would be fine as they are not so reliant on me,’ she explained. And so, Coleen packed her bags and boarded the long flight to Australia. Her steadfast resolve in the bushtucker trials, and down-to-earth chats about everything from Wayne’s love letters to caravan holidays, led to Coleen bagging second place.
Although the nation found plenty to love, Coleen is shocked at just how much people are now interested in her.
‘I didn’t think it would have as much impact as it has done. Everyone’s been so positive and so nice. I did think at one point, “Oh, am I being a bit boring?” You don’t know what’s getting shown,’ she explained.
Touching on what made her nervous before taking on the challenge she said: ‘A lot of people didn’t know me. They just thought they knew me. They’ve got little snippets here and there, but obviously on this show you can’t hide away from anything.
‘It’s a gamble to go on there, because not everyone is everyone’s cup of tea but it has been overwhelmingly positive.’
Now, Coleen is having a big second round of showbiz. ‘It’s an exciting time,’ she stated.
First on the agenda has been bringing out her own range of supplements which include sachets specialising in debloating, hydration, immunity, sleeping and collagen. She was a great advert for her products in the jungle, with many remarking how good she looked – some even questioned if she was able to sneak in makeup.
‘I’ve had so many lovely messages about my skin since leaving the jungle and how I managed to stay looking so fresh despite some of the most horrendous challenges!’ she shared, before adding that she’s excited to finally let people in on her secret.
‘I have been working on with Applied Nutrition and hope that everyone finds it as beneficial as I have when you combine the right supplements and high-quality ingredients to manage your hair, skin, sleep and overall wellness as part of maintaining a healthy lifestyle.’
Coleen has even invested her own money into Applied Nutrition. ‘That says a lot. I’m not just putting my name to something because they pay me or I just want to get out there. I actually take my time, and I don’t just jump at things,’ the business-minded star said.
There’s much speculation about what Coleen may do next. She’s been billed as possibly becoming ‘the next Holly Willoughby’, bringing back Coleen’s Real Women (which is available to watch on Prime Video btw), and a fly-on-the-wall show documenting the Rooneys’ family life. When we pressed on if there’s any truth to the rumours, she flashed a smile.
‘You’ll be seeing me a bit more,’ she responded.
Quoting everyone’s favourite reality show trope she concluded: ‘I’m really enjoying the journey.’
Coleen Rooney’s Applied Nutrition range is available to shop here.
Got a story?
If you’ve got a celebrity story, video or pictures get in touch with the Metro.co.uk entertainment team by emailing us celebtips@metro.co.uk, calling 020 3615 2145 or by visiting our Submit Stuff page – we’d love to hear from you.