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 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, as well as Rochelle Humes and Dani Dyer (who confessed to once being a fan of Brand New Body FYI).
Also in the crowd was husband of 17 years Wayne Rooney, who recently left Championship side Plymouth Argyle by mutual agreement. Wayne, 39, and Coleen, 38, are amused by the turn of events.
‘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 told Metro.
‘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, Klay, Kit, and Cass – 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. 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 press 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.
Coleen Rooney says Wayne Rooney is embracing different role after I’m A Celebrity