{"id":6486,"date":"2025-08-18T06:00:09","date_gmt":"2025-08-18T06:00:09","guid":{"rendered":"https:\/\/www.europesays.com\/ie\/6486\/"},"modified":"2025-08-18T06:00:09","modified_gmt":"2025-08-18T06:00:09","slug":"bitchy-catfight-brewing-between-molly-mae-vogue-williams-and-dani-dyer-exposed-as-insiders-tell-grant-tucker-it-feels-like-blatant-copying-and-add-they-must-think-were-stupid","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ie\/6486\/","title":{"rendered":"Bitchy catfight brewing between Molly Mae, Vogue Williams and Dani Dyer exposed as insiders tell GRANT TUCKER it feels like ‘blatant copying’ and add ‘they must think we’re stupid’"},"content":{"rendered":"

The soap wars are back \u2013 but this is no set-to between long-standing TV rivals EastEnders<\/a> and Coronation Street<\/a>.<\/p>\n

Instead, this is a fight between glamorous influencers for supremacy over the nation\u2019s laundry baskets. And it\u2019s every bit as bitchy as a Queen Vic catfight.<\/p>\n

Gone are the 1990s, when radio personality Danny Baker<\/a> cornered the market for detergent adverts by standing on doorsteps challenging housewives to brighten their whites with a box of Daz.<\/p>\n

Today, the big washing brands have turned to young mums like Irish presenter Vogue Williams<\/a> and Love Island winner Dani Dyer<\/a> to front the campaigns with the help of their enormous social media followings.\u00a0<\/p>\n

And the latest entrant to the \u2018soap wars\u2019 who has set tongues wagging is Molly-Mae Hague<\/a>, the juggernaut influencer with nearly nine million Instagram<\/a> fans.<\/p>\n

The 26-year-old Love Island star signed a lucrative seven-figure contract with consumer giant Unilever<\/a> to be the face of Persil and Comfort\u2019s \u2018Pure Heaven Scent\u2019 range campaign.<\/p>\n

I\u2019m told the partnership couldn\u2019t have come soon enough for Unilever after it wasted millions by rebranding bottles as part of a tie-in with Disney\u2019s live-action Snow White.<\/p>\n

\"Irish <\/p>\n

Irish presenter Vogue Williams is fiercely protective over her image as the modern mum since she signed a seven-figure deal with Fairy detergent in 2019<\/p>\n

\"Love <\/p>\n

Love Island alumna\u00a0Dani Dyer signed a deal with Surf and her \u2018Perf with Surf\u2019 catchphrase from a 2019 advert went viral<\/p>\n

Critics panned the movie starring Rachel Zegler as a hopelessly right-on remake and it proved a box-office flop after its premiere in March.<\/p>\n

So the firm scrambled to launch its new signing in May, releasing a series of adverts featuring<\/p>\n

Molly-Mae and her two-year-old daughter Bambi \u2013 who wore a baby-pink fluffy jumper and ballerina tutu.<\/p>\n

And last week Molly-Mae stepped up her campaign by sending hampers of her range \u2013 which consists of Comfort fabric conditioner and \u2018scent booster\u2019 and Persil liquid detergent and non-bio capsules \u2013 to her famous friends.\u00a0<\/p>\n

One of these was Love Island pal Maura Higgins, who told her four million followers it was \u2018pure heaven for sure\u2019.<\/p>\n

While neither Molly-Mae\u2019s face nor name feature on the packaging in the way Disney\u2019s Snow White did, the influencer describes her range as a \u2018new match made in laundry heaven\u2019.<\/p>\n

Friends of Vogue Williams tell me she is fiercely protective over her image as the modern mum since she signed a seven-figure deal with Fairy detergent in 2019.<\/p>\n

The 39-year-old, who is married to Made In Chelsea star Spencer Matthews, was waxing lyrical about \u2018fragrance lasting through the day\u2019 alongside her children Theodore, six, Gigi, five, and Otto, three, long before Molly-Mae was a twinkle in an ad firm\u2019s eye.<\/p>\n

\u2018You can only imagine what Vogue thinks about Molly-Mae parking her tanks on Vogue\u2019s lawn,\u2019 said one associate.<\/p>\n

\u2018It feels like such a blatant copy of what Vogue has been doing for years. Molly-Mae could at least try to be original. It took years of hard graft from Vogue to land such a lucrative job and she has worked tirelessly for six years to keep it. Now Molly-Mae is trying to one-up her.\u2019<\/p>\n

Another star who could be forgiven for seeing red is Dani Dyer, 28, also a Love Island alumna. She had signed a deal with Surf, and her \u2018Perf with Surf\u2019 catchphrase from a 2019 advert went viral.<\/p>\n

Her foray on to the detergent scene netted her an estimated \u00a3500,000, but as her celebrity waned in the years following her Love Island win in 2018, she was dropped by the brand and replaced with ex-Towie star Gemma Collins.<\/p>\n

However, last year, following her high-profile engagement to England and West Ham footballer Jarrod Bowen and the birth of her twin daughters, Dani was once again signed up by Surf, with her face emblazoned nationwide in Home Bargains stores.<\/p>\n

\"influencer <\/p>\n

influencer Molly-Mae Hague, pictured with daughter Bambi, has signed a seven-figure contract to be the face of Persil and Comfort\u2019s \u2018Pure Heaven Scent\u2019 range campaign<\/p>\n

One insider tells me: \u2018Unilever owns Surf as well as Comfort and Persil. It could very much be seen as Molly-Mae coming for Dani\u2019s gig. Just as Dani is getting back in the game she could get knocked back out again.\u2019<\/p>\n

So why is Molly-Mae so appealing to advertisers?<\/p>\n

Yes, her social followings dwarf her rivals\u2019 \u2013 on YouTube alone she has two million subscribers \u2013 but crucially the partner of boxer Tommy Fury has a reality TV show in her marketing arsenal.\u00a0<\/p>\n

Her Amazon docu-series Behind It All began in January and its second part was released in May \u2013 just as she launched her Comfort and Persil campaign.<\/p>\n

I\u2019m told one of the conditions of her year-long \u2018brand ambassador\u2019 deal with Unilever was that some behind-the-scenes footage of the ad campaign would be featured in her show.\u00a0<\/p>\n

And indeed the TV cameras were there with Molly-Mae on set as she shot content for Comfort and Pure, filming her as she coddled her daughter who had burst into tears.\u00a0<\/p>\n

The scene\u00a0caused the mother to pause and reflect on whether she should be pushing Bambi into the limelight.<\/p>\n

Afterwards Molly-Mae said: \u2018I think it\u2019s quite a big decision when you are in the public eye and you have a baby, as to your approach with showing them to the public. I hope that she grows to not resent me for having a life where she is thrust into the public eye. The life that Tommy and I have chosen she doesn\u2019t really get a say [in] especially right now because she\u2019s so young.<\/p>\n

\u2018She can\u2019t tell us how she feels about that. Obviously when she\u2019s older she can, and that\u2019s something that we will 100 per cent listen to. At the end of the day, it is being in the public eye that has given us the life that we have.\u2019<\/p>\n

And what a life. Molly-Mae lives in a \u00a33million mansion in leafy Cheshire and her detergent deal has reportedly swelled her coffers to a staggering \u00a38million.<\/p>\n

Vogue Williams has also done well out of detergent money, living in a \u00a34.5million house in Battersea, south-west London, and is estimated to have \u00a33million in the bank.<\/p>\n

Meanwhile, Dani Dyer lives in a \u00a33million seven-bedroom mansion in Emerson Park, Essex, with her footballer husband Jarrod \u2013 the couple married in June.\u00a0<\/p>\n

He earns a staggering \u00a3150,000 a week, but Dani \u2013 who will also star in the new series of Strictly Come Dancing from next month \u2013 is said to be worth \u00a37million in her own right.<\/p>\n

All three women seem to have made a success of the soap wars, but for how long? Only time, and perhaps next year\u2019s sales figures, will tell.<\/p>\n

But as one marketing expert told me, the competitive world of celebrity detergent deals has a certain irony to it.<\/p>\n

They said: \u2018These companies pay millions for influencers who almost certainly hire cleaners while they pretend to scrub for their social media followers. They must think we\u2019re all stupid.\u2019<\/p>\n","protected":false},"excerpt":{"rendered":"The soap wars are back \u2013 but this is no set-to between long-standing TV rivals EastEnders and Coronation…\n","protected":false},"author":2,"featured_media":6487,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75],"tags":[6639,118,6637,6640,18,117,19,17,5,6636,6638],"class_list":{"0":"post-6486","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entertainment","8":"tag-coronation-street","9":"tag-dailymail","10":"tag-dani-dyer","11":"tag-eastenders","12":"tag-eire","13":"tag-entertainment","14":"tag-ie","15":"tag-ireland","16":"tag-news","17":"tag-unilever","18":"tag-vogue-williams"},"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/6486","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/comments?post=6486"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/6486\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media\/6487"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media?parent=6486"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/categories?post=6486"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/tags?post=6486"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}