Britain’s Got Talent judge Alesha Dixon’s wellness venture NobleBlu has reportedly folded due to low sales figures. The ITV talent show star, who launched the health brand in 2020, had the aim of helping people find their “rhythm and flow” with a range of supplements.
Despite her enthusiasm and hard work, the company was officially dissolved recently, according to the Mirror. A source told the publication: “Alesha was really passionate about NobleBlu and put a lot of work into it, although she wasn’t one of the firm’s official directors.”
“Sadly, it just didn’t take off in the way she had hoped and it has now gone out of business.” The NobleBlu product line boasted five supplements targeted at improving immunity, beauty, balance, focus, and energy.
The source added: “Alesha’s disappointed, but thankfully has lots of other projects to focus on at the moment. As well as BGT, she has some exciting things in the pipeline which she expects to announce later this year.”
In a previous promotion for NobleBlu, Alesha expressed: “Staying healthy has been a life-long passion. As a young girl, I loved sports and wanted to be a PE teacher. Now I’m able to live that dream, in a sense, through my brand NobleBlu.
“We’re starting with supplements but I really want to expand into other areas. I’ve found it life-changing to find consistency with a healthy lifestyle, and I want to help others get into that rhythm and flow too.”
Alesha isn’t the only celebrity to delve into the wellness industry. Gwyneth Paltrow’s Goop brand reportedly has a value of around £200million.
Other famous faces, including model Kate Moss, Olympic athlete Jessica Ennis-Hill and TV presenter Holly Willoughby, have also launched their own beauty ranges.
Britain’s Got Talent continues next Sunday, May 12, at 7.40pm on ITV and ITVX.
