Joe Swash's TikTok hustle amid wife's £10m empire

Joe Swash, who first gained fame as an actor on EastEnders in 2003, has transitioned to promoting items on TikTok Shop. The 44-year-old now earns commission by selling products ranging from hair-growth treatments to electronic eye-massage masks to his 107,000 followers.

This career shift contrasts sharply with his wife, Stacey Solomon, whose personal brand has flourished into a £10 million empire spanning television, brand partnerships, and product ranges. Many of Joe's TikTok videos feature Stacey playfully heckling his sales pitches, adding a layer of commentary to his promotional efforts.

Swash's financial history has been marked by instability. He was declared bankrupt in 2008 and again in 2013, primarily due to unpaid tax bills. He has previously admitted to being reckless with money during his early career.

Despite the public image of a playful partnership, a significant financial disparity exists. Stacey's company was valued at £10.1 million for 2025. The couple lives in a property bought entirely in Stacey's name, indicating she is the primary financial driver.

Adding to the family's financial ventures, Stacey's sister, Jemma Solomon, has been selling items from Stacey's commercial ranges on the resale app Vinted, with proceeds reportedly going to charity.