Zoe Sugg is facing criticism for seemingly timing her return to YouTube – after a four-month absence – very close to her brother Joe Sugg’s announcement that he’s expecting a baby. Some people believe her comeback overshadowed his news.
The 35-year-old influencer posted a makeup tutorial for her five million followers, and it went live just before her partner, Joe, 34, and his dance partner Dianne Buswell, 36, announced they were having a baby boy.
According to reports, Zoe was motivated by Joe’s good news and wanted to quickly regain public attention.
According to a source, Zoe was always the more famous sibling, but that shifted a few years back.
After Joe appeared on Strictly and began dating Dianne, his profile rose significantly. Around the same time, Zoe decided to pause her career to focus on raising her two children.
People were shocked to see her back on YouTube, especially since it happened right after Joe and Dianne announced they were having a baby.
After Joe shared his news, fans started talking, speculating that Zoe might have been upset and that her video could be a way to undermine his announcement.
Someone commented on Zoe’s video, ‘I’m Back! Where Have I Been,’ wondering if the release date was planned to coincide with something else.
Daily Mail has contacted Joe and Zoe’s representatives for comment.
In a recent video, Zoe questioned whether her content was still interesting to viewers, wondering if she was doing anything new or if she had anything left to offer.
She explained that she’d taken a break from social media over the summer because her oldest daughter, Ottilie, was getting ready to start school.
Although many people were talking about it, the video quickly gained a lot of support from dedicated fans, earning hundreds of thousands of views in just a few hours.
Zoe hasn’t been online as much lately, explaining that the quick pace of current online content doesn’t fit with her preference for slower, more conversational interactions.
She’s had her share of public criticism over the years. This includes complaints about using a ghostwriter for her first book, a pricey advent calendar that fans didn’t like, and old, controversial tweets that came to light in 2017.
Joe and Dianne have built a dedicated following and become a popular couple, both online and in their personal lives.
Zoe was once the UK’s highest-earning influencer, reportedly worth £4 million back in 2019.
Her current earnings are unknown, but Joe is now said to be worth a staggering £8 million.
Reports suggest a hidden competition between the brother and sister could damage their close relationship, with both apparently trying to prove they’re more successful than the other.
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2025-09-28 01:35