From Reality TV to Retreat: Montana Rose Brown's Saltmoore Project

Announced February 25, 2026, Montana Rose Brown, known for her 2017 appearance on *Love Island UK*, has transitioned into a hospitality entrepreneur with the launch of Saltmoore. This luxury wellness retreat on the North Yorkshire coast is co-founded by Brown and offers a blend of modern design, holistic spa treatments, and immersive outdoor activities. *The Times* and *The Sunday Times* recognized Saltmoore as Best Beach Hotel in the UK for 2025, and it secured two MICHELIN Keys in the 2025 hotel selection. NewBeauty reports Brown was "hands-on in shaping every detail," ensuring the reimagined 19th-century estate reflects her personal wellness philosophy.

Brown told NewBeauty that her early reality television experience, while initially challenging due to its emphasis on appearance, ultimately built resilience. She noted a period where she underwent cosmetic procedures driven by insecurity, but now feels equipped to handle pressures from the entertainment industry.

The concept for Saltmoore originated during Brown's first pregnancy, as she recounts to NewBeauty. She experienced a profound sense of peace visiting the secluded coastal location for the first time. This feeling of tranquility became the guiding principle for Saltmoore, aiming to offer guests a similar escape.

According to NewBeauty, Brown emphasizes the importance of local character at Saltmoore, from the warm Yorkshire staff to unique, locally sourced furnishings. She describes acquiring antique pieces from a Whitby local named Timmy, whose eclectic collection now contributes to the hotel's homey atmosphere.

Saltmoore's experience extends beyond the physical property to its natural surroundings. Brown highlights the importance of guests engaging with the beach and grounds, advocating for a "digital detox" to promote mental revitalization and grounding.

Brown defines self-care as prioritizing personal well-being. This includes daily exercise and an extensive evening routine that incorporates reading, supplements, and red light therapy. NewBeauty also notes Brown's reflection on body image post-pregnancy, stating she learned to respect her body's transformations and adapt to its new identity.

Her personal self-care ritual, as shared with NewBeauty, involves a nightly bath with Ilapothecary products, chosen for their homeopathic and herbal properties, particularly the magnesium bath salts. She also lights non-toxic Vyrao candles, creating a sensory environment that helps her achieve a state of complete reset.

Brown acknowledges the elusive nature of work-life balance, particularly when striving for career success, asserting to NewBeauty that "nothing comes easy." However, she finds that motherhood has unexpectedly introduced more balance into her life, anchoring her at home—a change she embraces. She lightheartedly expresses hope that her children's nap schedule continues indefinitely.