Zoe Sugg accused of sabotaging brother Joe Sugg's baby announcement as she returns to YouTube
Back-to-back revelations prompt fan speculation of a family rivalry as Joe and Dianne Buswell announce their pregnancy.
Zoe Sugg is at the center of online attention after being accused of sabotaging her brother Joe Sugg's baby announcement, following a shock return to YouTube last week after a four-month break from filming vlogs. The influencer, 35, posted a catch-up makeup tutorial for her five million subscribers just hours before Joe, 34, and his partner Dianne Buswell, 36, revealed they are expecting a baby boy.
Sources told The Sun that Zoe was motivated by Joe's news and aimed to reclaim the spotlight. 'Zoe was always the bigger star in the family, but a few years ago things changed,' the source said. 'Once Joe did Strictly and got into a relationship with Dianne, he became the most well-known, and around the same time, Zoe took a step back to have her two children.' Fans online debated the timing of her return, with one commenter under Zoe's video asking whether the post was timed to overshadow Joe's announcement. Daily Mail has contacted Joe and Zoe's representatives for comment.
During the video, Zoe asked viewers, 'I’m not doing anything groundbreaking. Do people still want to watch my content? Is there anything left?' She explained that she had paused social media over the summer while her eldest daughter Ottilie prepared to start school. The clip drew hundreds of thousands of views within hours, and many long-time supporters welcomed her back despite the chatter about the timing.
Zoe has been less active online in recent years, citing the rise of fast-paced content and how it clashes with her more relaxed, chatty style. The Sugg siblings have weathered various controversies over the years, including accusations that Zoe used a ghostwriter for her debut book, backlash over a £50 advent calendar, and resurfaced tweets from 2017 that intensified discussion about her public persona. The Sun's reporting on a supposed 'secret sibling rivalry' suggests a potential rift as both siblings push to maintain visibility in a crowded influencer landscape.
Joe and Dianne have built a loyal fanbase and are considered a prominent couple within the online world. Joe's wealth has been cited at around £8 million, while Zoe was once the UK's highest-earning influencer, with a reported fortune of about £4 million in 2019. The new claims about a family feud remain unverified by representatives, and the Daily Mail has asked for comment from both camps.