She was the original Instagram bombshell, amassing nearly 20 million followers and turning her famous curves into a lucrative business model.
Less than a decade ago, provocative photos of barely-there bikini-clad model Demi Rose Mawby from hotels, yachts, and exotic beaches were ubiquitous on news websites and social media.
Fashion brands lined up to work with the Birmingham-born beauty, her image appeared on advertising billboards across the country – and the money started flowing in.
His star only seemed to be rising; In 2021 he signed up to adult subscription site OnlyFans, the same year his company reported assets of £1.25 million.
Then almost as suddenly as Demi arrived on the scene, she effectively disappeared.
The risky Instagram page on which she had built her extraordinary following was shut down in April 2024 and she unfollowed everyone.
Demi’s last post – footage of her wearing a bikini in an outdoor bath in Cappadocia, Turkey – was uploaded as an Instagram story to her page 127 weeks ago.
His OnlyFans account – which once recorded 1.2 million likes – remains inactive to date. While under her last TikTok video from February 2024, stunned fans are wailing in the comments: ‘Where is she?’
She was the original Instagram bombshell, amassing nearly 20 million followers and turning her famous curves into a lucrative business model, including a collaboration with PrettyLittleThing.
Demi’s last post – footage of her in an outdoor bath in Cappadocia, Turkey – was uploaded as an Instagram story to her page 127 weeks ago. No posts have been made since then
The financial condition of his company has also declined rapidly from its peak.
The latest filed accounts of Demi Rose Productions Ltd show net assets of only £24,855 as of April 2024.
Meanwhile, its accounts for 2025 are delayed by nine months. The second business, Demi Rose Enterprises Ltd, was closed in July 2024.
The sudden disappearance of one of the most recognizable showbiz faces of the 2010s has given rise to conspiracy theories, with followers debating her whereabouts.
One fan wrote beneath her old post about the ‘many rumours’ surrounding her disappearance, while others falsely claimed she may have been ‘killed by a millionaire’.
Online sleuths also pointed to the death of both her parents as the reason for the radio silence, leaving Demi an orphan at only 24 years old. While others have noted her association with the shady figure of Michael Williams, better known as Taz, a ‘Hugh Hefner’-like character, with whom Demi briefly lived in a Miami mansion in her early twenties.
So where is the young woman whose entire career has been built around looks?
The answer, it seems, lies in the spiritual center of Ibiza, hundreds of miles away from his home town of Sutton Coldfield in the West Midlands.
Away from the superclubs and excess for which the Spanish party island is famous, Demi has turned to its more bohemian centre.
When the Daily Mail contacted Demi for comment, a friend on the island said she was ‘not willing to talk about her offline time.’
The model is understood to be living close to the quiet, thriving village of Santa Gertrudis – an area long associated with Ibiza’s hippie heritage and alternative ‘spiritual’ scene.
There, her closest friends reportedly include a tarot consultant who describes herself online as a ‘natural-born seer’, ‘modern-day mystic’ and ‘soul coach’.
Demi is said to be spending time lying down with her cats, and is understood to have become involved with local animal shelters, helping to find homes for stray animals.
When she first visited the island following the Covid pandemic in early 2020, she spoke to a lifestyle magazine about ‘getting away from the bustling nightlife that first captivated her’ and her ‘deep gratitude’ for the peace.
A 2024 article in local publication Fiji Style read, ‘Demi Rose started her love affair with Fiji several years ago, and it has continued to grow and flourish.’
‘Over the past year, she has immersed herself in alcohol-free events, live music sessions, and enjoying spiritual practices like yoga and sound healing. This holistic approach to life has allowed them to highlight a side of Fiji that many visitors overlook.’
The glossy profile included photos of the model lying naked on sand-colored stones, her long red hair partially covering her body.
Almost as suddenly as Demi arrived on the scene, she effectively disappeared. The risqué Instagram page on which she built her incredible following shut down in April 2024
When paparazzi photos surfaced this summer on an Ibiza beach – the first new photos of the model in three years – one news outlet described her as ‘retired’.
The article continued, ‘The contrast between the island’s energetic south and its tranquil north provides it with the perfect balance.’
‘She can choose to join the island’s vibrant social life or retreat to her peaceful sanctuary whenever she needs to recharge… Her journey to the island is a testament to the transformative power of embracing one’s true self and finding peace amidst life’s challenges.’
Demi’s new life in the Mediterranean is a far cry from Sutton Coldfield, where she was brought up by her parents Barry and Christine Mawby in a £550,000 home.
After studying aesthetic medicine at Walsall College she took her first steps into modelling, doing photoshoots for boys’ magazines including FHM and Zoo.
At the age of just 21, he had 4.5 million followers on Instagram.
After college, Demi moved to America to be part of ‘Taz’s Angels’, a group of young women who lived together in a rented mansion in Miami in the 2010s, apparently given advice by a man known only as ‘Taz’ on how to achieve fame and fortune.
In 2016 the Taj Angels Instagram page wrote: ‘The names change, but the game remains the same. A bad man turns 18 every day.
The page – which collapsed in 2017 after intense public scrutiny and allegations of toxic, exploitative conditions – featured girls twerking in skimpy costumes and posing for semi-nude selfies.
Taz, whose real name is Michael Williams, was described as the ‘Black Hugh Hefner’ of the time and was previously accused of plying ‘Angel’ girls as escorts.
A post on Instagram by one of the ‘Angels’ in 2016 gave an insight into life in the Miami mansion.
It read: ‘Many people don’t understand our relationship with #Taz, or what #SisterWives is… Taz is our king and yes we all share him… at the end of the day it’s our lives and we don’t care s*** what anyone thinks about us.’ [sic]
Demi soon left the group in November 2015 and returned to the UK to care for her mother. She told The Sun in her first newspaper interview in 2017: ‘I have an amazing life traveling the world and showing off curves to rival the Kardashians.
‘I love great parties, yachts and fast cars – but inside I’m a kid from Sutton Coldfield who got lucky.’
At the height of her fame, 5ft 2in Demi became the ‘global ambassador’ for clothing brand PrettyLittleThing and worked with online fashion company I Saw It First and lingerie firm Wolf & Whistle.
She also appeared in DJ Khaled’s music video for How Many Times and briefly dated DJ producers Tom Zanetti and Chris Martinez before later coming out as bisexual.
However, behind the glamorous social media photos and jet-setting lifestyle, Demi was struggling with turmoil at home.
His father Barry died of cancer aged 80 in October 2018, just eight months after mother Christine died aged 63.
Away from the superclubs and excess for which the Spanish party island of Ibiza is famous, Demi has turned to its more bohemian center and alternative ‘spiritual’ scene
Demi explained how losing both parents left her feeling ‘angry, sad, bitter and lonely’ and turned to self-care and spirituality. Here she is seen in the Fiji Style 2024 profile shoot
Former NHS worker Christine suffered a heart attack and stroke when Demi was just 17, leaving her unable to move her left arm or leg.
Speaking on an archived PrettyLittleThing podcast, she said: ‘I lost both my parents, my father to cancer and my mother had a heart attack, stroke when I was 17 and I was left to look after her as she became disabled.
‘I was taking care of him for so many years, almost seven years’
Demi explained how losing both her parents so soon made her feel ‘angry, sad, bitter and lonely’ and turned to self-care and spirituality.
It is against this background that he found himself in self-imposed exile in the Balearics.
However, there are signs that Demi’s time away from the social media spotlight may finally be coming to an end.
When paparazzi photos surfaced this summer on an Ibiza beach – the first new photos of the model in three years – one news outlet described her as ‘retired’.
This prompted a complaint and an addendum which said: ‘We have been contacted by her representatives and are pleased to clarify that she has not retired, but is taking a professional break and has every intention of returning at the appropriate time.’
Remarkably, if Demi decides to make a comeback, there is a huge audience out there. Despite almost complete inactivity for years, she still has around 17 million followers on Instagram alone, who are eagerly waiting for her comeback.