Molly-Mae risks losing all her fans after Maebe restock sells out in THREE minutes – we think she used a clever trick

IF you set your alarm for 7pm last night in the hope that you would stock up on the new Maebe drops, don’t worry, so did thousands of other Molly-Mae fans.

But shoppers have been left raging after the Maebe restock was almost entirely sold out in just three minutes.

I’m a huge Molly-Mae fan and ever since the blonde beauty walked into the Love Island villa, I’ve been hooked by her every move.

Her response to her break-up touched my heart, her solo parenting left me inspired and I’m always keen to hear her beauty recommendations, but now, I’m annoyed.

I recently admitted that I was gutted when I saw the Maebe pricing and now, I hate to say it, but I think Molly-Mae, who’s estimated to be worth over £6 million, could be entering a risky territory.

I’ve watched Molly-Mae’s vlogs religiously for years and yes, I’m one of the 8.3 million who avidly follows her on Instagram.

I was excited after initially hearing the news that she was coming out with a fashion brand, but the pricing, with items varying from £35 to £140, had me stunned.

And now, the unbelievably quick Maebe 'sellouts’ have my eyebrows raised. 

Yes, the Maebe items are meant to be good quality, staple pieces that will last you years.

But with her audience predominantly Gen Zs, those mostly teens and twenties, it’s hard to believe that people with the lowest incomes are actually able to splash the cash on Maebe buys.

If you take a quick look at the Maebe website, you’ll see that all 15 items are sold out.

There was a range of new fashion pieces in the latest release, including the Sofia cosy cropped cardigan, which was priced at £65.

There was also the new Sofia knit sweater, which would set fashion fans back a jaw-dropping £55.

And yes, I find it hard to believe that the pricey buys, which many of us simply can’t afford, sold out in less than five minutes.

I mean, after all, it takes longer than that to add items to your cart and type in your card details. 

And I’m not the only one who’s not convinced by the insanely fast sellout either.

Last night, just minutes after the Maebe restock, fans were sent into a total frenzy when they realised they couldn’t get their hands on the chic fashion pieces. 

As a result, a number of social media users and avid Molly-Mae fans questioned whether a sneaky marketing strategy had been deployed, to create extra hype and anticipation around the brand. 

One person said: “This is called strategic marketing to create demand. Not very good for building a loyal customer base. [I] like Molly but this isn’t cool.” 

Strategic marketing is a process that helps attract an audience to a business and drive revenue.

A pillar of strategic marketing involves scarcity marketing, something that Kylie Jenner has previously been accused of for Kylie Cosmetics, whereby limited product drops and exclusivity create urgency, driving customer engagement and faster sales.

A second commented: “Very clever marketing! Restocking a limited amount of items to create the illusion it’s super popular!! Reality is she is only restocking for a handful of each item so you all think it’s super popular! Don’t be fooled.” 

At the same time, one fan claimed: “That wasn’t a restock”, which another expressed: “I was on at 7pm sharp and everything was still “sold out “ or coming soon. There were no jeans, blazers etc available at 7pm.” 

Not only this, but another fan admitted: “I always really liked you and followed your vlogs, you seemed nice. This marketing strategy seems very calculated and makes me feel like you are taking your fans for a ride to make them want it more, that feels off.” 

And I have to say, I agree with fans that there may be a clever trick involved here. 

The first Maebe drop sold out in just 24 minutes, but this time, with most items unavailable to buy within a mere three minutes, I’m not surprised that fashionistas are fuming. 

Yes, the Maebe buys are gorgeous, but with most of us counting the pounds as a result of the cost-of-living crisis, who can actually afford to break the bank on a £140 blazer or a pair of jeans for £90? 

The mum-of-one, who recently called it quits with Tommy Fury, the father of her child Bambi, took to her Instagram stories shortly after the Maebe sell-out, to thank fans for their purchases.

Expressing her disbelief at the ‘sellout’, the influencer explained: “You’ll have to excuse the state of me but I can’t not come on here and say I’m in a complete state of shock.”

Molly-Mae confirmed that after just three minutes, “nearly everything was gone”, as she continued: “I literally cannot wrap my head around it, I really, truly, did not think it was going to be that quick this time. At all. 

“All I can say is thank you so much, this is just blowing my mind.

“I’m hoping really soon we’ll get to a point where there will be stock on site always, as this sellout situation is, I know, really frustrating for people that want to get things.

“It’s crazy, I can’t believe it.

“But thank you so much to anyone that did get on and get anything and to those that didn’t, we’ll be back really soon.” 

After working for two years on the “passion project”, Molly-Mae, who is from Hitchin, Hertfordshire, claimed she poured her heart into creating “high-quality pieces” at an “accessible price point.” 

But if you ask me, there’s nothing “accessible” about items selling out faster than you can remember your PayPal details. 

She’s arguably the most famous influencer in the UK and the most successful star to come from the ITV dating show, and she’s built up a loyal following with fans that follow her every move.

But I wonder if Molly-Mae’s Maebe restocks put her at risk of losing her fans for good. 

It’s clear that her followers are fuming at not being able to make purchases from Maebe - and if this continues to happen every time new stock is available, I fear for Molly-Mae’s once loyal fan base. 

So, will I be buying anything from Maebe? The only thing I can say to that is Maebe (definitely) not. 

Yes, I’ll admit, the majority of the pieces are gorgeous. They’re timeless, chic and incredibly flattering, but I don’t fancy breaking my neck sprinting to nab my laptop just to get on the website at release o’clock.