Ant Middleton plans male grooming and clothing line as he trademarks products after success on SAS: Who Dares Wins
CELEBRITY SAS hardman Ant Middleton is planning to launch his own male grooming and clothing lines.
The former Royal Marine, 39, has filed paperwork to the Intellectual Property Office for two trademarks under his own name as he continues to grow his business empire.
Ant, who The Sun revealed is worth £1.6million, will profit from branded beard, hair and skin products if his application is approved.
Other items the immaculately bearded star will be able to flog include soaps, creams, deodorants, hair gel and face packs.
And he’s set his sights beyond beauty products, with sports nutrition, watches, educational workshops and bags all on his radar.
Ant applied for the trademarks through his specialist brand firm Middleton Global IP Limited, which he set up last October.
His two existing brands: Fear Bubble and Mind Over Muscle were registered in 2018 and 2019, respectively.
Father-of-five Ant has seen his profile rocket since appearing on Channel 4’s SAS: Who Dares Wins and its celebrity spin-off show.
The gritty reality series sees him as chief instructor, putting recruits through a two-week crash course replicating the Special Forces selection process.
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The straight-talking star has embarked on sold out theatre shows off the back of the show’s success and has arena dates booked for later in the year.
He’s authored three books, with his 2018 autobiography First Man In: Leading from the Front and 2019’s The Fear Bubble: Harness Fear and Live Without Limits reaching No.1 on The Sunday Times bestseller chart.
However, he recently faced a backlash from viewers for using “ageist” language after calling telly star Anthea Turner, 59, “grandma” as she struggled during a challenge.
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