Julia Rose is estimated to be worth around $3 million to $6 million in 2026. The $3 million figure is the one almost every site repeats, but it has not moved in years, while her main business, the subscription magazine ShagMag, has reportedly been bringing in more than $125,000 a month. If that revenue is anywhere near accurate, $3 million is a floor, not a ceiling.
She is a good example of a modern internet business model: build attention with headline-grabbing stunts, then turn it into a direct-to-fan subscription product you own outright.
Julia Rose net worth at a glance
| Estimated net worth (2026) | $3 million to $6 million |
| Most-cited estimate | $3 million (Celebrity Net Worth, EssentiallySports) |
| Main business | ShagMag, a subscription adult and sports magazine she founded |
| Reported ShagMag revenue | More than $125,000 a month in subscriptions (Celebrity Net Worth) |
| Born | 1994, Texas |
| First TV break | MTV’s Are You the One?, season 4 (2016) |
| Known for | ShagMag, the 2019 World Series stunt, her relationship with Jake Paul |
Where the $3 million figure comes from
| Source | Figure | What it is based on |
|---|---|---|
| Celebrity Net Worth | $3 million | Her modelling, ShagMag and social reach |
| EssentiallySports | $3 million | Repeats the same figure, no source given |
| Our own 2025 version | $3 million | The same figure, not updated |
Every estimate we could find lands on exactly $3 million, which usually means they are copying each other rather than doing the maths. Nobody has published ShagMag’s accounts, so the only revenue number available is the reported subscription figure. At $15 a month per subscriber, $125,000 a month implies a little over 8,000 paying members, or about $1.5 million a year before costs. Run that for several years and a higher range is easy to justify.
How Julia Rose makes money
ShagMag
ShagMag is the core of her business. It is an online publication that mixes sports coverage with racy shoots of Instagram models, sold on a monthly subscription that reportedly costs around $15. She founded it, and her former partner Stephen McHugh, whom she met on Are You the One?, is reported to have been involved as a co-founder or investor.
From a business point of view, the clever bit is ownership. Instead of relying on a platform that can change its rules or take a big cut, ShagMag is her own product, with her own subscriber list. That is the same playbook used by creators who move fans from social media onto paid newsletters or their own apps.
Modelling and brand work
Before ShagMag took off, Rose worked as a model and was a finalist in the Sports Illustrated Swimsuit open casting call in 2018, reaching the final six and appearing in that year’s issue. She still does paid brand work through her social accounts.
Social media
Celebrity Net Worth puts her at around 5 million Instagram followers, 600,000 on Twitter and nearly 300,000 subscribers on the ShagMag YouTube channel. Her reach is the marketing engine that keeps subscribers flowing into the paid product.
ShagMag by the numbers
We can do some rough maths with the figures that are out there. None of these are audited, but they show why the $3 million estimate looks dated.
| Metric | Figure | Note |
|---|---|---|
| Monthly price | About $15 | As reported by Celebrity Net Worth |
| Monthly revenue | $125,000 or more | Reported subscription income |
| Implied subscribers | About 8,300 | $125,000 divided by $15 |
| Implied yearly revenue | About $1.5 million | Before costs, tax and staff |
| Possible profit margin | 40% to 60% | Typical for a lean subscription content business, our estimate |
On those assumptions, ShagMag could be clearing somewhere around $600,000 to $900,000 a year in profit. Keep that going for even three or four years, add modelling and brand deals, and you get to the top of our range without any heroic assumptions. It also explains why she has kept investing in the brand rather than chasing mainstream TV.
Why the subscription model matters
There is a wider tech story here. Platforms like Instagram and TikTok are brilliant at building an audience, but terrible at letting creators keep it. Rules change, accounts get restricted, and the platform takes the lion’s share of any ad money. Rose has said the Hollywood sign stunt was partly a reaction to Instagram’s nudity rules, which is a pretty direct example of a creator being squeezed by platform policy.
Moving fans onto a paid product you control fixes that. It is the same reason so many creators have launched paid newsletters, membership sites and their own apps. Whatever you think of the content, ShagMag is a textbook case of owning the customer relationship.
The stunts that built the brand
Rose is unapologetic about using controversy as marketing, and two stunts in particular put her name everywhere.
At Game 5 of the 2019 World Series in Washington, she and two other models flashed Houston Astros pitcher Gerrit Cole on live TV, an act she said was meant to raise money for breast cancer awareness. All three were removed from the ballpark and received lifetime bans from Major League Baseball events. The publicity was enormous, and it pointed thousands of new people to ShagMag.
Then in February 2021, she and a group of friends were detained after changing the spelling of the Hollywood sign to read “Hollyboob”, which she said was a protest against Instagram’s nudity rules. Again, the stunt went global within hours. Whatever you think of the tactics, the commercial logic is the same each time: every headline is a free advert.
Who is Julia Rose?
Julia Rose was born in Texas in 1994, finished high school there and attended Texas State University. She worked at Hooters in Austin and later in Los Angeles while pursuing modelling, then got her first taste of TV on season 4 of MTV’s dating show Are You the One?, filmed in Maui and broadcast in 2016. That show led to her relationship with Stephen McHugh and, eventually, to ShagMag.
Julia Rose and Jake Paul
Rose is also widely known for her on-and-off relationship with Jake Paul, the YouTuber turned professional boxer and the kind of social media influencer whose business is built on spectacle. The pair were together on and off for a few years, there were rumours at one point that they had married, which were never confirmed, and they split for good in early 2023. Paul has since got engaged to Dutch speed skater Jutta Leerdam.
Being linked to Paul brought Rose a huge wave of extra attention, but there is no sign that her money comes from him. Her net worth is built on her own business.
Julia Rose timeline
- 1994: born in Texas
- 2016: appears on MTV’s Are You the One?, season 4
- Late 2010s: launches ShagMag
- 2018: Sports Illustrated Swimsuit casting finalist
- October 2019: World Series stunt leads to a lifetime MLB ban
- February 2021: the “Hollyboob” Hollywood sign stunt
- Early 2023: splits from Jake Paul
Follow Julia Rose
She is on Instagram, Twitter, TikTok, YouTube and, unusually for an influencer, LinkedIn.
Frequently asked questions
How much is Julia Rose worth in 2026?
An estimated $3 million to $6 million. The common $3 million figure has not been updated in years, and her ShagMag subscriptions reportedly bring in more than $125,000 a month.
What is ShagMag?
A subscription online magazine founded by Julia Rose that mixes sports content with model shoots. It reportedly costs around $15 a month.
Why is Julia Rose banned from MLB?
She and two other models flashed a player during Game 5 of the 2019 World Series. All three were removed and banned from MLB events for life.
Are Julia Rose and Jake Paul still together?
No. They had an on-and-off relationship for several years and split in early 2023. Jake Paul is now engaged to Jutta Leerdam.
Where is Julia Rose from?
She was born in Texas in 1994 and attended Texas State University.
The bottom line
Julia Rose turned notoriety into a business she owns. Strip away the stunts and you find a subscription product that reportedly brings in well over a million dollars a year, which makes the long-standing $3 million estimate look conservative. A range of $3 million to $6 million is a fairer reading of where she stands in 2026.
