Aberdeen-based pharmacist and former ‘Geordie Shore’ personality, Roxanne Hamedi, is set to enter Lord Sugar’s boardroom as one of 20 ambitious candidates on the 20th series of BBC One’s ‘The Apprentice’. The upcoming season, which premieres on Thursday, January 29, 2026, will see Hamedi vie for a substantial £250,000 investment in her business.
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Hamedi brings a unique blend of pharmaceutical expertise and media experience to the competition. Building on her background as a pharmacist, she has established her own beauty brand, “Browista”, specifically designed to combat hair loss. Her venture was inspired by her personal struggles with trichotillomania, a hair-pulling condition, which she openly discusses. The brand’s mission, she states, is to “provide exceptional hair products that enhance natural beauty and inspire individuals to embrace their unique selves.”
Hamedi is no stranger to the public eye, having joined the cast of MTV’s ‘Geordie Shore’ in 2021, where she was involved in a short-lived relationship with fellow cast member James Tindale. After her reality TV stint, she returned to her profession as a pharmacist before launching her entrepreneurial career.
Lord Sugar, who has committed to hosting ‘The Apprentice’ into his 80s, will once again be supported by his long-standing advisors, Baroness Karren Brady and Tim Campbell. Campbell, notably, was the very first winner of the show, a testament to its enduring impact on entrepreneurial careers. Over 12 demanding episodes, candidates will face diverse challenges, including creating a children’s book, selling live on television, and orchestrating a corporate away day in El Gouna, Egypt. In a series first, the opening boardroom will take place in Hong Kong, setting an international tone for the milestone 20th series.
