Before the recent developments, Maura Higgins was primarily known for her breakout role on Love Island in 2019, which launched her into the public eye. Since then, she has participated in various reality shows, including The Traitors US and Dancing On Ice, gradually building her brand in the entertainment industry.
However, on March 16, 2026, Higgins attended Elton John’s AIDS Foundation 34th Annual Academy Awards Viewing Party, marking a significant moment in her career. Dressed in a daring cut-out gown that showcased her abs, the 35-year-old star captured attention and highlighted her evolving status in Hollywood.
This appearance coincided with the launch of an Uber campaign titled ‘Uber IrishXit’, which features Higgins in a lighthearted ad that celebrates the tradition of the ‘Irish exit’ during St. Patrick’s Day festivities. The campaign includes a 45-second launch film titled ‘Where’s Maura?’ and has been well-received, with viewers praising it as ‘brilliant’ and ‘iconic’.
The campaign aims to resonate with millennials, as studies show that 50% of this demographic have participated in an Irish exit. This alignment with Higgins, who has gained popularity in the US, showcases Uber’s strategy to connect with younger audiences.
“Uber has officially co-signed one of the most infamous, longstanding social traditions: the Irish exit,” said Zack Roif, emphasizing the campaign’s cultural relevance. Marisa Siegel added, “As St. Patrick’s Day festivities commence, Uber is here to help get you home,” further promoting the campaign’s intent.
Higgins’ involvement in both the charity event and the Uber campaign signifies a shift in her public persona, as she transitions from a reality TV star to a recognized figure in broader entertainment and marketing realms.
As she continues her press tour following her appearance on The Traitors US, Higgins is likely to maintain her momentum in the industry. Her recent endeavors not only enhance her visibility but also reflect her growing influence in the entertainment landscape.
Details remain unconfirmed regarding any future projects, but Higgins’ recent activities suggest a promising trajectory in her career.