They were the "WAGS" who didn't actually need to be WAGS. Honestly, looking back at the mid-2010s reality TV landscape, Natalie Halcro and Olivia Pierson basically rewrote the script on what it meant to be a "wife or girlfriend" of a pro athlete. While the E! Network cameras were busy hunting for drama in the bleachers, these two cousins from Langley, British Columbia, were busy building a digital empire that would eventually outlast most of the rosters of the teams their boyfriends played for.
Fast forward to 2026. The term "WAGS" feels like a relic of a different era, yet Olivia and Natalie are still everywhere. You've seen them in Kim Kardashian’s inner circle, you’ve seen them front row at Fashion Week, and if you've scrolled through Instagram lately, you’ve definitely seen their aesthetic mirrored by a million other creators. But what really happened after the cameras stopped rolling on their spin-offs?
The Reality TV Launchpad: More Than Just a Sideline
When WAGS LA first dropped in 2015, the hierarchy was clear. You had the wives at the top, the fiancées in the middle, and the "girlfriends" fighting for a spot. Natalie was dating NFL linebacker Shaun Phillips at the time. Olivia? She was actually single for a good chunk of the early run, eventually dating Marcedes Lewis.
It was a bit of a scandal back then.
Hardcore fans of the show remember the tension. The "traditional" WAGS often looked down on the cousins, accusing them of being more interested in their "glam" and Instagram followers than the actual sports. They weren't wrong about the ambition, but they definitely underestimated the staying power. Natalie and Olivia weren't just there to support a man’s career; they were using the platform to launch their own.
The Kardashian Connection and the "Clique" Rumors
You can't talk about Olivia and Natalie without talking about the Kardashians. By 2019, they weren't just reality stars; they were "Kim’s friends." This wasn't just a casual "see you at a party" thing. We’re talking private jets, birthday trips to "Dollywood" for Khloé, and even appearances on Keeping Up With The Kardashians.
Critics often call them "Kim clones" or part of a "paid clique." It’s a harsh take that pops up on Reddit threads every few months. People claim they just "morphed" into the Kardashian aesthetic—the contour, the neutral tones, the specific surgical look. But if you look at their early YouTube tutorials from 2010, long before they were famous, the cousins were already obsessed with heavy glam. They didn't just copy the look; they were part of the group that helped create the trend.
Business Beyond the Screen: June Joy and Harloc
By 2026, the "influencer" tag feels a bit small for what they’ve actually done. They’ve pivoted hard into actual ownership. While many reality stars just slap their name on a fast-fashion collab, these two have been grinding on their own brands for years.
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- June Joy Swim: Named after their middle names (Natalie June and Olivia Joy), this brand was their "baby." They didn't just model it; they were the lead designers.
- Harloc: Their venture into the high-end hair extension market. They focused on "Slavic Hair," which is basically the gold standard in the industry.
- SKIMS: While they don't own it, their consistent presence in SKIMS campaigns (like the 2022 Cotton Fleece drop) proved they have the "look" that sells.
It's actually pretty impressive when you think about it. Most reality stars fade out after three seasons. These two managed to leverage a show about other people’s careers to build a foundation that supports their entire family.
What Most People Get Wrong About "Nat & Liv"
There is a common misconception that they just "fell into" fame because they were pretty and hung out in the right lounges in LA. That ignores the decade of work they put in before the E! cameras showed up.
They were waitressing and doing makeup in Vancouver back in 2010. They literally put "E! Reality Show" on a vision board ten years before Relatively Nat & Liv ever aired. That kind of intentionality is rare. People love to hate on "famous for being famous" types, but Natalie and Olivia have a work ethic that even their toughest critics have to acknowledge. Natalie once joked that she couldn't do anything without Olivia because Olivia is the one who answers every single email and keeps the schedule tight.
The 2026 Reality: Where Are They Now?
Natalie is now navigating the world of motherhood while maintaining her brand, a shift that humanized her to a lot of followers who previously thought she was "too perfect." Olivia remains the ultimate "cool aunt" and business strategist. They still live that high-gloss LA life, but the focus has shifted from "who are they dating?" to "what are they building?"
The era of WAGS is over, but the era of the "Cousin CEOs" is still going strong. They proved that you don't have to be defined by the person on the field. You can be the one owning the stadium—or at least the most successful brand in the VIP box.
Next Steps for Fans and Creators:
- Study the Pivot: If you're an aspiring creator, look at their 2018-2020 transition. They moved from "cast members" to "brand owners" by aggressively networking with industry leaders like Kim Kardashian.
- Check the Brands: Before buying into the hype, look at the material quality of June Joy vs. standard influencer drops. The longevity of a brand depends on the product, not just the face.
- Audit Your Vision Board: It sounds cheesy, but the "Nat & Liv" story is a case study in long-term goal setting. What's on your board for 2036?