Gemma Collins replaces Dani Dyer as the new face of Surf washing powder signing bumper seven-figure pay cheque

SINCE leaving Towie in 2015, GEMMA COLLINS has come up smelling of roses.

And now that old adage is more literal than ever, after she signed a seven-figure deal to become the new face of Surf washing powder.

Gemma, 40, is replacing Dani Dyer, 24, in the lucrative gig - meaning the actress' ridiculed “Perf with Surf” catchphrase will now become a thing of the past.

An insider said: “Gemma is the new face of Surf washing powder and it’s the most lucrative deal she has ever signed.

“The money on the table for the gig is well over £1million and includes TV and social media adverts.

“Gemma started filming her first commercial over the weekend and she’ll be officially announced as the new face of Surf in the coming weeks.

“Dani is stepping back from her role with the brand and won’t be working with them any longer. She has a lot on with her baby son and those in charge at Surf wanted to tap into Gemma’s brand power.

“She has such a huge following and everything she endorses turns to gold.

“They may be paying Gemma seven figures to come on board but they think the rewards for Surf will be even greater.”

This deal is just one in a long line for Gemma, who has become a multi-millionaire off the back of her Towie fame.

Along with owning her own clothing business, Gemma also has a hugely successful podcast on the BBC.