Tributes have poured in to a much-loved beauty queen who died suddenly just days after being crowned Miss Royal Somerset 2025. Chloe Roberts, 21, had dedicated her platform to raising awareness of mental health issues following the death of a friend to suicide. After being crowed Miss Royal Somerset, Chloe was in the midst of preparing to compete in the finals of Miss Royal UK, and was due to fly to Florida to compete in an international competition.

However, her ‘true’ focus was on using her platform to make a positive impact. Her podcast, ‘Talk It Out’, was streamed on Spotify and sought to destigmatise mental health conditions. Her sudden death was announced by Royal UK Pageants on January 25, with a heartfelt message: ‘It is with a heavy heart we announce the passing of our Miss Royal Somerset Chloe. ‘Our thoughts and prayers are with her family and friends at this difficult time. Rest in peace Queen, forever Miss Royal Somerset.’.

The cause of death has not yet been revealed, although her passing was confirmed by friends on social media who posted messages of condolence and spoke of their heartbreak. A fellow pageant competitor reminisced, calling Chloe ‘amazing’ and ‘so friendly’. A poignant message read: ‘Chloe Roberts my girl what can I say? You were a bright light in this crazy world to so many people. Thank you for always being there for everyone else. We will miss you. You beautiful human. So young but so strong. You did your best. Love you forever.’.

Another tribute described her as ‘one if the kindest most caring individuals both online and in real life’ and someone who was ‘adored by many’ as well as being ‘a little grafter, funny, kind, sweet and beautiful’. Just weeks before her passing, Chloe spoke out about the importance of discussing mental health, despite some negative reactions. Speaking about the experience to SomersetLive, she said: ‘The reaction has been a bit mixed. There has been a few negative people saying ‘maybe you shouldn’t be talking about this’.

‘But at the end of the day, with what I’ve been through, losing a friend… I don’t think there’s anything wrong with speaking about mental health.’. Outside of her pageantry career Chloe was trained as a nurse, and moved to Minehead with her family three years prior. Her journey in beauty pageants began in 2019, and she subsequently bagged the Miss Royal East Yorkshire title for 2024 post her nursing studies at the University of Hull.

She was gearing up to compete for the title of ‘best spokesmodel’ this year, with Miss Royal UK contestants delivering a two-minute speech on an issue close to their heart, all whilst wearing a themed costume of their own design. Talking about how she wanted to improve the image of beauty pageants, she added earlier this month: ‘The pageant industry these days isn’t what it used to be like. ‘Many people, you say the word ‘pageant’ to them, and they typically think of Toddlers and Tiaras, or the age when it was all about the skinniest girl or the prettiest girl. These days, it’s nothing like that. It’s more about who you stand for as a person and your community and charity work.’.

She said she had already designed her homemade ‘spokesmodel’ outfit, saying ‘I already have the outfit in my wardrobe… It just needs a few touch-ups. It’s going to be a big secret that’ll be revealed on the day. ‘All I can say is it’s going to be mental health-based and focused on my platform with Talk It Out.’. When asked what advice for aspiring pageant queens, she said: ‘I would say absolutely go for it! Pageantry is something you almost get to learn to love. Some people enjoy football, some people enjoy rugby, and pageantry is a whole other level.

‘It’s so positive and full of so many inspirational girls. You make friends from literally all across the UK, even the world. I have friends in Scotland, Wales, and even some international friends in America and Zimbabwe. The list is endless.’. A friend of Miss Roberts posed a Facebook tribute to her, saying: ‘To the girl who saved me but I couldn’t save…. ‘Chloe Roberts, wow. I honestly don’t know where to start or what to say. I couldn’t believe the comments, I didn’t want to. I don’t think I will ever believe this is real. I’m still waiting to wake up from this horror of a dream.

‘Wow, you have no idea what an effect and impact you had on my life! You have achieved and helped so many people and for that I will always be grateful and love you to pieces. ‘All I can hope is you’re at peace resting with your lovely grandad. I love you forever beautiful girl. And to anyone reading this, as Chloe said, you don’t have to suffer alone.’. Another friend said: ‘It’s devastating to make a post like this online, but for those who aren’t aware, unfortunately an incredible friend and inspiration to many of us on many levels has recently passed away.