Matt Armato and Beau Ciolino ran the lifestyle brand Probably This after meeting in 2013 and launching the brand in 2014. They posted recipes, home design, and couples content across Instagram and TikTok. In mid-August they announced a breakup in a now-deleted video and proposed splitting custody of their shared social media. Armato acknowledged the awkwardness of announcing the breakup publicly and confirmed he is single. Ciolino expressed gratitude for twelve years together, emphasized continuing love, and said they decided to remain best friends. Viewers reacted on platforms with speculation and commentary, and some clips remain available on X.
Well, we broke up,
This is like the dumbest video I think I can imagine. This belongs in my journal, not out there, but I want you to know I'm single.
I think that there is so much love between us, and really loving someone knows when to change the format of the relationship, and we've decided to just be best friends,
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