From "I've got a text" to "we're still friends" in half a year – that's the notorious 'six-month curse' that keeps hitting the cast of Love Island.
Many of the couples seem to have a good time, but not a long one.
In fact, fans noticed that so many couples were parting ways around the six-month mark, that they started to question whether the duration was a contractual requirement – though there is no evidence of this.
The new series for 2021 is about to start, and will any of this year’s potential lovers find a long term romance?
Psychologist Emma Kenny told Standard Online that it comes down to negative bias, or what some stars of the show call the "ick".
“After six months, you’ve got to the point where you’re being more yourselves, so the good behaviour that we all know in those early days and that never annoy us in the early days suddenly become normalised,”
She adds: “As soon as you’re in a situation that all the things that used to be exciting become normal, you end up creating a negative bias.
“When you get to that point at six months, you may have fallen out of that initial honeymoon period and lost that bubble of excitement.
"You’ve changed your mind about the relationship, and your brain seeks to find details that confirm that belief – which leads to that ick feeling.”
Here are some of the couples who failed to make it past the six-month itch.
Maura Higgins and Curtis Pritchard
Many fans couldn't believe it when gorgeous Maura coupled up with nice-but-dull Curtis.
Their love wasn't set to last, as Dancing On Ice star Maura revealed the news on their split on Instagram after six months, as she said they "couldn't make it work".
One fan tweeted: "Congratulations to Maura and Curtis on fulfilling their contract! How long until the Molly Mae and Tommy contract expires, couple of weeks? A month! I can’t wait! #LoveIsland."
Others pointed out they were mismatched from the start, with some claiming Maura actually wanted love and was trying to change herself to be "right" for Curtis.
Dani Dyer and Jack Fincham
Lovebirds Dani and Jack ended up in an on-again-off-again mess after meeting on the show in 2018.
Fans adored the couple on the show and were rooting for them, and were stunned when Dani ended things after six months over "a lack of respect" from Jack.
However, they did give things another go before splitting for good in April 2019.
Jack wrote: "There is no easy way to say this and it isn't going to be an easy time but me and Dani are not in a relationship anymore."
He went on to have a baby, Blossom, with a friend he had known for ten years, while Dani had baby Santiago with fiancé Sammy Kimmence.
Olivia Attwood and Chris Hughes
After meeting on the 2017 series, Olivia Attwood and Chris Hughes also called time on their relationship in December that year, after around six months.
Olivia dropped the bombshell a week after a video emerged that appeared to show Chris kissing a woman (who wasn’t Olivia) on a night out.
She was forced to reveal that the couple had actually secretly broken up.
"Obviously last week I was taking some time out from my relationship with Chris to work out what was going on in my head," she wrote in a new! magazine column.
They then made the split official in February 2018.
Megan Barton-Hanson and Wes Nelson
One of the funniest split announcements came from Megan Barton-Hanson and Wes Nelson.
The pair went their separate ways just after six months together, and their parting statement was a parody of Gwyneth Paltrow's infamous split announcement.
She wrote: "We are, however, and always will be a family and in many ways we are closer than we have ever been.
"We are parents first and foremost to one incredibly wonderful hamster and we ask for his and our space and privacy to be respected at this difficult time. "
Fans called the announcement that they would be co-parenting a hamster together, "iconic."
Josh Denzel and Kas Crossley
Their romance made headlines in the 2018 series after Josh dumped Georgia Steele for Kas.
The pair seemed head-over-heels, but even they couldn't survive the six-month curse.
Kas wrote on Instagram: “Sometimes things don’t go the way you planned, but you have to be grateful for the journey.
“Thank you for everything especially showing me how to love myself again.”
Their break-up started off amicably, but it wasn't long before they had digs at each other on social media.
Adam Collard and Zara McDermott
Adam and Zara managed to make it to around seven months before calling things off, but sources close to the couple said they had been furiously arguing for some time beforehand.
The pair had moved in together in Essex shortly after being eliminated from the show in 2017, but they soon fell out.
Zara later called their relationship "toxic," after Adam posted a photo of him on a plane jetting off to a holiday to the Maldives he'd booked for the two of them.
The split allegedly happened because of Adam's partying ways.
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