Why Holly Willoughby’s sexy confessions could make her a fortune

A shock new move – in which she will open up about ‘sex and passion’ – is set to make Holly Willoughby the UK’s Gwyneth Paltrow... and earn her millions

holly willoughby

by Daisy McLure |
Updated on

After two decades on TV, Holly Willoughby revealed a shock new career move last week by launching her own wellness brand – after going on a journey of self-discovery.

The This Morning star revealed her new wellness website, Wylde Moon, on Instagram – which racked up 50k followers in the first day – and said, “The most important pillars of WYLDE MOON are about having a true sense of self, igniting your intuition, knowing your self worth, nourishing your body and soul through music, food, laughter, sex, passion, beautiful things, or all of the above.”

The blog includes a podcast, as well as advice segments from Emma Lucy Knowles, Victoria Beckham’s clairvoyant and crystal healer, among other guests.

Holly, 40, revealed she’d become interested in spirituality while filming I’m A Celebrity! in Australia in 2018 without her family – her husband, television producer Dan Baldwin, 46, and their children, Harry, 12, Belle, 10, and Chester, six – saying being alone allowed her to “start unlocking pieces of [herself]”.

Speaking of her journey to self-discovery – insisting she has “changed a lot in the past few years” – she added, “Wylde Moon is the embodiment of me reaching a stage in my life where, although I have lots of experience, I still don’t know fully who I am. In a selfish way, I am putting this all together to help me [on the journey].”

Fans have already been treated to a glimpse of the “new” Holly. The star posed in a seductive, tailored black dress for the promotional shots on the brand’s Instagram page.

Understandably, her rebranding has drawn comparisons to Gwyneth Paltrow’s wellness empire, Goop, which is worth £200m.

gwyneth paltrow
Gwyneth is a huge fan of herbal medicine, breathing apps and meditation ©Getty Images

The actress has made headlines for selling candles that smell “like my vagina”, steam baths for your bits, £15,000 sex toys, and herbal “sex dust”.

Mum-of-three Holly was inundated with offers from sex toy brands when she launched her previous lifestyle brand, Truly,in 2018, and showed her saucy side on This Morning when she revealed that she breaks in her heels “in the bedroom”. She also tested out a “vagina-tightening” machine for TV show Christmas Shopping With Keith Lemon, and suggestively ate a banana on Celebrity Juice in 2018.

And, earlier this year, fans went wild when she accidentally posted a picture of her naked reflection in the bathroom taps while taking a bubble bath.

While Gwyneth is a huge fan of herbal medicine, breathing apps and meditation, Holly loves to use crystals and kinesiology, a type of massage aiming to correct imbalances causing disease in the body.

Both women are also homebodies, with Gwyneth – mum to Apple, 17, and Moses, 15, with ex-husband Chris Martin, 44 – creating family feasts to show off on her website, while Holly posts snaps of her roast dinners on her socials.

But PR guru Nick Ede says it’s the balance between being a wholesome family woman and not being scared to express her sexuality that will make Holly – who is already estimated to be worth £10m – her new fortune.

Nick explains, “Holly has what it takes to be the British version of Gwyneth. She has the perfect balance, because she is wholesome and the epitome of the girl-next-door type, yet as we’ve seen with her opening up about sexy stuff in the past, she isn’t scared to talk about sexuality and she has a fun side. People love her for her saucy confessions because they can relate to her.

Gwyneth paltrow candle
Gwyneth’s “vagina” smelling candle is controversial ©Goop

“Holly appeals to women, who want to be friends with her because she is so down to earth, and men, who want to be with her because she is a bit naughty yet is a loving, family woman.

“I think Holly will offer a lot of great advice to women. I hope she’ll talk about important things that have often, wrongly, been considered taboo – like sexuality, sexual health, and the menopause – to break down those boundaries.

“I think she’s creating a mini empire and this brand will be massively successful and earn her a fortune – she could easily start off earning £1m a year from this venture alone.

“Everything Holly puts her name to – clothes, beauty brands – sells well, so she may as well do it herself with her own site. I would say she is in the top three female presenters in the UK and branching off could give her a wider appeal.”

Check out: Holly Willoughby's This Morning outfits and high street dupes


Holly Willoughby: All her clothes from This Morning and where to get it cheaper on the high street

holly willoughby this morning outfit 3 may 20221 of 6
CREDIT: Instagram / hollywilloughby


Today Holly has opted for a smart casual look. She's wearing a blue floral ruffle top, black trousers and black heels. What we're loving about this outfit is that you can dress it up with heels like Holly, or keep it casual with trainers. Holly's outfit costs more than £150 but we've found a high street dupe...What Holly is wearing:Ditsy floral contrast broderie ruffle blouse, Warehouse, £69.Clara trousers, Sezane, £95.**Where you can get Holly's look for less on the high street:**From New Look you can recreate Holly's entire outfit for less than £40...

holly willoughby 4 may 20223 of 6
CREDIT: Instagram / hollywilloughby


It's Wednesday and again Holly has opted for a smart/casual outfit. She's paired a white shirt, green midi skirt and nude heels together. Again this is a great outfit if you're heading into the office or going out for lunch with the girls. Holly's outfit is on the pricer side, so we've found a similar look that'll save you some cash...What Holly is wearing:Pure Collection linen shirt, John Lewis, £85.Suede wrap skirt, Jigsaw, £285.**Where you can get Holly's look for less on the high street:**From River Island you can copy Holly's style for less than £70...

holly willoughby this morning outfit5 of 6
CREDIT: Instagram / hollywilloughby


It's Thursday and for her final look of the week, Holly is wearing a blue and white floral dress. The This Morning presenter looks gorgeous and we're loving this dress. We're not the biggest fan of the £200+ price though, so we've found a high street dupe.What Holly is wearing:Fellini blue and cream tropical print cotton shirt dress, L.K. Bennett London, £299.**Where you can get Holly's look for less on the high street:**From Forever Unique you can recreate Holly's outfit for less than £60...

holly willoughby this morning outfit6 of 6
CREDIT: Forever Unique

holly willoughby this morning outfit

Closer magazine
Get the best celeb interviews in Closer magazine each week ©Closer magazine

Holly’s latest move comes amid her bitter £10m feud with her former management company, YMU, which fuelled reports that their acrimonious split had led to Holly – who has since launched her own female-led agency, Roxy – questioning her future on This Morning, though she has denied the rumours.

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In April, Holly said, “I’m finally at a point in my life where I can see a little more clearly,” and an insider also revealed that Holly has shifted her priorities as she enters her forties.

The source says, “Holly’s spent the last 20 years putting everything into her career. While she loves presenting, she’s also keen to shift the balance and be her own boss so she can have the freedom over her schedule. That will enable her to spend more time with Dan and the kids.”

Tellingly, on her website, Holly also wrote last week, “There are so many ways in which we are controlled by social boundaries and I think that we could all do with being a bit more wild and seeing what our parameters and boundaries are on our own terms – not on anyone else’s.”

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