Watch out Gwyneth Paltrow, Holly Willoughby is launching her own lifestyle brand!
The This Morning presenter announced the news on her social media channels, telling her fans her new venture is called TRULY.
Alongside a black and white snap of her in a roll neck jumper on Instagram looking at the words, “Let me tell you about TRULY”, she wrote: “So… finally I get to tell you about something I’ve been working on passionately and secretly for a long time…
“This is TRULY, my new lifestyle brand that launches in the Autumn.”
Holly, 37, urged her followers to register on the TRULY website so they can be kept fully up-to-date with the launch.
“Let the adventure begin!” she said.
The Celebrity Juice star’s fans were delighted by the news and the post gained more than 41k likes and over 500 comments as they rushed to wish her well.
“Wishing you all the best with your new venture and can’t wait to find out more,” one wrote.
“So exciting! Well done. I’m all registered,” said another.
“How exciting! Can’t wait, it will be fabulous. Good luck with your new venture,” said a third.
The TRULY website says it is a “lifestyle brand for you… it’s all about the beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier.”
It will cover home, baby, living, fashion, wellness and travel.
Holly, who has three children with her TV producer husband Dan Baldwin, told The Guardian the inspiration for the brand came from the recent success of her baby books.
She said it will be both a lifestyle brand and a blog which will also oversee a charitable foundation.
Holly hopes it will become an online community where people can “talk and share”.
“For me, being a woman, it’s nice to have a space where you can have that honest, open conversation that isn’t too militant or frightening or one-way. It’s going to be very open and welcoming,” she said.
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When asked about a comparison to Gwyneth’s lifestyle brand, Goop, she laughed: “So the only things I’ve heard on This Morning about Goop, we had some sort of vagina steamer thing that you put on the toilet with herbs and stuff.
“As yet, on our list, there’s no vagina steamer.”