The presenter, 39, got her lobes re-pierced during a segment about the latest piercing trends with Samantha Hayler, Head Piercer at Astrid and Miyu.
As Holly laid on the bed, Samantha picked up a needle and prepped the presenter's ear.
Holly said: "So I'm going to re-pierce. Am I actually doing this guys?!"
So I'm going to re-pierce. Am I actually doing this guys?!
As the cameras zoomed in on Holly's ear and Samantha pulled the needle closer, Phil exclaimed: "Needle, needle, needle alert! What you thinking guys?!"
Samantha told Holly: "So I'm just lining everything up and then when you're ready, take a nice deep breath in for me and blow it away."
Holly squirmed as the needle went through her lobe.
She said: "Okay, that was a little pinch," as Phil looked on looking slightly nervous for his co-star.
Holly added: "What's that in my ear? That's not an earring. That was a lot more pressure and hurt a lot more than I thought it was going to be."
Samantha then pushed the earring through as Holly squealed.
She said: "Ow! That hurt."
Viewers were amused by the segment with many telling Holly to "calm down".
One person said: "Haha oh Holly calm down. #ThisMorning."
Another joked: "I'm in stitches how was Holly when she popped out 3 children."
A third added: "For the love of God how did Holly Willoughby get through childbirth?"
But one person praised the presenter: "Ouch bring back the needle gun that looked evil!!! Well done @hollywills."
Ouch 😱 bring back the needle gun 😂😂😂😂😂 that looked evil !!!
Well dome @hollywills
— Kim Ellis (@KimAEllis) March 5, 2020
Meanwhile, Holly's outfit for today's show wowed fans as many said it brightened up a dull day.
The presenter wore a multi-coloured floral dress from Warehouse with her signature pair of nude heels.
The dress, which costs £69, has already sold out on the Warehouse website.
Fans gushed over Holly's look with one person commenting: "So elegant love this dress."
Another said: "Certainly brightens up a dull rainy morning."
A third wrote: "Looking gorgeous in that beautiful dress. It really does cheer things up on this rainy day."
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