We’re so used to seeing our beloved Holly Willoughby all over TV screens, from This Morning to Dancing On Ice, it’s hard to imagine ITV without her. But with whispers and speculation mounting about her future on the channel, the presenter has been working on an off-screen back-up plan. And with the runaway success of her wellness brand Wylde Moon, friends say the star could follow in the footsteps of Gwyneth Paltrow, with a full-time career in lifestyle branding.
“It’s been a strange time for Holly, with so many people asking her if she’s leaving the show,” says a source close to the mum of three, who’s been a staple on daytime telly since she arrived on This Morning, presenting opposite Phillip Schofield, back in 2009.
“There’s so much uncertainty in the TV industry and Holly is well aware This Morning won’t last forever. The idea that she could leave daytime TV is terrifying for her – after all, this is where she found her voice and gained so much confidence. It’s sad to think of her leaving it behind.
"Of course, Holly isn’t thinking of going anywhere any time soon, but she knows it has to happen at some point. She needs a back-up plan in place, so she’s not at the mercy of her bosses at ITV.”
The 42 year old has rebranded in recent years, turning herself into a fashion and beauty icon and sharing her daily outfit choices with her 8.2million Instagram followers. She’s currently a brand ambassador for Marks & Spencer and Garnier, and published lifestyle book Reflections in late 2021. She launched the lifestyle website Wylde Moon along with a newsletter and an accompanying podcast, By The Light Of The Moon, where she’s interviewed celebrities, including Gwyneth.
“Holly is excited to focus on her wellness brand and where to take it next,” says our insider. “Her biggest inspiration is still Gwyneth and her website Goop. She loves how Gwyneth turned Goop into an internationally trusted brand and she wants to do the same for Wylde Moon.”
The star, who married producer Dan Baldwin in 2007, has also started paring down her TV work, quitting Celebrity Juice in 2020, and focusing more on family life with their children, Harry, 13, Belle, 11 and Chester, eight.
We’re told, “Of course, it’s a massive juggling act, but Holly loves the idea of being an entrepreneur and growing Wylde Moon into a business that one day her kids could take over. Of course, she’d be devastated to leave This Morning, but this could be an exciting new chapter for Holly.”