The This Morning presenter revealed over the weekend she would be launching her very own online brand and blog.
The news automatically drew comparison to Oscar-winner Gwyneth's website Goop, but when asked by The Guardian if she had taken inspiration from it, Holly said she knew very little about the venture.
She said: "So the only things I’ve heard on This Morning about Goop are 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.”
But Holly as she discussed the lack of feminine hygiene products being offered on her new site, she cheekily joked: “I’m so sorry – I’ll bring it up at the next meeting.”
Truly will also have a charitable foundation and a forum where people can chat.
Holly, 37, – who already has her own baby books and bedding collection – added: “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.”
Taking to her Instagram account today, Holly told her 3.5million followers that the brand will launch later this year.
She said: "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…Let the adventure begin! #TRULY ✨."
Naturally, her fans were delighted and rushed to congratulate her.
One wrote: "Can't wait to hear more, just registered to Truly. Congrats Holly. I'm so excited 😍❤ @hollywilloughby."
Another said: "Excited!!! Holly you have no idea how many of us you inspire every day… funny beautiful n a little mischievous!! We😍it!!".
Eagle eyed fans later noticed that she used her married name for her signature on the site.
She signed off "Holly BW" for Baldwin-Willoughby. Holly is married to TV producer Dan Baldwin.
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