Holly Willoughby is set to release £65 scented candle as first products from her new lifestyle brand Wylde Moon rivalling Gwyneth Paltrow’s Goop prepare to drop online

Holly Willoughby is set to release a £65 scented candle called The Wild as the first products from her new lifestyle brand Wylde Moon prepare to be dropped online.

The This Morning presenter, 40, has followed in the footsteps of Gwyneth Paltrow by launching her own lifestyle website to share her favourite products with fans and will sell decorative items for the home.

The scent is available as a natural wax single wick candle for £40, a larger three wick candle for £65 and a reed diffuser for £45.

Meanwhile Gwyneth sells candles on her website Goop, retailing from between £31 and £70. She also famously sells a This Smells Like My Vagina Candle for £69. 

Radiant: Holly Willoughby is set to release a £65 scented candle called The Wild as the first products from her new lifestyle brand Wylde Moon prepare to be dropped online

The product description states it is a ‘fresh, aromatic blend crafted to energise and invigorate, with notes of tomato leaf, geranium, sandalwood, mint and rose.’

Holly looked stunning in the promotional shots for the new product as she posed in a white dress and held the candle in her hands. 

The pretty dress featured a high neck-line and lattice detailing and she wore her blonde tresses pinned up while opting for a natural makeup look.  

Businesswoman: The This Morning presenter, 40, has followed in the footsteps of Gwyneth Paltrow by launching her own lifestyle website to share her favourite products with fans and will sell decorative items for the home

In a second glowing shot Holly posed in a lush green garden and sat at a table adorned with foliage and the new candles.  

Wylde Moon is an online space to empower women, explore crystal energies and offer fashion and beauty tips. 

And according to popular culture and brand expert Nick Ede, Holly’s surprise career move draws similarities to that of Gwyneth Paltrow, who has become quite the wellness guru in recent years thanks to her website, Goop.

Speaking exclusively to FEMAIL, he commented: ‘Like Gywneth with Goop and Kourtney with Poosh and back in the day Meghan with The Tig she knows she has a captive audience who love everything about her – with her team of experts she’s showing her fans the everyday products that are available to buy and how good they can make you look and feel,’ Nick continued.  

Same but different: Gwyneth sells candles on her website Goop, retailing from between £31 and £70 – The star is seen January 5 above

Aroma: Gwyneth’s famous $75 candle for sale in her online Goop shop – it might be called ‘this smells like my vagina’ – but it is actually geranium, citrusy bergamot, and cedar scented

Exciting: Wylde Moon is an online space to empower women, explore crystal energies and offer fashion and beauty tips 

‘It’s great to see she’s not gone for overpriced items and she’s mixing and matching just as you would imagine she did in her daily life as a working mother.’

‘She is set to open a boutique on the site and this is where she will earn good money from affiliates, sponsorship and I am sure in time she will create a subscription model too. This is an ultra smart move from a woman who is taking control of her brand identity and its working very well. 

‘I think she could make at least half a million in the first year and then millions moving forward once proof of concept is done.’ 

Explaining her hopes for her new website, Holly penned: ‘I want WYLDE MOON to be a place where I can share the things that I love, the lessons that I’ve learnt, the things I see and instantly want to share with others.’ 

Success: According to popular culture and brand expert Nick Ede, Holly’s surprise career move draws similarities to that of Gwyneth Paltrow, who has become quite the wellness guru in recent years thanks to her website, Goop

‘I want it to be a place where we can celebrate other people, too, where we can shine a light on them, their brands, their experiences. It’s a celebration of all kinds of beauty.’ 

On her new site, Holly, who admits she practises sound baths and meditation, explains how she rediscovered herself while filming I’m A Celebrity in Australia without her family when she replaced Ant McPartlin in 2018.  

She penned: ‘Australia is the land of alternative therapies, and the town that I was in truly had all kinds of things for all kinds of people.

‘Through this wonderful kinesiologist called Josie, I really started to unlock pieces of myself and when I came back to England, I knew that I didn’t want to stop everything I’d learnt.

New project: In an Instagram post announcing the site’s launch, Holly wrote: ‘Welcome to WYLDE MOON, a space created by @hollywilloughby where she will be sharing the people, places, practices and products that she loves’

‘Now I have things in my own hypothetical toolkit, like meditation and sound baths, that really work for me.’

The presenter went on to explain that she hopes Wylde Moon will help other women discover their ‘true sense’ of self – just like she did. 

She penned: ‘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.

‘I think it’s important that we pick those beautiful things carefully, whether they’re for your home or your body. And that’s not something we should feel guilty about either, because we all love different things. Some of them are meaningful and some of them are utterly frivolous, but they all have their place.’ 

Brand expert Nick went on to say how creating her own lifestyle brand is an ‘incredibly smart move’ for Holly.

‘She is such a influential talent and I can see this brand extension being a very informative, lucrative and successful spin off for Holly,’ he added. ‘The reason it will work is that she has proved time and time again to sell out products, she has a magic touch when it comes to style, lifestyle and beauty.’

New website: The presenter went on to explain that she hopes Wylde Moon will help other women discover their ‘true sense’ of self – just like she did 

Holly has additionally launched a new podcast through the site, with her first guest being The Girls star, Lena Dunham, 35.

The duo speaks openly about the actress’ upbringing, along with her journey in finding fame in her twenties and the difficulties that she endured. 

Elsewhere on the site, beauty columnist, Ateh Jewel, reveals her go-to skin recommendations – including Dermalogica’s £55 special cleansing gel and The Body Shop’s £11 camomile sumptuous cleansing butter.

It’s the latest career move for Holly, who already has several other jobs – from being an ambassador of Garnier and Marks and Spencer, to a novelist who is set to release her first tell-all book in October costing £20 a copy.

As well as her fortune from TV presenting – the mainstay of which is a reported £600,000 a year to present ITV’s flagship daytime show This Morning – the mother-of-three also rakes it in from numerous sponsorship deals with the likes of Garnier and Marks and Spencer.

Holly, who is set to release a novel in October retailing at £20 a copy, has recently been announced as the new co-presenter of BBC1’s Wim Hof’s Superstar Survival, alongside comedian Lee Mack. And let’s not forget her company Roxy Media recording, which is thought to be worth a cool £10million.

Savvy: As well as her fortune from TV presenting – the mainstay of which is a reported £600,000 a year to present ITV’s flagship daytime show This Morning – the mother-of-three also rakes it in from numerous sponsorship deals with the likes of Garnier and Marks and Spencer 

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