Olivia Attwood has been branded ‘the new Holly Willoughby’ after reportedly landing a six-figure deal with haircare brand Garnier.
The TV personality, 34, has come a long way since starring on the third series of the hit dating show Love Island, where she reached the final with Chris Hughes, 33.
After her Love Island stint, she joined the cast of TOWIE for a year before deciding to move in a more upmarket direction by presenting documentaries for ITV.
In 2023, she became a regular panellist on another ITV daytime show, Loose Women, alongside regulars like Coleen Nolan, Frankie Bridge and Ruth Langsford.
And just last year, the star revealed that she was in talks to become a ‘permanent fixture’ on This Morning after viewers hailed her presenting debut alongside Dermot O’Leary over the summer.
Now, Olivia has reportedly been snapped up by the haircare brand, which Holly, 44, has been an ambassador for over 10 years, having started her partnership with the brand in 2015.
Olivia Attwood has been branded ‘the new Holly Willoughby’ after reportedly landing a six-figure deal with haircare brand Garnier (Olivia pictured last November)
The TV personality, 34, has reportedly been snapped up by the haircare brand, which Holly, 44, has been an ambassador for over 10 years, having started her partnership with the brand in 2015 (Holly pictured February 2025)
An insider told The Sun: ‘2026 will see Olivia build on the expansion of her ever-evolving media empire.
They continued: ‘While television remains her priority, presenting a number of hit daytime, factual, reality and entertainment formats, she is keen to capitalise on the commercial opportunities that come with being a primetime broadcaster.
‘Working with a global brand like Garnier is a career highlight for her and a partnership she could only have dreamt of when breaking into the industry a decade ago.’
Just last year, Olivia teased her upcoming collaboration with the haircare brand, sharing a slew of stunning behind-the-scenes snaps from her photoshoot.
Teasing fans, she captioned the post: ‘Something GOOD coming in 2026 @garnieruk.’
While Holly and Davina McCall, 58, continue to be longstanding ambassadors for Garnier Nutrisse, Olivia is reportedly set to follow in their footsteps by becoming the face of Garnier’s new Good hair colour, which is set to launch in February.
Daily Mail has contacted Olivia’s representatives for comment.
It comes after Olivia revealed she was in talks to become a ‘permanent fixture’ on This Morning.
An insider told The Sun: ‘2026 will see Olivia build on the expansion of her ever-evolving media empire. While television remains her priority, she is keen to capitalise on the commercial opportunities that come with being a primetime broadcaster’ (pictured 2025)
They continued: ‘Working with a global brand like Garnier is a career highlight for her and a partnership she could only have dreamt of when breaking into the industry a decade ago’ (pictured 2025)
While Holly and Davina McCall, 58, continue to be longstanding ambassadors for Garnier Nutrisse, Olivia is reportedly set to follow in their footsteps by becoming the face of Garnier’s new Good hair colour, which is set to launch in February (Holly and Davina pictured 2025)
Last year, the former Love Island star told the Daily Mail that ITV have expressed interest in signing her up for a longer-term contract after she won over viewers with her first appearance on the daytime show despite initial criticism.
Fans praised Olivia’s ‘natural’ style on screen and even compared her to Holly who fronted This Morning for 14 years before quitting in 2023.
Following her debut, Olivia reflected on her first show and how she reacted to the pressures of filming live television.
She said: ‘When I got announced there were some rumbles, some people were over the moon, others were skeptical but I knew I could do this, I can do the earpiece, I can be natural, I’m still myself, I was pleased and so was the team at ITV.
‘The viewers can go one way or the other with you but I really wanted it to be a hit. As soon as those opening credits rolled I just felt really excited.
‘Dermot was such a good person to host with, he held my hand through it, he helped me in the breaks with tips and tricks. I felt very at home, I felt like I had been doing it my whole life, which I think is a good sign.
‘There are a few of the presenters I would love to host alongside but it was such a good fit between me and Dermot, we really enjoyed working together.
‘This Morning have expressed interest in me being more of a permanent fixture it’s just a case of when that is. My schedule is insane and they have hosts in slot so it’s when those slots present themselves. Hopefully we will see more of me there.’
The TV personality, 34, has come a long way since starring on the third series of the hit dating show Love Island, where she reached the final with Chris Hughes, 33 (both pictured 2017)
After her Love Island stint, she joined the cast of TOWIE (seen) for a year before deciding to move in a more upmarket direction by presenting documentaries for ITV
On being branded the ‘new Holly Willoughby’, Olivia added: ‘Holly is a huge broadcaster, any comparisons to her I find completely complimentary.
‘She is an extremely successful broadcaster, she’s a household name, she has been for a very long time. I find comparisons to her a huge compliment actually.’
Holly presented This Morning for 14 years alongside Phillip Schofield, 63, before he left the show after admitting to an affair with a younger male colleague.
Holly left the show herself in October 2023 and has since branched out from her long career with ITV by presenting Celebrity Bear Hunt with Bear Grylls on Netflix, which was axed mid 2025.
It was the first time that Holly has not had an ITV show on her schedule in more than two decades after becoming the broadcaster’s TV darling.
She has long been a familiar face on both ITV and ITV2, hosting on shows including Surprise Surprise, Celebrity Juice, The Games, The Xtra Factor and I’m A Celebrity.
Holly is arguably best known for having fronted This Morning alongside Phillip from 2009 until 2023, while she also helmed Dancing On Ice from 2006.
However, ITV viewers now won’t be able to get a dose of Holly as there has not yet been any public news of her having signed on to another project with the channel.
In 2023, she became a regular panellist on another ITV daytime show, Loose Women, alongside regulars like Coleen Nolan, Frankie Bridge and Ruth Langsford (pictured on the show in 2024)
And just last year, the star revealed that she was in talks to become a ‘permanent fixture’ on This Morning after viewers hailed her presenting debut alongside Dermot O’Learyover the summer (pictured July 2025)
In a huge blow to ITV, Holly then turned down a lucrative deal to front a new series of the classic game show You Bet! because of her other commitments.
A source previously told Daily Mail: ‘You Bet was so popular with the viewers wished it came back for two shows that ITV bosses decided to give it a full run.
‘Holly and Stephen are a great double act and they were both brilliant so they were asked back.
‘But Holly politely declined, she has other commitments and couldn’t make it work.
‘She is in demand and now she isn’t shackled to This Morning four days a week, she is able to look at more options, some are global.
‘Celebrity Bear Hunt was a huge thing for her, her first role with Netflix and she just loved it and they loved her so there could very well be much more where that came from.
‘The world is now Holly’s oyster, there are so many opportunities for her.’
