For decades Holly Willoughby was considered one of TV’s biggest draws, amassing a huge fortune through a 14-year stint as the face of daytime staple This Morning.
But that run came to a dramatic halt back in 2023 when the star decided to step away from hosting the series due to the terrifying kidnap and murder plot by obsessed security guard Gavin Plumb.
While Holly continued to appear on TV shows Dancing On Ice and Netflix’s Bear Hunt, both of which were axed earlier this year, the presenter has also been adding to her fortune with a vast array of brand deals and sponsored posts.
The ITV favourite had already topped up her bank balance by working with big-money lifestyle brands, and over the past two years, has also fronted her own company, Wylde Moon, which she launched to rival Gwyneth Paltrow’s Goop.
These deals haven’t come without criticism, as Holly faced backlash this week for a post that showed her having a freebie £1,495 private healthcare treatment.
And with reports circulating that Holly is already planning her TV comeback with the help of her husband Dan Baldwin, it seems that such a return will only play a small part in the star’s ever-growing fortune.
Holly, who is worth £12million, has had her longest collaboration with the hair and beauty company Garnier, and has been a brand ambassador for 10 years.
Following her departure from This Morning, Holly Willoughby has continued to boost her £12 million fortune with a string of brand deals (pictured promoting her range with Grenson)
Other collaborations include the online retailer BeautyPie, which sells luxury makeup and skincare products, which included her own bespoke collection of items, priced at £55
As part of her work with the brand, Holly has fronted a string of adverts for their Nutrisse hair dye, and in videos shared on social media, she colours her hair herself using the product at home.
In a post she shared on Instagram back in March, Holly said: ‘My most asked Question is do I really dye my hair at home?!
‘And the answer is YES I do! I’ve been using the Nutrisse Hair Colour in 10.01 Natural Baby Blonde for 10+ years and I still love the results!
‘Touch up my roots with me! It’s so easy to do at home and leaves your hair feeling nourished with a gorgeous shine.
‘Don’t forget to do an allergy alert test 48 hours before applying the hair colour.’
Holly has also promoted a range of Garnier’s skincare products in paid partnership posts, including SPF and UV protection products, which she used during a ski trip in February.
Earlier this year, Holly signed a lucrative fashion deal with Grenson to bring out her own range of boots to coincide with the release of her Netflix show Bear Hunt.
After wearing Grenson’s boots for her stint on I’m A Celebrity in 2018, they sold out almost immediately.
Holly, who is worth £12million, has had her longest collaboration with the hair and beauty company Garnier, and has been a brand ambassador for 10 years
Last week, Holly celebrated 10 years of working with Garnier alongside pal and fellow brand ambassador Davina McCall, who has fronted the brand for 20 years
The pair beamed as they posed for snaps at a celebratory event at The Wigmore in London earlier this month
Holly has also promoted a range of Garnier’s skincare products in paid partnership posts, including SPF and UV protection products, which she used during a ski trip in February
Crashing the website, the £255 black lace ups found Grenson shipping out 400 pairs an hour during the three-week series.
Priced at £365, Holly designed the boots with the brand by ‘outlining exactly what she wants out of boot’, and throughout Bear Hunt’s run, she shared snaps of the range on Instagram.
Other collaborations include the online retailer BeautyPie, which sells luxury makeup and skincare products, with a video back in November promoting The Superstar Facial Kit, which was priced at £44.
Holly first joined forces with BeautyPie in May 2024, after creating her own collection of summer makeup products.
Unveiling the collection, which was priced at £55, she told her followers: ‘I’m really excited today as behind the scenes I’ve been working closely with the @Beautypie product team to curate the ultimate grab-and-go Summer makeup bag, which I am so pleased to be sharing with you.
‘The bag is full of what I like to call ‘no-mirror-makeup’ with four of my favourites for lips, cheeks, lashes and highlighting, into this chic, travel-friendly, see-through silver makeup bag.’
Holly has also had a longtime collaboration with homewear brand Dunelm Mill, and with a starting price of £15, wallpaper, cushions, bedding and curtains reach up to £130 in the floral collection.
She unveiled her newest collection with the retailer back in January, she told her followers: ‘Dreaming of springtime ? Bring these beautiful blooms or ditsy florals into your home…
‘My new collection with @dunelmuk is exclusively available now… so excited to share it with you… #Home #bedding #curtains’.
In 2021, Holly launched her own wellness and lifestyle brand Wylde Moon, akin to Gwyneth Paltrow’s Goop, and it currently sells candles and perfume.
The site contains beauty and style advice and a section on spirituality where readers are advised on crystals, healing and auras.
The TV presenter said that the idea to launch her own lifestyle brand came to her in 2018 when she was in Australia hosting I’m A Celebrity alongside Declan Donnelly.
In 2021, Holly launched her own wellness and lifestyle brand Wylde Moon, akin to Gwyneth Paltrow’s Goop, and it currently sells candles and perfume
Holly has also had a longtime collaboration with homewear brand Dunelm Mill, and with a starting price of £15, wallpaper, cushions, bedding and curtains reach up to £130
She said: ‘I’ve always been fascinated with the moon, space, shooting stars and looking up.
‘On holiday, I spend more time on the sun lounger at night than during the day. The moon is always there – like the sun– no matter where you are in the world.
‘I’d lost a part of who I was and that rediscovery has led me here, to a whole new place of beauty and power.’
Holly still continues to promote Wylde Moon and its producers, posting an offer for one of her brand’s reed diffusers earlier this month.
Throughout her career she has written 15 parent and children’s books, selling more than 250,000 copies and generating £2.5 million.
However, a recent post from the star saw her come under fire, after she shared a paid-for post promoting a £1,495 private healthcare treatment, which she got for free.
The star recently went for a ‘multi-organ MRI scan’ which checks for cancer and numerous other health conditions, but the post left many of her followers unimpressed, as they complained they were unable to afford a similar treatment.
Holly has since turned off comments on the post, which was a paid ad.
In her post, Holly wrote: ‘Recently @ezrainc very kindly invited me for a multi-organ MRI scan, checking for early signs of cancer and 500+ other conditions.
‘As we all know, early detection saves lives, and it’s incredible this is now available in London. Having that peace of mind for me and my family is so worth it.
‘As a company their hope is the more who do this the more available it is for everyone…#gifted’.
Over the weekend, it was reported that Holly is ‘secretly plotting a spectacular TV comeback’ with her producer husband Dan Baldwin after being left without a show for the first time in two decades.
However, a recent post from the star saw her come under fire, after she shared a paid-for post promoting a £1,495 private healthcare treatment, which she got for free
After leaving This Morning and following the cancellation of Dancing On Ice as well as Netflix’s Celebrity Bear Hunt, Holly was left without a hosting role for the first time in 21 years.
Dan, who owns his production company Hungry Bear Media – the firm behind hit shows such as Gladiators – met Holly through work in 2004.
Sources close to the pair said how there had been ‘pressure’ on their marriage as Dan continued to flourish professionally during Holly’s break.
The Sun reported Holly is looking at primetime for her big return, leaving behind the daytime schedule she previously thrived in for 14 years.
An insider told the publication: ‘She and Dan both know she has what it takes to go solo in a primetime evening slot, and they plan to make her the biggest female presenter in the UK again. Together, they are a force to be reckoned with.
‘Plans are in early stages, but they are quietly sounding out friends from the TV, film and music industry to get them onboard for a potential new primetime show fronted by Holly.’
The mole added that after two decades of fronting television with co-presenters, she is ready to go at it alone.
She is also believed to see herself as the next chat show host, such as a female Jonathan Ross or Graham Norton.
The mum-of-three is also said to have reached out to pals Emma Bunton, Christine Lampard and Fearne Cotton ‘under the radar’ to see if they’d support her solo comeback and for advice.
