Holly Willoughby dealt devastating blow as she struggles away from This Morning (2024)

Joe Swash says Holly Willoughby would be his celeb 'free pass'

Holly Willoughby’s 2021 venture away from screens and into wellness has continued to face difficulty becoming a success.

Although the ITV star’s brand, Wylde Moon was said to become the British answer to Gwyneth Paltrow’s company Goop, its accounts and figures have failed to match up.

Three years after setting it up, the business has just £1,885 in reserves, as per MailOnline.

Accounts reveal that although the company has assets of £585,633, it owes creditors £583,748, meaning it is only just staying in the black.

Wylde Moon has often been compared to Marvel star’s Goop as it also sells exotic candles, “wax melts” and “diffusers.”

Read more: Holly Willoughby murder plotter seeks permission to appeal life sentence

Holly Willoughby launched Wylde Moon in 2021 (Image: Getty)

While Holly's brand has not yet measured up to her rival’s $250 million net worth, it's a significant improvement from accounts filed in October 2023.

At the time, they had more than £283,000 in assets but £310,000 was owed to creditors, meaning Wylde Moon had just £149 in assets.

The accounts also Holly is referred to in the documents by her married name Mrs Holly Baldwin took “a £46,000 advance in the year up to October 2022.”

As well as candles and perfumes, the website contains beauty and style advice and a section on spirituality where readers are advised on crystals, healing and auras.

Don't miss...
Holly Willoughby's co-star lifts lid on her 'traumatic time' in four-word update [LATEST]
Craig Doyle speaks on Phillip Schofield's anticipated return to This Morning [INSIGHT]
'Traumatised' Holly Willoughby is issued six-word plea in order to 'move on' [EXCLUSIVE]

In 2023, Gwyneth Paltrow's company Goop was estimated at $250 million (Image: Getty)

Holly has previously said that the idea to launch her own lifestyle brand came to her in 2018 while she was in Australia hosting I'm A Celebrity alongside Declan Donnelly.

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.”

The presenter added: “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.”