08.12.2021

Will Holly Willoughby’s new wellness brand, Wylde Moon, be the new Goop?

The team has even chosen an astrologically inspired date to launch: on the Harvest Moon, a time ‘signifying new beginnings’.

So far, so Goop? Not so fast. Holly fans will know she’s been interested in all this for a while. In the past, she’s interviewed astrologists on the show, include soul and moon mentor Kirsty Gallagher, and according to an interview on the site she’s been intrigued by the more spiritual side of things ever since her I’m A Celebrity presenting stint in 2018.

Let’s face it: it’s inevitable that any glamorous A-listers in her forties launching a lifestyle platform will invite comparisons to Gwyneth’s space.

And OK, there is a smidgen more cause for comparison – as Wylde is fully embracing the more spiritual side of wellness, with an in-house energy columnist – Emma Lucy Knowles – to consult on all things, crystals, astrology and meditation.

Holly has always been a woman who feels like she could be our best mate: the kind of person we can imagine reading our star signs with on our the Co-Star app over a glass of vino.

With Wylde, it seems like Holly is looking to do something different altogether to the likes of Goop and other lifestyle platforms – much of the content looks genuinely innovative, for instance the ‘Wylde Moonboard’, ‘a board filled with inspiration that will evolve every month, just like we all do’.

This month’s Moonboard is a beautiful looking flat-lay with a monthly theme, the first is a montage of summer throwback postcards with a telescope, shells and a vintage Leica thrown in there for good measure.

There’s also Holly’s new podcast season, By The Light of the Moon, which features major high-profile guest, Girls’ creator Lena Dunham. ‘Each month, Holly will be using the unique energy of each of the eight moon phases to walk through the lives of her guests,’ explain the show notes.

Launching at a later date is the Wylde Boutique. As we (and retailers) know, Holly’s selling power is strong. Everything she touches has long turned to gold: from her sell-out Marks & Spencer midi skirts to the boxes of £6 Garnier Nutrisse hair dye she claims give her her famous baby blonde locks.

We’ve always loved that Holly’s clothes have been ones that we can at least save up for as a payday investment. So will Wylde Moon stick to these – excuse the pun – modest roots, or should we expect a more premium, pricey offering from Holly’s platform going forward?

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