Holly Willoughby's Lifestyle Venture Wylde Moon Faces Major Downsizing
Television presenter Holly Willoughby stepped away from her broadcasting career following a terrifying abduction plot uncovered in 2023. While some anticipated her return to television, others speculated she might focus entirely on her Gwyneth Paltrow-inspired lifestyle business, Wylde Moon. However, nearly five years after its launch, it has emerged that the venture has undergone significant contraction.
Business Operations Severely Reduced
Wylde Moon has discontinued its jewellery line and podcast, and appears to have parted ways with its hair, beauty, style, and energy editors. A recent filing to Companies House revealed the business now lists just two employees, understood to be Holly, 44, and her sister Kelly. This marks a stark contrast to its launch in 2021, when it boasted a team of 14 and numerous contributors featured on the website. Currently, no contributors are listed or credited.
On Tuesday, Holly posted a video on social media showing herself and her sister enjoying a 'Wylde Moon away day' at a spa in Sussex. The caption described drinking sacred cacao, selecting oracle cards for guidance, and crafting reed dollies as blessings. Also present was Holly's long-time stylist and friend Patsy O'Neill.
Financial Challenges and Narrowed Focus
Accounts for the year to October 2024 indicate Wylde Moon is not experiencing the rapid expansion seen by similar brands like Goop. Net assets are recorded at £4,831, up from £1,885 the previous year, but the company owes £733,485 to creditors, an increase from £583,748. Among these creditors is HMRC, with a £67,262 liability for Corporation Tax, suggesting a taxable profit of approximately £250,000.
The brand's focus has narrowed considerably. Monthly posts about fashion, beauty, or hair have ceased, replaced by content primarily centred on well-being and astrology. Wylde Moon continues to sell candles priced at £40 for a single-wick scented version, wax melts at £11, perfume at £42 for Holly's signature scent, and reed diffusers at £45. Holly's 2021 book Reflections, offering life lessons on finding beauty, remains available. She frequently promotes money-off deals for the business on her Instagram account.
Previous Ventures and Career Context
In 2018, Holly was due to launch a lifestyle brand called Truly with Dragons' Den star Peter Jones but withdrew shortly before launch, citing the need for total dedication and concerns about family time. Jones and his partner Tara Capp proceeded independently, and Truly now sells various products through John Lewis and Next.
Since leaving This Morning, Holly appeared in the Netflix show Bear Hunt, which was not recommissioned. She continues to be represented by her own company, Roxy Management, which seemingly has her as its sole client. During her tenure on This Morning, she was one of the highest-paid presenters, earning a reported £730,000 annually alongside Phillip Schofield.
