This morning, Holly Willoughby launched her new lifestyle brand, Wylde Moon. A website with all of her best beauty, fashion and family life recommendations, Wylde Moon features curated content – including a monthly mood board – as well as interviews with Holly and a podcast with celebrity guests talking through phases of their life according to the eight phases of the moon.
After teasing a new project on her Instagram this week, the TV presenter immediately began trending on Google with ‘Holly Willoughby website’ and ‘Holly Willoughby Wylde Moon’ major breakout search terms – and yes, it’s Wylde Moon, not Wild Moon, which appears to be causing some confusion.
So, what is Wylde Moon all about?
‘Wylde Moon is the embodiment of me reaching a stage in life where, although I have lots of experience, I still don’t fully know who I am,’ Holly explains in her first interview on the platform. ‘I want Wylde Moon to be a place where I can share the things that I love, the lessons that I’ve learnt, the things I see and instantly want to share with others. I want it to be a place where we can celebrate other people, too, where we can shine a light on them, their brands, their experiences.’
On the Wylde Moon website, Holly has put together a team of women that will create content each month across different verticals. In charge of the beauty column is award-winning journalist Ateh Jewel, while a trio of makeup artist Patsy O’Neill, hairstylist Ciler Peksah and stylist Danielle Whiteman head up the Style section.
One intriguing vertical includes Wylde Energy, where healer, crystal reader and meditation teacher Emma Lucy Knowles is dubbed Energy Editor. Her boss? The Moon. Literally. ‘The Moon’ is listed on the Wylde Family page of editors, looking after ‘Guidance and Intuition’.
We know what you’re thinking, when did Holly become so… spiritual? Has she been the UK’s answer to Gwyneth Paltrow this whole time, or did she have a moon-awakening in lockdown? Well, according to Holly, while she’s ‘always been fascinated with the moon, space, shooting stars and looking up’, her spirituality started when she went to Australia to host I’m A Celebrity…Get Me Out Of Here and was without her children for three weeks.
Even though my life is out there for people to read about, there’s still a lot of me that I’ve kept to myself.
‘For the first time in a long time, I didn’t really know what to do with myself,’ she explains. ‘Australia is the land of alternative therapies, and the town that I was in truly had all kinds of things for all kinds of people. Through this wonderful kinesiologist called Josie, I really started to unlock pieces of myself and when I came back to England, I knew that I didn’t want to stop everything I’d learnt.’
Capitalising on that with WyldeMoon then – and we mean that literally, there’s a boutique ‘coming soon’ on the website - was a natural evolution.
‘I’ve been wanting to do something different for a long time but timing is everything, so it had to feel right,’ Holly continues. ‘Wylde Moon feels very personal to me and, even though I am someone who lives a lot of their life out there for people to read about, there’s still a lot of me that I’ve kept to myself. Part of that I’ve done for protection and part of that is because I’m still working it all out.’
So there you have it, our very own UK-based Goop, here to provide all of your crystal healing and jade rolling needs…
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