This Morning's Holly Willoughby is launching her first ever perfume today.
The presenter teased her brand new product - which is part of her Wylde Moon range - over on Instagram, with many fans excited to try it.
However some were concerned by the price point of Holly's new scent.
She has not confirmed a price for the spray, but on her website, the 50ml bottle retails at £42.
Some of her 7.6million followers are frustrated about how much they will have to splurge on the perfume, should they want to.
Holly proudly showed off her new product in a short video clip, which saw her cradle the bottle.
The TV star wrote on Monday evening: "Tomorrow! My first ever perfume…Discover a scent to energise and enliven your senses… 8am @wyldemoon 08.02.22. #borrowedfromthewild."
Fans pointed out her Wylde Moon diffusers range from £45, while her branded candles start from £40, so they assumed the perfume would be in the region of £85 and above.
In the comments section, one fan wrote: "Wonder how much that will cost."
Another agreed: "I was thinking that too... I love her necklaces but they cost more than my rent [laughing emoji]".
A third added: "Exactly thought she was gonna bring stuff out reasonably priced."
Another took a wild guess at the price of her new perfume, writing: "The diffusers are £45 & candles £65 so I am guessing £85+."
"Disappointing," a fifth shared.
Another shared: "Suppose this is out of normal folks price range just like the other wyldemoon stuff."
However others argued that whatever the price point, it is down to Holly how much she feels her bespoke products are worth.
One penned: "It probably is reasonably priced to her….."
"Smells amazing! Clever girl!" another commented.
"You really are a force to be reckoned with. Got the reed diffuser and it smells incredible, so extremely excited for this!!!" a third praised.
It comes after Holly was slammed for flogging a necklace for £450.
She advertised the jewellery as part of her Wylde Moon collection, but her followers baulked when they saw the hefty price tag.
Holly was accused of being "greedy" as some fans revealed the gold-plated necklace "costs the same as rent".
The Mirror has contacted Holly's representative for a comment.
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