Holly Willoughby has been providing good vibes and spiritual advice on her wellness and lifestyle website, Wylde Moon.
The This Morning presenter, 41, founded the brand in September 2021 and has been selling jewellery, crystals, diffusers, perfumes and a £65 tomato leaf candle.
Just like Goop, which was founded by Gwyneth Paltrow, it provides fans with beauty, fitness and spiritual recommendations.
According to the website, 'the pillars of Wylde Moon are about having a true sense of self; igniting your intuition, knowing your self-worth and nourishing your body and soul through music, food, laughter, sex, passion, beautiful things, or all of the above.'
The Wylde Moon platform is split into seven categories: women, moonboard, podcast, energy, beauty, style, and family.
And fans will have to dig deep into their pockets as candle - The Wild - costs an eye-watering £65.
It is inspired by the wild and offers a blend of tomato leaf, geranium, sandalwood, mint and rose to create a unique fragrance, which Holly claims will "energise and invigorate".
"You know that smell of a tomato on the vine when it's been ripened by the sun?" the product description says.
"That smell after rainfall, as it refreshes the mint and lavender and mother nature subtly weaves her magic?
"You know that aromatic, invigorating scent that travels on the wind and enlivens the senses? That..."
And it seems Holly's wellness range will only expand as she took to the brand's official Instagram to share a clip of her relaxing and destressing with crystals and sound bowls.
A huge part of her brand focuses on spirituality so it's no surprise that crystals and their 'healing properties' come up a lot.
On Sunday, she wrote: "Self Care Sundays. There is no better way to start a relaxing Sunday off than with the soothing energy from sound bowls and healing crystals."
She placed endless crystals on the floor to form a shape of a peace sign all while using the sound bowls.
Holly also has a section on her website called Wylde Energy where the WYLDE Energy expert, Emma Lucy Knowles, discusses different topics.
A crystal of the month is shared, with the expert explaining its importance. She also talks to listeners through a virtual meditation.
Emma will also name different crystals and the best place to put them to benefit from its energy.
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In May, Holly took to the brand's social media to share a hack she discovered for her dog.
Once her Wylde Moon diffuser jar is empty, she fills it with new doggy poo bags instead of throwing away the product.
That way, when she walks to the garden at home, she can quickly grab a bag and pick up after her dog.
"Sustainability is hugely important to us here at WYLDE MOON and we love seeing how you reuse your ceramic candle and diffuser vessels. Let us know your favourite way to upcycle in the comments," she said.
Not only does she discuss wellness and peace, but she also sells star and moon-themed jewellery with prices going up to £500.
On her website, Holly sells a diamond crescent moon and spinning star necklace for £450. She also sells a thinner one for £495.
Her jewellery is a collaboration with Kirstie Le Marque.
A lot of the recommendations, advice, hacks, and products are reminiscent of Hollywood actress Gwyneth's lifestyle brand.
Gwyneth also discusses the use of crystals, spirituality, health, and more. As the brand is bigger, users can also buy skincare, fragrances, wellness products and more.
Let's not forget she sold 'This Smells Like My Vagina' candles and crystal eggs for kegel exercises.
Things got wild on her website as she previously sold vampire repellent spray, a £10,000 dildo and sex dust.
Holly previously opened up about how she was 'ok' with people calling the brand 'wacky'.
She previously told Grazia: "The moment that I launched Wylde Moon, the word ‘wacky’ got used a lot.
"I expected that. And that’s fine. I can’t change that. I’m not here to force any of this on anybody.
"It’s not, ‘Come and meditate with me,’ or, ‘Look at the moon and play a sound-bowl’.
"It’s, ‘Please go and do that thing that makes your heart sing. Go and do you.'"
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