Holly Willoughby was supported by her co-host Phillip Schofield as she launched her latest venture away from TV.
Earlier this month the This Morning host revealed she was releasing her very own, and very first, perfume.
The release comes through her lifestyle brand, Wylde Moon, which she launched last year.
Holly, 41, has already released candles and a range of stunning jewelry items in collaboration with Kirstie Le Marque but this was another step into the scent world.
While the perfume, named (borrowed from) The Wild, was released into the WYLDE Boutique on February 8, Holly held a special launch on Wednesday night.
Holly's celebrity pals came out to support her as she launched the product in collaboration with the English National Opera (ENO) and ex-Oasis musician Andy Bell.
The event saw Andy perform new work based on Puccini's classic opera, while the performance featured 'La bohème' cast members and a 48-piece orchestra.
In a lengthy statement before the event, Holly said: "I fell in love with the opera on my first ever visit over 13 years ago. I had no idea what to expect.
"What I learnt is that it is for everyone, and for me when I come, life seems to switch off and I become immersed into a world that takes over all senses. Going to the ENO is similar to meditation for me.
"It's the perfect place to reconnect. I'm always mesmerised by the controlled freedom that opera has – powerful voices that helped me to reconnect with my inner voice and not be afraid to express it.
"Opera signifies that for me in life. 'La bohème' begins with the blowing out of a candle, just as WYLDE MOON was created with a candle – there's synergy there that brought the whole idea together."
And mum-of-three Holly was flooded with support and This Morning co-host Phillip gushed over his pal.
Sharing a picture of them both before the launch, which was held at London Coliseum.
The pair posed and smiled for the awaiting cameras in front of a classy floral display, with Phil, 59, saying: "So proud of you @hollywilloughby what a wonderful evening #wyldemoon."
He then shared another snap from inside the Colisum with a projection reading 'EN' alongside a image of Holly stood in front of the moon.
"What a collaboration @hollywilloughby @englishnationalopera #wyldemoon."
And while Phillip shared his pride for his 'bestie', Holly had also been posing with her new co-host.
Lee Mack was also in attendance and the pair stopped for the photographers.
It comes weeks after the pair returned from filming their new BBC show together.
Holly took nearly three weeks off This Morning to record the entertainment reality show inspired by the teachings of Dutch extreme athlete Wim Hof.
Wim Hof's Superstar Survival on BBC One will see a group of celebrities embark on an "epic adventure of self-improvement, and face a unique test of mental strength like no other".
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