Holly Willoughby launches a £20million bid to topple Gwyneth Paltrow as an online lifestyle guru
- This Morning host hopes her digital empire can replicate Paltrow’s Goop website
- Willoughby asked her 3.5 million Instagram followers to sign up to her Truly blog
- It will incorporate six lifestyle areas: home, fashion, baby, wellness, living, travel
TV presenter Holly Willoughby has set her sights on stealing Gwyneth Paltrow’s crown as an online lifestyle guru.
The popular This Morning host is hoping her own digital empire, centred on a blog called Truly, can replicate the success of Paltrow’s Goop website.
Ms Willoughby, 37, has already asked her 3.5 million Instagram followers – she has a daily fashion post and many of the clothes she wears sell out within minutes – to sign up to the blog.
TV presenter Holly Willoughby, who has set her sights on stealing Gwyneth Paltrow’s crown as an online lifestyle guru
It will incorporate six lifestyle areas – home, fashion, baby, wellness, living and travel.
The website is expected to promote a new clothing range, as well as a homeware line similar to one she set up with Dragon’s Den businessman Peter Jones.
The lucrative project, launching in the autumn, is tipped to double Ms Willoughby’s fortune, which already stands at £10 million.
The new project closely mimics Goop, the website set up by Ms Paltrow in 2008.
Goop also has six lifestyle ‘pillars’– wellness, travel, food, beauty, style and work.
Gwyneth Paltrow, whose website Goop – which she set up in 2008 – has been enormously successful
In addition, the Oscar-winning Hollywood actress sells her own skincare products alongside fragrances, vitamins and a fashion range.
A friend of mother-of-three Holly said: ‘This is a big deal for Holly. She is creating a lifestyle site – a one-stop shop for all you need to lead a good life.’
Ms Willoughby, 37, is one of ITV’s most popular stars, appearing on Dancing On Ice, ITV2’s Celebrity Juice and presenting This Morning alongside Phillip Schofield.
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