Presenter of This Morning, Holly Willoughby says she is no longer afraid of the reaction to her wellness and lifestyle brand anymore. 

The 40-year-old launched the site, Wylde Moon, in September after it was initially described as "wacky."

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Willoughby shared that she was inspired to create the platform whilst co-hosting I'm A Celebrity...Get Me Out of Here! in Australia back in 2018, when she got to explore alternative therapies. 

Talking to Grazia magazine, the This Morning host said: "I’m not afraid of the reaction to it anymore.

If it doesn’t fit with what your thoughts and expectations of me are, well then there’s nothing I can do about it."

Adding that: "I can’t change that. I don’t want to change that. And I’m not going to change that. This is me.”

The Wylde Moon website is split into seven categories, moonboard, podcast, energy, beauty, style, family, and women. 

Willoughby said the platform’s name comes from an old word for wild, which usually means ‘untamed’ and was used in reference to women.

She said she wanted to be an “untamed woman” because she feels that, if anyone tries to tame her, then she is fitting into “the parameters that somebody else has created”.