Holly Willoughby knocks back a glass of wine as she celebrates the launch of her £65 tomato leaf scented candle from her new lifestyle brand

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Holly Willoughby looked in high spirits as she celebrated the launch of her new £65 scented candle, The Wild, from her new lifestyle brand Wylde Moon.

The This Morning presenter, 40, followed in the footsteps of Gwyneth Paltrow by launching her own lifestyle website to share her favourite products with fans and sell decorative items for the home.

With the first product officially launched, Holly celebrated with her close friends at Petersham Nurseries in Covent Garden on Thursday, treating herself to a large class of vino. 

Cheers! Holly Willoughby knocked back a glass of wine as she celebrated the launch of her £65 tomato leaf scented candle from her new lifestyle brand Wylde Moon on Thursday

Holly looked effortlessly chic at the event as she slipped into a velvet navy trouser suit that flattered her tanned complexion. 

She teamed the garment with a pair of barely there black heels and kept her accessories to a minimum, opting for no jewellery with the exception of her wedding ring. 

Holly completed the look by styling her glossy blonde bob in loose waves and donning a slick of baby pink lipstick.  

Entrepeuner: With the first product officially launched, Holly celebrated with her close friends at Petersham Nurseries in Covent Garden on Thursday

On her wick: The This Morning presenter, 40, followed in the footsteps of Gwyneth Paltrow by launching her own lifestyle website to sell decorative items for the home

Holly's The Wild candle is available as a natural wax single wick candle for £40, a larger three wick candle for £65 and a reed diffuser for £45.

Meanwhile, Holly's lifestyle rival Gwyneth sells candles on her website Goop, retailing from between £31 and £70. She also famously sells a This Smells Like My Vagina Candle for £69. 

The product description states it is a 'fresh, aromatic blend crafted to energise and invigorate, with notes of tomato leaf, geranium, sandalwood, mint and rose.' 

Dressed to impress: Holly looked effortlessly chic at the event as she slipped into a velvet navy trouser suit that flattered her tanned complexion

Low-key glamour: She teamed the garment with a pair of barely there black heels and kept her accessories to a minimum, opting for no jewellery with the exception of her wedding ring

Blonde bombshell! Holly completed the look by styling her glossy blonde bob in loose waves and donning a slick of baby pink lipstick

Holly looked stunning in the promotional shots for the new product as she posed in a white dress and held the candle in her hands. 

The pretty dress featured a high neck-line and lattice detailing and she wore her blonde tresses pinned up while opting for a natural makeup look.  

In a second glowing shot Holly posed in a lush green garden and sat at a table adorned with foliage and the new candles. 

Three's company! Holly chatted away with Editor-in-Chief of HELLO! Magazine Rosie Nixon, Holly Willoughby and Editor-in-Chief of Stylist Magazine Lisa Smosarski

Beaming: Holly couldn't keep the smile off her face as she introduced her new product

Nice: Holly posed with Nana Acheampong as she discussed her new candle which states it is a 'fresh, aromatic blend crafted to energise and invigorate'

Snap it up: Holly's The Wild candle is available as a natural wax single wick candle for £40, a larger three wick candle for £65 and a reed diffuser for £45

Wylde Moon is an online space to empower women, explore crystal energies and offer fashion and beauty tips. 

And according to popular culture and brand expert Nick Ede, Holly's surprise career move draws similarities to that of Gwyneth Paltrow, who has become quite the wellness guru in recent years thanks to her website, Goop.

Speaking exclusively to FEMAIL, he commented: 'Like Gywneth with Goop and Kourtney with Poosh and back in the day Meghan with The Tig she knows she has a captive audience who love everything about her.

Radiant: Holly looked stunning in the promotional shots for the new product as she posed in a white dress and held the candle in her hands

Businesswoman: In a second glowing shot Holly posed in a lush green garden and sat at a table adorned with foliage and the new candles

'With her team of experts she's showing her fans the everyday products that are available to buy and how good they can make you look and feel,' Nick continued. 

'It's great to see she's not gone for overpriced items and she's mixing and matching just as you would imagine she did in her daily life as a working mother.'

'She is set to open a boutique on the site and this is where she will earn good money from affiliates, sponsorship and I am sure in time she will create a subscription model too. This is an ultra smart move from a woman who is taking control of her brand identity and its working very well. 

Same but different: Gwyneth Paltrow also sells candles on her website Goop, retailing from between £31 and £70 - The star is seen January 5 above

'I think she could make at least half a million in the first year and then millions moving forward once proof of concept is done.' 

Explaining her hopes for her new website, Holly penned: 'I want WYLDE MOON to be a place where I can share the things that I love, the lessons that I've learnt, the things I see and instantly want to share with others.' 

'I want it to be a place where we can celebrate other people, too, where we can shine a light on them, their brands, their experiences. It's a celebration of all kinds of beauty.' 

Aroma: Gwyneth's famous $75 candle for sale in her online Goop shop - it might be called 'this smells like my vagina' - but it is actually geranium, citrusy bergamot, and cedar scented

On her new site, Holly, who admits she practises sound baths and meditation, explains how she rediscovered herself while filming I'm A Celebrity in Australia without her family when she replaced Ant McPartlin in 2018.  

She penned: 'Australia is the land of alternative therapies, and the town that I was in truly had all kinds of things for all kinds of people.

'Through this wonderful kinesiologist called Josie, I really started to unlock pieces of myself and when I came back to England, I knew that I didn't want to stop everything I'd learnt. 

Exciting: Wylde Moon is an online space to empower women, explore crystal energies and offer fashion and beauty tips 

'Now I have things in my own hypothetical toolkit, like meditation and sound baths, that really work for me.'

The presenter went on to explain that she hopes Wylde Moon will help other women discover their 'true sense' of self - just like she did. 

She penned: 'The most important pillars of WYLDE MOON are about having a true sense of self, igniting your intuition, knowing your self worth, nourishing your body and soul through music, food, laughter, sex, passion, beautiful things or all of the above.

'I think it's important that we pick those beautiful things carefully, whether they're for your home or your body. And that's not something we should feel guilty about either, because we all love different things. Some of them are meaningful and some of them are utterly frivolous, but they all have their place.' 

Brand expert Nick went on to say how creating her own lifestyle brand is an 'incredibly smart move' for Holly.

'She is such a influential talent and I can see this brand extension being a very informative, lucrative and successful spin off for Holly,' he added. 'The reason it will work is that she has proved time and time again to sell out products, she has a magic touch when it comes to style, lifestyle and beauty.'

New project: In an Instagram post announcing the site's launch, Holly wrote: 'Welcome to WYLDE MOON, a space created by @hollywilloughby where she will be sharing the people, places, practices and products that she loves'

Holly has additionally launched a new podcast through the site, with her first guest being The Girls star, Lena Dunham, 35.

The duo speaks openly about the actress' upbringing, along with her journey in finding fame in her twenties and the difficulties that she endured. 

Elsewhere on the site, beauty columnist, Ateh Jewel, reveals her go-to skin recommendations - including Dermalogica’s £55 special cleansing gel and The Body Shop’s £11 camomile sumptuous cleansing butter.

It's the latest career move for Holly, who already has several other jobs - from being an ambassador of Garnier and Marks and Spencer, to a novelist who is set to release her first tell-all book in October costing £20 a copy.

As well as her fortune from TV presenting - the mainstay of which is a reported £600,000 a year to present ITV's flagship daytime show This Morning - the mother-of-three also rakes it in from numerous sponsorship deals with the likes of Garnier and Marks and Spencer.

Holly, who is set to release a novel in October retailing at £20 a copy, has recently been announced as the new co-presenter of BBC1's Wim Hof's Superstar Survival, alongside comedian Lee Mack. And let's not forget her company Roxy Media recording, which is thought to be worth a cool £10million.

New website: The presenter went on to explain that she hopes Wylde Moon will help other women discover their 'true sense' of self - just like she did