Holly Willoughby appears to be struggling to become the 'new Gwyneth Paltrow'.

While the Hollywood star has enjoyed success with her company Goop, Holly's own wellness and lifestyle brand, Wylde Moon, has just £1,885 in reserves – almost three years after it was set up.

Accounts reveal that although the company has assets of £585,633, it owes creditors £583,748, meaning it is only just staying in the black.

Selling exotic candles, 'wax melts' and 'diffusers', the brand has been compared to Goop.

Holly, who used to present ITV's This Morning with Phillip Schofield, is prominent in the firm's online marketing, posing on the website.

While Holly's brand may not be financially flourishing, it's an improvement from accounts filed in October 2023 that showed it had a mere £149 in assets. 

The 2023 micro accounts indicated that there was over £283,000 in assets but creditors are owed £310,000.

Holly launched her Goop-esque lifestyle brand in September 2021 and it currently sells candles and perfume. 

The site contains beauty and style advice and a section on spirituality where readers are advised on crystals, healing and auras.

The TV presenter said that the idea to launch her own lifestyle brand came to her in 2018 when she was in Australia hosting I'm A Celebrity alongside Declan Donnelly. She said: 'I've always been fascinated with the moon, space, shooting stars and looking up.

'On holiday, I spend more time on the sun lounger at night than during the day. The moon is always there – like the sun– no matter where you are in the world.'

She added: 'I'd lost a part of who I was and that rediscovery has led me here, to a whole new place of beauty and power.'

She almost launched a lifestyle website with former pal, Dragon's Den star Peter Jones, in 2018.

Peter was left high and dry after Holly decided she didn't have the time to devote to their new lifestyle brand Truly — just weeks before it was to have been launched... with Holly as its face.

At the time, Holly said: 'To launch a brand needs total dedication and at the moment, with so many other commitments, this is not something I feel I can do without it starting to affect my family time at home.'

Peter and his interior designer partner Tara Capp, 48, went ahead anyway with the online shop, and it launched in 2018.

In an interview, Tara said of Holly's decision: ‘I’m not going to pretend. It was devastating. We were exceptionally close. And of course, as a business, you really feel the loss of a celebrity face.’