Holly Willoughby has unveiled her brand new project after a weekend of cryptic posts.
The This Morning presenter had teased "something was coming" with a string of snaps on Instagram, before introducing her 7.3 million followers to her new website, Wylde Moon.
Holly, 40, has described the new career move as a "very personal project" that she's "been working on for a long time".
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Wylde Moon, founded by Holly, has been described by the television presenter as a "beautiful online space" where she can share the things she loves.
She told her followers: "I'm so excited to introduce you to @wyldemoon, a very personal project that I have been working on for a long time.
"It is a space full of things that I love and people that inspire me... from beauty and fashion, to energy and healing.
"Each month, on the full moon, we will be adding exciting new content & watch out for the WYLDE MOON boutique launching soon. This is just the beginning, so dive in."
Holly explained that Wylde Moon will soon be offering a line of curated products which she designed with a team of experts.
There's also a podcast called By The Light of The Moon and the first guest is with actress and author Lena Dunham.
Other website additions include beauty and style sections, as well as a "moonboard" full of postcards from the summer.
Holly's announcement has racked up nearly 150,000 likes in just one hour with fans flooding the broadcaster with support.
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