Holly Willoughby shocks viewers by saying she wants Gwyneth Paltrow's vagina candle

Holly Willoughby admitted she's rather keen to try Gwyneth Paltrow's vagina candle.

Over the years, Paltrow's lifestyle brand Goop has become synonymous with often outrageous beauty and wellbeing concepts - but the latest item to land on her website, the vagina-scented candle, has left fans more than bemused.

Speaking about the $75 (£57), sell-out product on Monday (January 13) morning, Lorraine Kelly and entertainment reporter Ross King dissected their thoughts on the matter, before asking Willoughby and Phil Schofield for their opinion during a live link.

Much to everyone's surprise, Willoughby admitted she's intrigued and would quite like to buy the candle.

Lorraine was expecting some 'decorum' from Holly and Phil after Ross King's segment (ITV)

Holly's comment came after a rather flustered-looking Lorraine exclaimed: "Honestly you couldn’t make it up. I don’t know how we’re going to do this without getting taken off the air."

She then added: "Holly and Phil, we need some decorum," before handing over to the daytime TV duo.

Holly, 38, initially said: "I can’t believe that’s a candle, that is shocking," before adding: "Is it wrong I want to buy one?"

King then wittily remarked: "Whatever lights your candle."

@GwynethPaltrow Stop trying to make your vagina happen, it’s not going to happen #vaginacandle #keepyourvaginatoyourself

— andrea (@SnackPlisskenTx)

January 13, 2020

So many questions...who is the target market...men don't usually buy scented candles & if a female bought it to burn while with her man does he then expect her vagina to smell the same & why is this even in the world?!!! #nothanks #gwenethpaltrow #beyondstupid

— Kim Khajehnoori (@Contakk)

January 13, 2020

I actually think the vagina candle is great

— Dolly H Alderton (@dollyalderton)

January 12, 2020

Did anyone ever stop to think that Gwyneth Paltrows vagina might smell like sandalwood and vanilla?? That maybe this candle could be great???

— Lauren Bonner (@laurenybonner)

January 13, 2020

While Willoughby is apparently intrigued by the product, many Twitter users have been horrified by the idea of a vagina-scented candle.

One person wrote: "Gwyneth Paltrow really out here selling out p***y scented candles literally called “this is what my vagina looks like”.

Another added: "Stop trying to make your vagina happen, it’s not going to happen."

A third quipped: "So many questions...who is the target market...men don't usually buy scented candles & if a female bought it to burn while with her man does he then expect her vagina to smell the same & why is this even in the world?!!!"

A few, however, are in Willoughby's camp and are more than intrigued by the concept.

Author Dolly Alderton Tweeted: "I actually think the vagina candle is great," while one Twitter user wrote: "Did anyone ever stop to think that Gwyneth Paltrows vagina might smell like sandalwood and vanilla?? That maybe this candle could be great???"