Holly Willoughby went under a dramatic transformation on This Morning today and was left screaming in pain.
Holly, 39, had her ears re-pierced on the show, during a segment on the latest piercing trends.
The mum-of-three chatted to three other women who'd had piercings earlier on the show and said: "You guys are really brave."
Then it was Holly's turn as she lay on the piercing chair, Holly started to get more and more nervous and said: "What if I pass out, do people pass out? I think I might pass out."
The expert then pierced Holly's ear and she squealed saying "Owwwww."
After it was over Holly said: "It was a little pinch, but a lot more pressure than I thought it would be.
"They feel a little bit hot, but it's better than repiercing them every Sunday night."
Phillip watched on as Holly had the procedure done and said: "What a bizarre show this can turn into sometimes."
And viewers at home also laughed at Holly's reaction.
Garry Enfield said: "Haha oh Holly calm down."
Zoe said: "Holly is as dramatic as me."
And Nixxy said: "Ok holly calm down!"
*This Morning continues at 10am on ITV tomorrow
