This Morning presenter Holly Willoughby has received some rather brutal criticism about her lifestyle brand Wylde Moon from a former host of the ITV show.
Judy Finnigan, who fronted This Morning with husband Richard Madeley from 1988 to 2001, has accused "wellness" brands akin to Wylde Moon as being a "con".
The 75-year-old television presenter hit out: "Rosamund Pike is scathing about Gwyneth Paltrow's Goop website and claims the whole wellness industry is a con.
"Hurrah! I've been waiting for someone to have a go," she continued to Women's Own magazine.
Judy went on: "Not just at Goop but at other 'wellness' websites such as Holly Willoughby's Wylde Moon (not the ridiculous woo-woo spelling, meant to sound elementally female.)
Judy Finnigan and husband Richard Madeley used to host This Morning
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"I think we're all being conned by the wellness industry.
"The idea that it's no longer enough to be healthy and we have to be 'well'... I think it's really dangerous."
Holly, 42, owns the own lifestyle brand Wylde Moon, which is labelled on her official website as: "Holly Willoughby's official lifestyle and guidance brand, encouraging you to value reconnecting with yourself."
The brand has built up quite the fanbase in the three years since launching, racking up 179k Instagram followers alone.
Holly regularly appears on the brand's social pages to promote the products and engage with followers.
However, Judy isn't the only one to shoot criticism Wylde Moon's way since its inception.
Some followers have taken issue with the pricing of some of the products, including a £450 necklace which went on sale early last year.
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Holly Willoughby still presenter This Morning on ITV
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After promoting the necklace on Instagram, fans flocked to share their honest critique, with one replying: "It's all gorgeous, especially the moon and star necklace. Just way too expensive for the average person to buy."
While a second echoed: "£450 for a gold plated necklace with diamond chips with no information as to their source? This is greedy profiteering at its best."
Meanwhile, another concurred: "Far too expensive Holly sorry we don't have your money!"
And the complaints kept coming as a fourth weighed in: "Beautiful but beyond the means of many people I think."
GB News has contacted ITV representative for comment on Judy's remarks.
