Holly Willoughby has got us all hot under our linen collars as she teased her lifestyle brand this week.
Truly is the latest offering from the 37-year-old and has already been compared to Gwyneths Paltrows Goop brand.
And while weve been on tenterhooks (very gorgeous, ornate tenterhooks), it should be launched and in our lives any minute now. And we cant wait.
Taking to her Instagram, Holly shared an image that isnt out of place in a dreamy 70s storyboard, as she stared along a beach with a white woollen blanket draped around her shoulders.
Couldnt wait to share this with you… she told her followers. Ive just finished shooting the Truly range in the most beautiful location with the most wonderful team. Everything is coming to you really soon …
Of course her fans went wild over the tease.
Absolutely beautiful….so exciting, one said.
Another added: I cant wait to see your new collection.
A third said: I cant wait to see your new collection.
The presenter has been hard at work at her platform Truly, which is more than likely going to set the popular This Morning star on a path of gold.
It has been claimed by Mail Online her fortune – reported to be worth £10million, due to her This Morning contract, endorsement deals with brands like Garnier and Diet Coke, and the production company she runs with husband Dan Baldwin – could double due to her latest venture.
If thats the case, thats a lot of face masks.
Due to hit our computers and our wallets in Autumn, there are currently six categories to the site: home, fashion, baby, wellness, living and travel.
The description reads: Its about beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier.
The presenter and mother-of-three – who has recently been taking a hard-earned break from This Morning, along with co-host Phillip Schofield – previously said about the brand: So . . . finally I get to tell you about something Ive been working on passionately and secretly for a long time…
More: Holly Willoughby
This is TRULY, my new lifestyle brand that launches in the Autumn.
Id love you to be part of the Truly family so please register here truly.co.uk to find out more and keep updated on all things TRULY.
Let the adventure begin!
Got a story?
If you've got a story, video or pictures get in touch with the Metro.co.uk Entertainment team by emailing us firstname.lastname@example.org, calling 020 3615 2145 or by visiting our Submit Stuff page – we'd love to hear from you.