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Holly Willoughby rakes in £5million over three years with booming ITV popularity


ITV star Holly Willoughby has raked in around £5million through her media company in the last three years.

The This Morning host runs Roxy Media Ltd with her TV producer husband Dan Baldwin – though its earnings hail from her telly, advertising and social media work.

The firm has a cash pile of £1,632,245 and Holly – who controls 80% – paid out a whopping £261,002 in Corporation Tax for the 12 months to the end of February.

She also paid £132,441 to the exchequer in 2020 and £407,850 in Corporation Tax in 2019.

That means her earnings for the three years before costs and expenses were deducted were around the £5million – or £32,000-a-week.



It's believed Holly earned around £32,000 a week over the past three years
It’s believed Holly earned around £32,000 a week over the past three years

She earns around £600,0000-a-year fronting ITV shows like This Morning and Dancing On Ice.

Holly, 40, also has ad deals with household store Dunelm and high street giant M&S and charges £25,000 for speaking engagements.

She also has lucrative deals for ads on social media.

And she has also just launched her own lifestyle brand called Wylde Moon.

The online store, which began taking orders in October, was launched to coincide with the new moon.



Holly is thought to be rolling in it thanks to her popularity from her ITV shows
Holly is thought to be rolling in it thanks to her popularity from her ITV shows

She had been plotting her new lifestyle brand for years after walking away from a venture with Dragons’ Den mogul Peter Jones and his wife Tara.

Holly quit Truly in September 2018 weeks before it was due to be launched saying she was stepping down due to her “many other commitments”.

A year later she filed documents with the Government’s Intellectual Property Office asking for trademark protection for her own Wylde Moon lifestyle brand.

The documents – sent on her behalf by her accountants – were rubber-stamped by Government lawyers last January (2020) giving her trademark protection for 10 years.



Holly recently launched her lifestyle brand Wylde Moon
Holly recently launched her lifestyle brand Wylde Moon

Wylde Moon now has the right to market goods in six trading classes including cosmetics, toiletries, furniture, soft furnishings, clothing, footwear and household goods like crockery.

Its website was inspired by the presenter’s interest in the world of alternative therapies, including meditation and sound baths.

Holly said it was an “embodiment of me reaching a stage in life where, although I have lots of experience, I still don’t fully know who I am”.

The site has seven sections – women, moonboard, podcast, energy, beauty, style and family.

A spokesman for the TV star said they “wouldn’t ever comment on Holly’s finances”.

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