Holly Willoughby launched her lifestyle brand Wylde Moon two years after pulling out of a similar venture with Dragons' Den investor Peter Jones and his partner Tara Capp.
The TV presenter, 40, is said to have set up lifestyle brand Truly with Tara back in 2016, though she pulled out of the business shortly before its official launch in autumn 2018.
The homeware and accessories brand, which had been compared to Gwyneth Paltrow 's Goop, was due to offer a range of fashion, baby, wellness, living and travel products.
Her departure in September 2018 however came during a busy time, with her stepping in to co-host I'm a Celebrity and announced as a brand ambassador for M&S at around the same time.
Since then, Holly has continued to expand her business ventures - having released a self-help book, Reflections, and a different lifestyle brand, Wylde Moon, in recent months alone.
The latter was founded by the Dancing on Ice presenter and launched in September last year - with the wellness and lifestyle brand again compared to Goop.
Its website offers curated articles and a boutique - with recommendations and guidance on fashion, beauty and more. There's also content on spirituality and astrology.
The boutique features a home fragrance collection - which includes candles - as well as a 12-piece jewellery collection, in collaboration with Kirstie Le Marque.
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It's launch came two years after her departure from Truly, which is said to have once been tipped to double the This Morning presenter's then estimated £11 fortune.
Her departure from the brand was said to have left Peter, 55 - who became its chairman in March 2018 - "furious." Talking about the situation last year, Tara told the Telegraph: "It was devastating. We were exceptionally close."
She's reportedly added: "And of course as a business, you really feel the loss of a celebrity face."
In a statement issued on Instagram at the time, Holly said the decision had taken much consideration but noted that the business would compromise time with her family.
She commented: "After much consideration, I have made the decision to step away from Truly."
"To launch a brand needs total dedication and at the moment, with so many other commitments, this is not something I feel I can do without it starting to affect my family time at home. I wish Truly all the best for the future."
Dancing on Ice continues this Sunday on ITV at 6.30pm. This Morning airs weekdays from 10am. Dragon's Den continues next Thursday at 8pm on BBC One.
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