Some of Holly Willoughby 's fans are not too impressed with the latest offering from the presenter's wellness brand.
The This Morning star has been accused of selling products "too expensive" for her fans to buy, after she launched the latest product from her Wylde Moon shop earlier this week.
Holly, 41, promoted her "enchanting little 'Waxing Moon' Wax Melts" on Instagram on Tuesday - informing her 7.8million followers that six pieces of moon-shaped wax can be purchased for £11.
In a black-and-white snap used to accompany the promotional caption, the mum-of-three could be seen holding one of the small clam-shaped pieces of wax - with some of her fans jokingly noting the wax melts bear an uncanny resemblance to a piece of a Terry's Chocolate Orange.
While some couldn't wait to get their hands on some vegan-friendly, soy wax pieces - pitched as the perfect introduction to Holly's brand's "beautiful signature scent" - others were taken aback by the price of the latest Wylde Moon product.
"£11 for wax melts!!!!" one fan exclaimed underneath the star's advert for her wax offering, with another adding: "I agree .. love Holly but way too expensive for others to buy."
"£11 for 6 they are tiny," another critical comment reads, with one unimpressed fan asking Holly: "And wat is this?...6 for 11 pounds!..."
One disgruntled follower sarcastically quipped: "Yes!! I’ll defo be buying expensive scents at £11 as opposed to what seems like far cheaper versions because Holly says I should, it’s definitely not just a smell that burns and it’s definitely not the packaging or the celebrity endorsement that sells this?"
Many didn't care about the price tag and rushed to compliment Holly on expanding her brand's product range.
"Ordered!! Can’t wait to try these out," one of the star's follower's commented underneath the advert for the wax melts.
"How gorgeous I absolutely love this," another fan stated, with a third adding: "Absolutely beautiful xxx."
Holly launched Wylde Moon last year and revealed she was inspired to start her own brand during her stint hosting I'm A Celebrity in 2018.
Describing the brand as a "beautiful online space where I can share the things I love with you all", the 41-year-old telly star pledged to add to the site each month, "on the full moon", when introducing her new passion projects to fans in September 2021..
Holly divulged that the inspiration for the online project came about during her stint hosting I’m A Celebrity…Get Me Out of Here! with Declan Donnelly in 2018.
"When I went to Australia to do ‘I’m A Celebrity…Get Me Out of Here! ’, I suddenly had three weeks without my children and for the first time in a long time, I didn’t really know what to do with myself," Holly wrote in one of the site's first blog posts.
"Australia is the land of alternative therapies, and the town that I was in truly had all kinds of things for all kinds of people.
"Through this wonderful kinesiologist called Josie, I really started to unlock pieces of myself and when I came back to England, I knew that I didn’t want to stop everything I’d learnt."
She continued, adding: "Now I have things in my own hypothetical toolkit, like meditation and sound baths, that really work for me.
Since the September launch of Wylde Moon, Holly - who runs the brand with her sister - has launched a boutique on the site, offering products like £65 candles and perfume.
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