Holly Willoughby has stepped away from lifestyle brand Truly

From presenting ITV’s This Morning and penning parenting guides to showing us how to get the perfect shade of blonde a la Garnier, Holly Willoughby is a woman of many talents – and earlier this year, she announced the imminent arrival of yet another project, her lifestyle brand, Truly.

However, after a change in circumstances, Holly has revealed that she will no longer be going ahead with the launch.

The ITV star confirmed the news that she would be parting ways with Truly via Instagram, telling her 4 million followers in a statement: ‘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 success in the future.’

Holly’s decision may have come as a shock to fans who were expecting the launch of Truly within the next few months, or even weeks. But considering the TV presenter’s latest gig as Ant McPartlin’s replacement on hit ITV reality series, I’m A Celebrity Get Me Out Of Here, it all makes sense. After all, she will be spending the next few months in Australia filming the series.

Despite the surprise nature of the announcement, most of the comments from her followers were ultimately supportive, with one saying: ‘Honourable choice! Especially for someone in the limelight – the brand would have been an obvious success, wouldn’t have been an easy decision to make! Good for you Holly.’

The mum-of-three first announced the launch of Truly back in April, exclaiming: ‘So…finally I get to tell you about something I’ve been working on passionately and secretly for a long time… This is TRULY, my new lifestyle brand that launches in the Autumn.’

‘I’d love you to be part of the Truly family so please register here truly.co.uk (find the link in my bio above) to find out more and keep updated on all things TRULY. Let the adventure begin! #TRULY ✨’

‘It’s about beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier,’ she added on the Truly website, as well as listing the categories that the brand would cover: Fashion, Home, Baby, Wellness, Living, and Travel.

The Truly website has not yet been updated or unveiled as of yet, but you can get the latest updates at truly.co.uk.