Truly, the lifestyle brand Holly Willoughby was set to be the face of, has just launched

Truly, the lifestyle brand that Holly Willoughby was set to be the face of, has now become a reality – without the star at its helm.

Earlier this year, Holly revealed that she was stepping back from her role within the brand, which focuses on fashion, homeware, beauty and baby products, due to various other commitments, and demands on time with her family.

Rex Features

Speaking to YOU earlier this month, The I’m a Celebrity… and This Morning host said: ‘When you’re making a decision that involves your children a certain amount of clarity comes with it. It was the right thing. You can’t do everything, and actually I don’t think many of us want to do everything.’

However, the arrival of the company has happened regardless, with now live and stocking a range of ‘high quality, affordable products that make everyday moments extra special.’

The brand was founded by husband and wife duo Tara Capp and Peter Jones CBE, of Dragon’s Den fame, who have used their respective interior design and business acumen to bring their vision to life.

‘We’re delighted to announce the launch of Truly,’ said Tara. ‘I’ve used my years of experience in interior design to create products which I myself love. They are the little luxuries that we all reach for to provide those moments of joy in our day, whether a beautifully scented candle over an evening bath or a butter soft throw when you are on settling down for a family film on the sofa.’

Truly lifestyle brand

Listing her must-have items, Tara highlighted products such as the Truly No.1 candle (£20) the constellation throw (£90) and foaming bath oil (£22). She also highlighted a grey v-neck cashmere jumper, which retails for £119.

Truly lifestyle brandNo 1 Candle, £20, Truly

Women’s Cashmere Boyfriend V Neck Jumper, £119, Truly

Peter’s top picks, meanwhile, are the The His and Her Nibs Bags (£125-150) which are designed for travel and subtly unzip to reveal a suit carrier in the lining, shoe compartments, a protective laptop panel and wireless phone charger pocket.

Truly lifestyle brandMedium Weekender Bag, £125, Truly

‘When we first started talking about Truly, we wanted to create beautiful products that simply made life a little bit easier,’ he added.

‘This has been the basis of everything we’ve done. Over the last 18 months, Truly has been an obsession and we believe we have created something for everyone on – the collections speak for themselves in both quality, price and design. We are committed and confident that Truly will become a staple British brand in years to come.’