THIS Morning star Holly Willoughby looks stunning in new snaps released as she celebrates the milestone of her company, Wylde Moon.
The gorgeous mum-of-three, 41, posted some beautiful photos with a blue birthday cake as Wylde Moon turned one.
Holly penned: “Cake anyone??? Wylde Moon has turned 1 and I've been thinking a lot about our first year and the journey the team and I have been on.”
The star directed fans and friends to read a chat about her flourishing company, and shared a moon emoji in a nod to the name.
The TV presenter is a vision in the snaps, and wears a stylish red and pink polka dot dress and her blonde locks down.
Holly grins as she holds the plate with a large birthday cake on and one single candle, and in another image she’s seen grabbing a handful and getting it on her lips as she eats.
Abbey Clancy put heart emojis, and Holly’s BFF Emma Bunton wrote: “Happy birthday @wyldemoon 💕”
Holly’s This Morning co-star, consumer reporter Alice Beer, wrote: “Congratulations. Very proud of you building something from your heart from scratch.”
Upon the launch of Holly’s lifestyle website last year, the star was branded "wacky" by some.
In an interview with Grazia magazine, the mum-of-three said: "I think that people struggle with some of the ideas.
"The moment that I launched Wylde Moon, the word 'wacky' got used a lot.
"I expected that. And that’s fine. I can’t change that. I’m not here to force any of this on anybody. It’s not 'come and meditate with me' or 'look at the moon and play a sound-bowl'.
"It’s please go and do that thing that makes your heart sing. Go and do you."
Holly insists she's used to criticism and trolling in her TV job, but refuses to pander to people's expectations of her.
Holly adds: "I’m not afraid of the reaction to it any more. If it doesn’t fit with what your thoughts and expectations of me are, well then there’s nothing I can do about it.
"I can’t change that. I don’t want to change that. And I’m not going to change that. This is me."
The landmark comes after This Morning fans spotted tension between Holly and her co-star Phillip Schofield.
She said: "Wow, gosh, and even at..." before Phillip cut in on This Morning yesterday.
Holly was seen looking to the side, with what looked like a flicker of annoyance on her face as she fell silent.
Some claimed it even seemed that she rolled her eyes after being interrupted.
The pair were recently caught up in scandal, with Holly left in tears over claims she and Phillip Schofield skipped the queue to file past the Queen lying in state while others waited for hours.