SHE was once ITV’s biggest star, known for being the bubbly girl-next-door with a naughty sense of humour.
But since her scandal-hit exit from This Morning, Holly Willoughby, 44, has another blonde bombshell hot on her heels.
Olivia Attwood, 34, has – alongside climbing up the channel’s ranks as a fan-favourite on Loose Women – just landed a six-figure brand deal that cements her place as ITV‘s new golden girl.
For the past nine years, Olivia has worked tirelessly to distinguish herself from other Love Island stars and build an established career on-screen.
Now The Sun can reveal the television darling has been snapped up by hair care brand Garnier, which Holly has been an ambassador for since 2015, in a clear sign that she’s being lined up as her successor.
An insider told The Sun: “2026 will see Olivia build on the expansion of her ever evolving media empire.
“While television remains her priority presenting a number of hit daytime, factual, reality and entertainment formats, she is keen to capitalise on the commercial opportunities that come with being a primetime broadcaster.
“Working with a global brand like Garnier is a career highlight for her and a partnership she could only have dreamt of when breaking into the industry a decade ago.
“It signals the direction Olivia is moving in as her trajectory emalutes similar moves made by some of the most powerful women in British broadcasting, with the year ahead seeing her embark on more premium partnerships in beauty, fashion and luxury.”
Holly started working with Garnier around 2015 when she was announced as their Brand Ambassador for their BB cream.
In November last year, Olivia teased her upcoming collaboration with Garnier as she shared behind the scenes snaps of her photoshoot, writing on Instagram: “Something GOOD coming in 2026.”
While Holly and Davina McCall continue to be longstanding ambassadors for Garnier Nutrisse throughout 2026, Olivia is set to follow in their footsteps by becoming the face of Garnier’s new Good hair colour which is launching in mid-February.
Holly left This Morning in 2023 amid a sicko’s plot to kidnap and murder her.
Since her departure from the hit daytime show, Holly has so far failed to make the leap from Britain’s sweetheart to global star despite the backing of her TV producer husband Dan Baldwin.
Nicknamed Holly Willoughbooby by her former Celebrity Juice co-star Keith Lemon, she managed to perfectly balance her innocent image with a hint of naughtiness.
But in a harmful blow to her once-perfect image, last month a court heard Holly broke a scooter rider’s neck after crashing into him in her Mini Cooper.
We previously told how insiders claim the 44-year-old’s brush with the law, losing her roles on Dancing On Ice and Celebrity Bear Hunt, plus being overlooked for The Box and Blind Date’s reboot, have left her future career in doubt.
Meanwhile, Olivia is set to step into Holly’s shoes as the next ITV darling.
According to industry experts, the partnership cements Olivia’s status as one of Britain’s most in-demand broadcasters.
Her commercial appeal has rapidly increased with a number of global brands all vying to sign her as she continues her ascent across the airwaves.
It follows a string of self-titled recommissions of Olivia Attwood Getting Filthy Rich, Olivia Attwood: The Price of Perfection and Olivia Attwood’s Bad Boyfriends as well as her highly-coveted presenting roles on This Morning and Loose Women.
Our source added: “Despite Olivia and Holly being wildly different on the surface, they share a relentless drive and ambition to be at the top of their career.
“Since Holly stepped back from This Morning and Dancing on Ice was put on hold, ITV has been looking for their next golden girl.
“Olivia has that natural self-deprecating humour and admirable spirit about her that resonates with viewers.
“Everyone knows she’s worked hard since her days on Love Island, but enjoy the fact she doesn’t shy away from her past and won’t hide behind a squeaky clean image.”
In September, Olivia praised ITV as she marked an important milestone for the channel, writing: “Happy 70th Birthday to the channel that changed my life.”
The Sun has reached out to reps for comment.
