Olivia Attwood, once known for her stint on the third series of ITV’s Love Island, is making headlines again—this time for stepping into a role many are calling the “new Holly Willoughby.” On January 13, 2026, the Daily Mail reported that Attwood, now 34, has landed a lucrative six-figure deal with the global haircare brand Garnier. The move not only cements her place in the world of celebrity endorsements but also positions her as the face of Garnier’s highly anticipated Good hair colour, launching in February 2026.
It’s a trajectory that few could have predicted back in 2017, when Attwood first appeared on Love Island and reached the final alongside Chris Hughes. After her reality TV breakthrough, she spent a year on The Only Way Is Essex (TOWIE) before pivoting to a more upmarket image as a presenter of documentaries for ITV. By 2023, Attwood had become a regular panellist on ITV’s daytime staple Loose Women, joining established names like Coleen Nolan, Frankie Bridge, and Ruth Langsford.
The Garnier deal marks a significant milestone, especially considering the shoes she’s stepping into. Holly Willoughby, 44, has been synonymous with the Garnier Nutrisse brand for over a decade, having started her partnership in 2015. Willoughby’s tenure as a beloved ITV presenter spanned 14 years on This Morning before she left in October 2023. Now, Attwood is set to follow in her footsteps, joining a roster of ambassadors that includes Davina McCall, 58.
According to an insider quoted by 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.”
Attwood herself teased the upcoming collaboration last year, posting behind-the-scenes photos from a Garnier shoot and promising fans, “Something GOOD coming in 2026 @garnieruk.” The anticipation is palpable—not only for her fans but also for industry watchers eager to see whether she can replicate Willoughby’s long-standing success with the brand.
But Attwood’s rise hasn’t been limited to commercial deals. Her presenting debut on This Morning alongside Dermot O’Leary in the summer of 2025 was met with widespread praise. Fans lauded her “natural” on-screen style, with many drawing flattering comparisons to Willoughby herself. Reflecting on her first experience with the show, Attwood told the Daily Mail, “When I got announced there were some rumbles, some people were over the moon, others were skeptical but I knew I could do this, I can do the earpiece, I can be natural, I’m still myself, I was pleased and so was the team at ITV. The viewers can go one way or the other with you but I really wanted it to be a hit. As soon as those opening credits rolled I just felt really excited. Dermot was such a good person to host with, he held my hand through it, he helped me in the breaks with tips and tricks. I felt very at home, I felt like I had been doing it my whole life, which I think is a good sign.”
Attwood went on to reveal that ITV had expressed interest in making her a permanent fixture on This Morning: “This Morning have expressed interest in me being more of a permanent fixture it’s just a case of when that is. My schedule is insane and they have hosts in slot so it’s when those slots present themselves. Hopefully we will see more of me there.”
When asked about being compared to Holly Willoughby, Attwood was gracious: “Holly is a huge broadcaster, any comparisons to her I find completely complimentary. She is an extremely successful broadcaster, she’s a household name, she has been for a very long time. I find comparisons to her a huge compliment actually.”
Meanwhile, Willoughby herself has been branching out since leaving ITV, taking on projects like Celebrity Bear Hunt with Bear Grylls for Netflix (though that show was axed in mid-2025). Despite offers to return to popular ITV formats such as You Bet!, Willoughby has chosen to prioritize other commitments, with a source telling the Daily Mail, “She is in demand and now she isn’t shackled to This Morning four days a week, she is able to look at more options, some are global. Celebrity Bear Hunt was a huge thing for her, her first role with Netflix and she just loved it and they loved her so there could very well be much more where that came from. The world is now Holly’s oyster, there are so many opportunities for her.”
Attwood’s career, meanwhile, continues to evolve. Her willingness to embrace both television and commercial ventures has helped her build what insiders are calling a “media empire.” The Garnier partnership is just the latest in a series of high-profile moves that signal her growing influence in British entertainment.
Yet, Attwood’s public persona isn’t limited to polished TV appearances and glossy ad campaigns. She’s known for her candid, sometimes irreverent sense of humor—something that was on full display during a recent conversation with her friend and former TOWIE co-star Pete Wicks. On his KISS Radio show in early January 2026, Wicks recounted a disastrous New Year’s Eve party where he ended up covered “head to toe” in vomit from multiple partygoers. Attwood, ever the straight-talker, summed up the ordeal in a single word: “VILE!” She also offered Wicks some sage advice: “This is what you should take into 2026 – stop being a hero.”
The exchange showcased the friendship and banter that have endeared Attwood to fans since her reality TV days. It’s a reminder that, despite her growing list of accolades and endorsements, she hasn’t lost touch with the down-to-earth persona that made her a household name in the first place.
As February approaches and Garnier’s new Good hair colour campaign prepares to launch, all eyes will be on Attwood to see how she navigates this next chapter. With her blend of on-screen charisma, business savvy, and relatable humor, she seems well-positioned to make the most of the opportunities ahead.
Attwood’s journey from reality TV hopeful to major brand ambassador and sought-after presenter is a testament to her adaptability and ambition. Whether she will ultimately match or surpass Holly Willoughby’s iconic status remains to be seen, but for now, Olivia Attwood is undoubtedly having her moment in the spotlight.
