2000–2005: Children's presenting

In 2000, Willoughby won an audition for a show on CITV featuring S Club 7 called S Club TV.^[7] In this show actors represented an alternative S Club.^[8] She also appeared in a show called S Club 7: Artistic Differences playing a character called Zoe with the regular members of the band.^[9] Willoughby worked as a receptionist for a while and then as a runner for the defunct shopping channel Auction World TV.

Willoughby also took on menial jobs and started an Open University course in psychotherapy. Then eventually, she found work as assistant manager during which time she persuaded a friend to make a showreel of her. This secured her an agent who then contacted the BBC.^[7] Later in 2002, Willoughby presented a factual entertainment programme for children called Xchange and went on to host several other children's shows for CBBC: X-perimental and CBBC at the Fame Academy (CBBC's version of the BBC talent show Fame Academy).

Willoughby's first role as a children's entertainer came when she rejoined CITV in 2004 to co-present the entertainment show Ministry of Mayhem which aired on Saturday mornings. On this programme she met her future husband Dan Baldwin, one of the show's producers. In 2006, the show's title was changed to Holly & Stephen's Saturday Showdown in order to reflect the popularity of its co-presenters, Willoughby and Stephen Mulhern.

In 2005, Willoughby presented Feel the Fear, a children's entertainment programme in which the presenters are set unnerving challenges. She has also had a number of minor appearances on other children's programmes. Willoughby presented CD:UK for a short while in the spring of 2005, replacing Cat Deeley before Myleene Klass, Lauren Laverne and Johny Pitts became the regular presenters. In recognition of work as a children's television presenter, Willoughby won a BAFTA Children's Award in 2006.^[10]

2006–2008

In 2006, she was chosen to co-present, with Phillip Schofield, the television show Dancing on Ice,^[11] in which celebrities are partnered with professional dancers to learn ice-dancing routines which are judged by a panel of experts and voted on by audiences. Willoughby remained in the role until 2011 due to new commitments. She was replaced by Christine Lampard.^[12][13]

Willoughby has presented a number of other ITV programmes, including spin-off shows such as Celebrity Wrestling: Bring It On in 2005, Greased Lightnin' in 2007, and The Xtra Factor for two years in 2008 and 2009.

In 2007, she took over from Davina McCall as the presenter of Streetmate, a dating game show during its transition from Channel 4 to ITV2. Willoughby hosted the show for its final series. In the same year, Willoughby co-presented Holly & Fearne Go Dating with Fearne Cotton. The show saw the two hosts attempt to find dates for single people that they meet around the UK.

Since 2008, Willoughby appeared as a team captain on Celebrity Juice, presenting series 1–11 and 13–23 (taking a break in series 12 due to maternity leave).^[14] She left the show after 12 years in May 2020.^[15]

2009–present

Willoughby began co-presenting ITV's This Morning with Phillip Schofield in September 2009 until his departure in May 2023, replacing Fern Britton.^[16] Willoughby presented the programme from Monday to Thursday mornings until her departure in October 2023.

In 2011, Willoughby co-presented charity telethon Text Santa with Ant & Dec. She returned to co-host the show with Phillip Schofield in 2012, 2013 and 2015.^[17] On 24 March 2012, Willoughby began presenting The Voice UK with Reggie Yates. She decided to leave the show after the second series and was replaced by Emma Willis in 2014.^[18] In 2012, Willoughby began hosting a revived version of Surprise Surprise.^[19] A second series began airing on 15 September 2013, a third on 22 October 2014 and a fourth on 21 June 2015. In 2015, Willoughby presented the sports-based panel show Play to the Whistle on ITV. The first series aired for seven episodes beginning on 11 April 2015. A second series aired for six episodes, beginning in April 2016^[20] and a third series aired in 2017.^[21] In 2016, Willoughby presented primetime Saturday night dating show Meet the Parents for ITV. The show has been compared to Blind Date.^[22] In August 2018, it was announced that Willoughby would host the eighteenth series of I'm a Celebrity...Get Me Out of Here! alongside Declan Donnelly as his usual partner Anthony McPartlin took a year-long break.^[3]

Willoughby has written a series of children's books with her sister Kelly. Their debut book School for Stars: First Term at L'Etoile became the UK's highest-selling children's book of 2013.^[23]

In August 2017, it was reported Willoughby had received a £200,000 pay rise to match the salary of her co-host Phillip Schofield.^[24] She returned to present the new series of Dancing on Ice with Schofield in January 2018.^[25] Willoughby is a brand ambassador for Marks & Spencer and Garnier,^[26][27] and a former ambassador for Diet Coke in the UK.^[28][29] In September 2021, Willoughby founded a wellness and lifestyle brand and company called Wylde Moon.^[30]

On 17 September 2022, Willoughby and Phillip Schofield drew criticism for not joining The Queue with the public, when filming for This Morning at the lying in state of Queen Elizabeth II in Westminster Hall.^[31] ITV said that they were escorted from the press gallery by government staff, and did not file past the Queen's coffin. Social media users contrasted this against the actions of other celebrities such as David Beckham^[32] and Susanna Reid,^[33] who queued for many hours with members of the general public.

On 10 October 2023, Willoughby quit This Morning.^[34]

In 2025, Willoughby will present the upcoming Netflix reality competition series Bear Hunt, starring Bear Grylls.^[35]

Alleged murder plot

On 4 October 2023, a man from Harlow was arrested for solicitation and incitement over an alleged plot to abduct and murder Willoughby.^[41] The suspect was accused of contacting another man in the United States and asking him to come to the UK for the purpose of killing Willoughby.^[42] He is reported to have told the man that he had "assembled a kidnap and restraint kit capable of encouraging or assisting the commission of the kidnap of Holly Willoughby".^[42][43] Willoughby was made aware of the plot on 5 October and was taken into protective custody, with Alison Hammond filling in Willoughby's role on This Morning.^[44]

The suspect, Gavin Plumb, appeared at Chelmsford Magistrates Court on 6 October, where he was remanded into custody on charges of soliciting to commit murder and incitement to kidnap.^[45] A plea hearing was scheduled for November at Chelmsford Crown Court.^[42]

The alleged plot is believed to have been a contributing factor in Willoughby's decision to stop presenting This Morning, which she announced a week after Plumb was arrested.^[46]

Television

Film

School for Stars series

All books written with Kelly Willoughby

• L 'Etoile, School for Stars: First Term (2013) ISBN 9781444008111
• Second Term at L 'Etoile (2013) ISBN 9781444008135
• Third Term at L 'Etoile (2014) ISBN 9781444008159
• Summer Holiday Mystery (2014) ISBN 9781444008173
• Double Trouble at L 'Etoile (2015) ISBN 9781444014556
• The Missing Ballerina Mystery (2015) ISBN 9781444014570