Olivia Attwood has signed a six-figure partnership with Garnier for 2026, marking a significant commercial milestone as her television career continues to gather momentum. The agreement will see Attwood front Garnier’s new Good hair colour range, set to launch in February, placing her among the brand’s most high-profile UK ambassadors.
The deal underscores Attwood’s growing value as a broadcaster and advertiser following a successful transition from reality television into mainstream ITV programming. Now 34, Attwood has steadily expanded her profile through factual documentaries and regular appearances on Loose Women, positioning herself as a familiar daytime presence with crossover commercial appeal.
Garnier’s move also carries symbolic weight. The brand has long been associated with Holly Willoughby, who became the face of Garnier Nutrisse in 2015 and held the role for more than a decade. Attwood will now join a roster of ambassadors that includes Davina McCall, as the company refreshes its lineup for a new product cycle.
Momentum Builds After This Morning Reception
Attwood’s commercial success follows growing interest from ITV executives after her guest-hosting stint on This Morning alongside Dermot O’Leary in summer 2025. Viewer feedback was largely positive, with many praising her ease on live television and drawing comparisons to Willoughby, who exited the programme in October 2023 after a 14-year run.
Attwood has since confirmed that discussions have taken place about her becoming a more permanent fixture on This Morning, although scheduling remains a factor due to existing presenter rotations. She has publicly welcomed comparisons to Willoughby, describing them as complimentary given Willoughby’s long-standing status as a household name.
Willoughby, meanwhile, has pursued other projects since leaving ITV, including Netflix’s Celebrity Bear Hunt with Bear Grylls, which was later discontinued in 2025. Despite reported offers to return to ITV formats, she has remained selective, focusing on broader and international opportunities.
Beyond endorsements and presenting, Attwood has maintained a strong public profile through social media and radio appearances, recently attracting attention for a candid on-air exchange with Pete Wicks that reinforced her reputation for unfiltered humour.
With the Garnier campaign set to roll out next month and ITV continuing to explore expanded roles, Attwood enters 2026 positioned at the intersection of daytime television and major brand partnerships—an increasingly valuable space in the UK media landscape.
