She earned herself the nickname 'Willoughbooby' thanks to her ample cleavage.

And, Holly Willoughby, 38, has denied using a 'boob boosting' cleavage tape to enhance the look of her bust beneath plunging garments. 

According to inventor sisters Samantha and Charlotte Ryder, the secret to the This Morning presenter's famous bust is their £12.99 Lift & Shape Tape, but Holly is adamant she has never even heard of it.

Denied! Holly Willoughby, 38, has denied using a 'boob boosting' cleavage tape to enhance the look of her bust beneath plunging garments

The tape creators told Daily Star: 'Holly Willoughby is a customer. She messaged us saying how much she loved it.'

On their Instagram page, the brand also have a photograph of Holly in a plunging dress, captioned: 'When all the papers speculate what tape Holly Willoughby was wearing at the ITV Gala when it was us all along!' 

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However, her agent told the publication: 'She's never heard of it. She has never used the tape herself, nor has she messaged the manufacturers.

'Holly does work with a number of stylists and it is possible that they know something about it. But as far as she is concerned she has never worn it.' 

Bold claims: On their Instagram page, Perky Pear have a photograph of Holly in a plunging dress, in which they claim she is wearing their tape

Claims: According to inventor sisters Samantha and Charlotte Ryder, the secret to the This Morning presenter's famous bust is their £12.99 Lift & Shape Tape

Fake news? Holly is reportedly adamant she has never even heard of the tape

Famous fans: The tape is used by reality stars such as Vicky Pattison, Malin Andersson and Amber Turner (pictured)

During her time on Celebrity Juice, Holly was so renowned for her low-cut outfits that she even earned the nickname 'Holly Willoughbooby.'

And speaking previously about her nickname, she told YOU magazine that she's 'proud' of the title.

She said: 'In all seriousness, it’s very nice and I’m proud that a mother who has breastfed children can have that accolade…if you can call it that.' 

Then and now: The TV presenter was once so renowned for her low-cut outfits that she earned the nickname 'Holly Willoughbooby'

Earning her stripes: Holly earned her Willoughbooby nickname from comedian Keith Lemon (centre, on Celebrity Juice with BFF Fearne Cotton)

However, in recent years she has covered up much more. In December 2018 a source close to the star said: 'She made a conscious decision to put her cleavage away. 

While she is proud of what she looked like then, she has transformed herself into something much more classy. She is now a smarter, more chic 'brand'.'

Her 'yummy mummy' transformation began when Ms Willoughby, worth a reputed £10 million, hired stylist Angie Smith to advise her – and her No 1 tip was that Ms Willoughby should make more of her legs than her breasts. 

The TV star shares her three children Harry, 10, Belle, eight, and Chester, five, with her television producer husband Dan Baldwin, 44.

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