The 'This Morning' presenter shocked fans on Instagram when she posted a selfie mid-DIY hair dye.
"Au revoir roots!" she captioned the below snap.
Willoughby also revealed she was using the Garnier Nutrisse hair dye in the shade 10.01, otherwise known as Natural Baby Blonde.
The mother-of-three is the face of the Garnier haircare brand - quite literally, her face is on the £5.79 box.
She also shared a snap of the stunning finished results - we guess this is one celebrity that actually does use the products they endorse.