With its empowering message and accompanying line of merchandise, Shields’ new venture does sound a little like yet another project from the Gwyneth Paltrow Goop school of thought. 

The original celebrity to launch a lifestyle platform, the likes of Reese Witherspoon, Halle Berry and Elle Macpherson have all followed in Gwyneth’s footsteps, realising that they can monetise their fan base with their own product lines and websites.

But Shields – who has designed denim lines and a QVC collection in the past – could do something different with the concept. After all, she’s been through some genuinely demanding experiences in her life, some of which are uniquely showbiz, like being allowed by her mother to play provocative roles at a very young age, while others are entirely relatable, like suffering from postnatal depression and fighting the effects of menopause. 

In an interview with The Telegraph’s Stella magazine in 2019, she said, ‘Bioidentical or whatever the doctor says, I’m like, “I’ll take anything as long as I don’t have to have one of these hot flashes. I so cannot handle those.”’