Hoda Kotb is officially entering her wellness era.
The former Today host launched the website for her new self-titled brand on Wednesday, May 21. “Hello! It’s the crack of dawn. Good morning, good morning! I’m happy to see you,” Kotb, 60, gleefully said in an Instagram video. “I woke up again and it’s another calendar day because today is May the 21st. And in one week on May the 28th, I’m launching my new thing! And I’m so excited and I can’t wait to share it with you, and I can’t sleep. So, here I am in the dark, talking to you.”
Kotb noted that fans can sign up for her newsletter via the website to get the latest updates about her next career steps. “I’m just excited,” she added before showing off a sun-shaped necklace made by her youngest daughter, Hope. (Kotb shares kids Haley, 9, and Hope, 6, with her ex-fiancé, Joel Schiffman.)
She once again wished fans a good morning and “Happy Wednesday” in the post’s caption, adding, “Countdown xoxo Cant wait to share! Link in bio xoxo.”
Kotb’s website opens with footage from her October 2024 Making Space Wellness Weekend in Texas, followed by a quote from B. Atkinson as you scroll down. “And the dandelion does not stop growing, because it is told it is a weed,” the quote read. “The dandelion does not care what others see. It says, ‘One day, they’ll be making wishes upon me.’”
While the website doesn’t provide many details about Kotb’s new brand at the moment, it features her Instagram feed, her “Jumping to Joy!” Spotify playlist and links to her “Making Space” podcast and her 2020 book, This Just Speaks to Me.
Shortly before bidding farewell to the Today show on January 10, Kotb revealed she was “starting a wellness app and company” during a January 6 appearance on The Kelly Clarkson Show. She explained, “[It] will involve retreats and a podcast and all kinds of things that we can get together, do things that I love. It’s not like going to Mexico with your girls, which is fun, but this is something that when you leave, you’ll go like, ‘Oh my gosh, I feel transformed. I feel different.’”
At the time, Kotb said the company was still in the “building process” and that the app was expecting to launch in the spring.
Kotb’s wellness community isn’t her only post-Today project. Back in March, she appeared on Today via video message to announce her new book, Jump and Find Joy, which will hit bookshelves later this year.
“Everybody in their life, at one point, stands on the edge of something and says, ‘Should I jump? Should I try? Should I go for it?’” she said on the NBC morning show. “And I felt that way about the Today show, and I was terrified to even think about jumping. … Here’s my thing, you get one life. That’s all. That’s it. It’s ready for the taking. It only takes a jump.”
In February, Kotb teased via Instagram that she is also teaming up with Joanna Gaines for a new project. “Remember i was talking about repotting — gotta take first steps … We have something fun cooking!” she teased. “Come along on the great adventure … Stay tuned! love @joannagaines.”
That same month, Kotb exclusively told Us Weekly that she has “no FOMO” about her Today departure. “I knew 100 [percent]. I don’t have an ounce of it,” she explained. “[It] doesn’t mean I didn’t love it. At the end when my heart broke, I was like, ‘That’s love.’ But it also is, I feel like my gaze is set forward.”
