Rochelle Humes fights tears and says 'I can't tell you' as she and Marvin gush over daughter's epic move

Rochelle Humes couldn't hide both her excitement and her pride as she revealed the secret project she has been working on with the help of her eldest child. The This Morning star has previously teased that Alaia-Mai, 10, had been working on and had pitched her own ideas for her mum's brand My Little Coco.

Rochelle founded My Little Coco in 2020 with the product described as being "lovingly made to be the simplest and softest of formulas for your little ones' delicate skin and hair". The 35-year-old recently celebrated the fourth anniversary of the company which has been going from strength to strength if her latest updates are anything to go by.

After a recent luxury break in the Maldives and Dubai, it was quickly back to work for Rochelle and she took to social media with a video update after sharing some business news while away. Despite being away with her family at the time, she revealed there was 'panic' back home with her team at My Little Coco.

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Sharing a picture of their latest product, the flyaway hair fix, on her Instagram Story, the mum-of-three said: "Oh my!! First, you cleared @bootsuk online stock and now ours!" She continued: "INCREDIBLE, logically panic happening at HQ right now but incredible. We are moving quick time to get it back in stock ASAP but, it's now currently still in store at Boots too as I write this! DO NOT WALK."

But the stock kept selling out and once back in her office, The RH Group, Rochelle caught up on the product debacle and paid a visit to Boots' HQ in Nottingham to catch up on everything there is possibly to know about the business before launching their next line.

On Wednesday evening (April 17), Rochelle revealed Alaia's own product range, named Coco Hills, will soon be released. Announcing the news alongside an LA-inspired, pink-filled promo video that was filmed during their recent visit to Dubai, the proud mum-of-three said: "COCO HILLS @mylittlecoco new baby coming to @bootsuk stores this summer developed by Alaia-Mai Humes."

She continued to explain: "A bath, body and haircare range for our little ones (that aren’t quite so little anymore), who are bursting to grow up that little bit faster and indulge in all the self-care, skin and hair products they see us adults using..

"This collection has been a real labour of love that Alaia and I have been developing for the past year to ensure all of the ingredients are super gentle, whilst still offering our little (big) ones the results they need to ‘slay all day’, in a safe way. Trust us when we say it’s a WHOLE vibe!"

She also shared a picture of Alaia to her Instagram Story in which she could be seen over a year ago with her product plan board. "Alaia about a year ago... delighted with her final line-up," Rochelle typed alongside the picture with a face holding back tears emoji. She then shared another snap of the youngster with her notebook and a Starbucks having been involved in meetings: "I can't tell you how proud I am of this little boss babe."

In response to the main grid post shared with Rochelle's millions of followers, husband Marvin said: "I mean.. as if I could be any prouder of my family! Roch and Lai this is amazing! Coco Hills let’s go!" Meanwhile, singer and actress Jamelia kindly shared: "Ohhh I just LOVE this!!! Go Alaïa we’re so proud of you!!!" as Marvin's friend and JLS bandmate Aston Merrygold replied: "Sensational."