Just when you thought daytime TV might get a break, Hoda Kotb has made her grand return.
After four months away — supposedly to focus on her young daughters — Hoda is back.
But this time, it’s not just about morning banter or heartwarming interviews.
Nope, now she’s here to sell us joy. Whatever that means.
And yes, she’s back on the cover of People magazine to make sure we all know it.
From School Runs to Subscription Apps
Back in January, Hoda gave a heartfelt farewell on NBC’s Today show, saying she needed to prioritize her daughters, ages six and eight. It was a big emotional send-off.
But fast forward to now, and it seems suburban life didn’t quite scratch the itch.
Because here she is again, smiling on a magazine cover, launching a wellness platform, and jumping right back onto the Today couch.
Her new project? It’s called “Joy 101” — and no, you can’t just download happiness, but Hoda seems to be trying to sell you something close.
The Return of Another Wellness “Guru”
Hoda’s jumped headfirst into the world of self-help — a space already crowded with vague advice, overpriced apps, and promises of inner peace for $16.99 a month.
The branding? Think Meghan Markle meets Kamala Harris meets daytime-TV sparkle.
Hoda’s now officially a “female founder” — or as the writer jokes, maybe a “flounder” would be more fitting.
She’s pitching herself as a woman who’s undergone a transformation.
But let’s be honest: this looks more like a brand reinvention than a spiritual awakening.
The Celebrity Wellness Crowd Welcomes a New Face
If it feels like Hoda is joining a long line of celebs cashing in on vague health advice, it’s because she is.
The wellness world is full of women with no real qualifications selling expensive solutions to complex problems.
From Kourtney Kardashian’s supplements to Gwyneth Paltrow’s jade eggs (which, by the way, cost Goop $145,000 in legal penalties), it’s a crowded, often questionable market.
Now, Hoda’s joining the party with an app that promises transformation but delivers… well, we’re not really sure yet.
An Emotional “Today” Reunion That Felt a Bit Much
When Hoda returned to Today this week, co-host Jenna Bush Hager practically wept with joy.
The way they embraced and spoke, you’d think Hoda had just returned from surviving a desert island — not a few months in the suburbs.
They tossed around phrases like “new chapter” and “living in truth” like inspirational confetti.
But despite the waterworks, it all felt oddly hollow — more performance than authenticity.
“Curated” Advice From Celebrity Friends
Part of Hoda’s new venture includes so-called wisdom from the “masters” she met while working in TV. Who are these gurus? Think Maria Shriver and Joanna Gaines.
Nothing against them, but this isn’t exactly Mensa-level thought leadership.
Still, Hoda has bundled these insights into what she calls more than just an app.
What else it is, though? We still don’t know.
Wellness-Speak With No Clear Meaning
Hoda says she’s learned about breathwork, meditation, and prayer.
She talks about becoming “a seeker” and says the wave she’s riding is “magical.” But what does any of that actually mean?
Like so many in the self-help space, it’s big on buzzwords and light on substance.
It sounds nice, sure — but is it actually helpful?
Family, Privacy, and the PR Machine
There’s also the issue of how much Hoda is choosing to share.
She revealed on-air that her daughter has Type 1 diabetes — a serious and deeply personal detail.
Was that something her daughter would have wanted public? Hard to say.
But it’s clear that family is part of the branding here.
Her daughters even appeared in the People shoot, which felt like it was more about selling Hoda’s story than protecting their privacy.
Swatting Down Talk Show Rumors
Hoda also took time to deny the rumor that she was in line to replace Kelly Clarkson as a talk show host.
The fact that she addressed it so directly raised eyebrows — especially since some suspect she may have planted those rumors in the first place.
Either way, she wants everyone to know she’s focused on her new “mission” — even if that mission seems to involve a lot of cameras and commercial partnerships.
In the End, It’s Business as Usual
Despite the breathy talk of transformation and spiritual growth, what Hoda’s doing isn’t all that different from the others before her: building a brand, monetizing a story, and selling promises.
Her new venture, Joy 101, may be wrapped in soft lighting and emotional anecdotes, but at its core, it’s just another hustle in the world of celebrity wellness — a world full of shiny packaging and little real substance.
So the next time someone tells you they’ve “quieted the noise” and discovered something profound, maybe ask them if it costs $99 a year.