Simon Cowell has apologised to everyone who has been embarrassed by a new biography of him, saying the revelations made him hide under a pillow.
Tom Bower's Sweet Revenge: The Intimate Life of Simon Cowell told how the reality TV guru had an affair with former X-Factor judge Dannii Minogue and was romantically interested in fellow judge Cheryl Cole.
Extracts from the book have been serialised in the Sun.
Speaking at the star-studded launch party at the Serpentine Gallery in Kensington Gardens, Cowell said reading the stories had made him want to hide.
Cowell is the first of Bower's subjects to lend their support to one of his books.
The writer told the crowd he was delighted to have Simon attend the book's launch, although he was not sure they were exactly friends.
Cowell said that he had come to like Bower, with whom he had spent many hours, comparing it to Stockholm Syndrome.
Bower meanwhile said that they remain friends, despite previously promising there will be a sequel.