Kate Moss harnesses the wellness boom with a trip to Cosmoss | Kate Moss

Once dubbed “the reservoir” for her ability to swallow champagne, original 90s model Kate Moss swapped the party for dawn meditation and late-night herbal teas.

Moss launched her own wellness brand, Cosmos, on Thursday, featuring six products including vegan skincare and boosting teas, ranging from £20 for a cartridge of Dawn Tea to £120 for a Sacred Mist fragrance. “A story of reconnecting the soul to the surface. There is magic in Cosmoss and I can’t wait for you all to experience it, as I did,” reads a press release.

Over the past decade, there has been a shift in the way consumers spend and display their wealth. These days, you’re more likely to see Instagrammers sporting luxe sportswear with green juice after a boutique spin class than posing with the latest Burberry handbag.

According to the Global Wellness Institute, the wellness economy is expected to grow by 10% per year until 2025, when it will be £5.24 billion. In the UK, luxury department group Selfridges reports that sales of supplements, superfoods and edibles are up almost 125% since 2021 and almost 700% from pre-pandemic levels. His London store has launched a permanent wellness destination called the Feel Good Bar, “dedicated to wellness discovery”, which offers information on gut health, hangover cures and sleep hacking.

Gwyneth Paltrow’s Goop is now valued at over $250 million. Photography: Valerie Macon/AFP/Getty

Moss joins a long list of celebrities who have immersed themselves in this lucrative world. Gwyneth Paltrow, the wellness OG who turns 50 this month, started Goop as a newsletter from her kitchen table in 2008. The company is now valued at over $250 million and encompasses everything , from beauty to clothes, to podcasts and a Netflix series. In May 2021, Jessica Alba’s The Honest Company, which includes immune-boosting supplements and antibacterial cleansing sprays, went public via an IPO, earning it a $1.4 billion valuation.

Meghan Markle recently rebranded her lifestyle site The Tig (she shut it down in the months leading up to her wedding to Prince Harry). She’s also invested in Clevr Blends, a brand of plant-based latte, which suggests she could be making a comeback to wellness.

According to Lavinia Fasano, a foresight analyst at the Future Laboratory, these public figures tap into a concept called “enlightened states,” in which consumers pivot toward personal transformation and introspection. “They’re looking for brands that can ground them and reorient them in this incredibly frenetic and fast-paced world. It’s about learning about yourself and how these products can be tools for that.”

On the Cosmoss site, Moss frolics in a meadow of wildflowers and shares how her personal daily rituals – including the use of face cream with wild Icelandic plants – help “find inner peace and personal fulfillment. and open a door to balance, restoration and love”.

Usually notoriously private, in a branded email the day Cosmoss launched, Moss writes, “Over the past few years I have been on my own private journey of wellness and self-discovery to find harmony interior, balance and love. As I write, I feel my most authentic self and am ready to open up and share with you.

Kate Moss, the British creative director of Diet Coke, unveils four limited edition models.
Kate Moss, UK creative director of Diet Coke, unveils four limited edition product designs. Photo: David M Benett/Dave Benett/Getty for Diet Coke

The Instagram Cosmos, which has over 30,000 followers, also offers insight into Moss’ daily routine. Luke Christian, a male grooming blogger from Leeds, placed an order within the first 10 minutes of the brand going live. “I’m a fan of how we all know exactly who Kate Moss is, but we don’t know much about her. She always stays relevant without giving too much away. It was a no-brainer to try them on,” says- he.

Speaking to Lauren Laverne on the BBC’s Desert Island Records in July, Moss, who has been sober since 2017, said: “I don’t want to be out of control anymore.” After swapping her Primrose Hill home for good for a country home in the Cotswolds during the pandemic, she reflected on her love of gardening, wild swimming and early nights.

Fasano says there’s a level of imperfection in Moss’s narrative that makes Cosmoss all the more compelling. “We’ve had enough of the perfect feel-good narrative, the fact that she’s able to weave into this narrative of self-discovery and transformation is a key part of her strategy.”

Less LA, more London, it’s Moss who does well-being with a big wink. In an interview with US Vogue, she even smoked two cigarettes while talking about the benefits of her Golden Nectar CBD oil after she was revealed months earlier as Diet Coke’s UK creative director.

As true wellness warriors take to Twitter to reveal their disgust, Fasano says Moss is leveraging her personal brand, which is tied to her existing audience. “It would be weird for her to have kissed him in a completely evangelical way. It wouldn’t have worked.

Comments are closed.