When it comes to celebrity brands, some feel more authentic than others. Elle MacPherson really does seem like she starts the morning with WelleCo’s green power; Rihanna quite obviously sports Fenty Beauty everywhere; Tracee Ellis Ross starting haircare line Pattern Beauty for coily, kinky, and curly locks makes sense; and — whether you love or loathe her — we’re sure Gwyneth Paltrow has inserted a jade egg into her vagina à la Goop on at least one occasion.
But when you hear the name ‘Kate Moss’, what comes to mind? For us, it’s heroin chic, hedonistic partying, cigarettes, Calvin Klein, cocaine, and the quip that became a motto for many; “nothing tastes as good as skinny feels.” The British supermodel was also recently appointed to the role of creative director for Diet Coke.
However, in recent years, the supermodel has spoken about her love of yoga, juicing, sound baths, and transcendental meditation. Now, Kate Moss has launched Cosmoss, a wellness brand that sells detox tea as well as a curated skincare and fragrance lineup, with the products proclaiming to be “meticulously crafted with well-being in mind, using potent, natural substances.”
Seemingly keen to position Moss as a viable contender in the wellness industry, the Cosmoss website and accompanying branding take on a free-spirited approach reminiscent of Californian brands like Moon Juice and Kin Euphorics. Promotional imagery depicts Moss laying in fields of grass and swimming nude in the wild in a stylishly un-styled fashion.
While Kate Moss is synonymous with the hardcore partying lifestyle of the ‘90s and early noughties, perhaps her reformed party girl ways will appeal to wannabe hedonistic wellness gurus. The brand purports to be “a celebration of every day exactly as it is, with all its imperfections.” Though the products take on a similar approach to the plethora of other wellness brands on the market, Moss’ affiliation with them may serve as a selling point.
Like Paltrow’s Goops, Moss’ definition of wellness comes at a premium. Cosmoss products start at £20 ($34AUD) for the teas and go up to £120 ($203AUD) for the fragrance mist.
The inaugural Cosmoss range comprises Dawn and Dusk teas, a Golden Nectar CBD and Pro-Collagen Face Oil, Face Cleanser, Face Cream, and Sacred Mist fragrance. Bakuchiol and cannabidiol feature across the face product trio, while other botanicals like chia seed extract, rosemary extract, hemp oil, Mythical Tears of Chios, and moss extract (cute) also make an appearance.
As expected, the packaging takes on an elevated tone, with the skincare and fragrance range glad in olive green with hints of gold, while the teas are housed in pink or blue tins with gold lettering.
The Cosmoss range is available via the brand’s webstore.
Words by Theo Rosen
Feature image courtesy of Christoph Martin
