Kate Moss wants to reinvent herself as a wellness icon

(London) British model Kate Moss on Thursday launched a cosmetics and accessories website, Cosmoss, trying to reinvent herself at 48 as the muse of well-being and joining a string of celebrities building e-commerce empires to have.

Updated yesterday at 12:54pm.

Veronique DUPONT
Media Agency France

The site sees this fashion icon, known for her love of partying and her relationships with American actor Johnny Depp or English rock musicians like Pete Doherty and Jamie Hince, advocating a lifestyle focused on the “cosmic” nature.

It sells CBD and collagen beauty serums for £105 (about $160), teas (£20 or $20) and “sacred” mists (£120 or $182) that “enhance the body and soul with… reconciling the natural environment and circadian cycles”.

Although she still smokes, she reiterates in her interviews that she no longer drinks and is past her teenage antics.

“I like dancing […]but I don’t like having no control over myself anymore,” she said on the BBC Desert Island Discs.

For Eric Briones, author of Luxury and digitalpublished by Dunod in October, “Beauty and well-being will be the new growth vectors for luxury”, hence the proliferation of lines with the image of stars.

He adds that “investing in a celebrity is much safer than a young, unknown brand because you start with a following” that can reach millions of people.

The model, nicknamed ‘waif’ (‘the wretched little child’) in her early days because of his slender frame, was one of the embodiment of a very thin bodied trend in fashion known as ‘ fancy heroin in the 90s and early 2000s.

She flipped the era of sculptural “supermodels” like Cindy Crawford or Naomi Campbell before buxher beauty canons emerged with reality TV star Kim Kardashian.

The latter, like her sister Kylie, preceded her by launching brands that gross hundreds of millions of dollars.

Kim Kardashian’s net worth is estimated at $1 billion per person forbesKylie Jenner’s at around 600 million.

“Recovered from his excesses”

Other stars of song (Selena Gomez, Lady Gaga) or cinema (Jessica Alba) have also created e-commerce or cosmetic empires.

Goop, actress Gwyneth Paltrow’s commercial website that sells all kinds of luxury products but also sex toys, is valued at $250 million by the trade press.

Éric Briones judges Kate Moss’ website identity as contemporary, arguing for resilience, caring and self-acceptance: “A rock icon returned from her excesses with a pseudo-magical discourse”, in full “apocalyptic time”.

That Kate Moss speaks of “wellness and wisdom” is as astonishing and commercially well thought-out to him as seeing Gwyneth Paltrow selling sex toys in the somewhat sanitized image of a macrobiotic diet follower. .

Kate Moss, whose net worth is estimated at $70 million by celebritynetworth site, has made a name for herself off the catwalk through collaborations with budget fashion brand TopShop, which fell victim to the pandemic and was bought by the Asos Group, and more recently with coke.

In 2016 she also founded her artistic agency Kate Moss Agency (KMA), whose main recruits are her daughter Lila Moss, who has also become a model, alongside other children of stars such as Ella Richards (grandaughter of Keith ) or personalities such as the musician Rita Ora.

The face of Kate Moss, then a 14-year-old girl with a big smile and freckles, was revealed through a series of photographs by Corinne Day for the magazine The face.

She says she “cried a lot” during this photoshoot because she was forced to undress, though she admits those shots “changed her life.”

In 2005, she briefly lost contracts over leaked photos in the British tabloids of what appeared to be her taking cocaine. A police investigation was unsuccessful and his career picked up speed more than ever.

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