A celeb launching a lifestyle brand is nothing new, but sadly, some do better than others – and Kate Moss wellness brand Cosmoss seems to be facing major issues. The shopping function on its website no longer appears to be working, while its skincare and perfumes are being sold elsewhere at heavily discounted prices. All the signs point to a big old question mark over the brand's future.
It’s been suggested that one of the main reason’s for the company’s lack of success is Kate’s unwillingness to be the face of the brand. ‘She does not promote it,’ an insider said. ‘She hates talking on camera and she hates the sound of her own voice.’
When Cosmoss launched in 2022, Kate, 51, gave three interviews about the brand – which was unusual for her, as the model had given roughly the same amount of interviews in the preceding 20 years. But this PR frenzy was short-lived, with Kate’s last mention of the brand coming last October after she posted footage online of her spritzing Cosmoss perfume at the 2023 Met Gala.
It’s a far cry from other celebs who front their own lifestyle companies, with Gwyneth Paltrow constantly posting about her own wellness brand, Goop, and Victoria Beckham sharing promotional content for her make-up range, multiple times a week.
Another big factor in Cosmoss’ downfall could be Kate’s change in circumstances. When it launched three years ago, she was a reformed party girl, prioritising her health and ‘balance’, in line with her brand’s values. But following her 2024 break-up with Nikolai von Bismarck, her boyfriend of nearly 10 years, the model seems to have reverted back to her hedonistic lifestyle, with a source saying, ‘She’s gone back to her roots and is loving life.’
Cosmoss’ failure may not be that surprising for some, given the price of many of the products. The Sacred Mist eau de parfum cost £125, with the Golden Nectar Pro-Collagen Oil coming in at £84. Both products are currently listed on the Discount Dragon website at just £39.99. If that wasn’t a big enough signal that the brand is doomed, its standalone counter at department store Liberty London has also been removed.
And Kate herself has seemingly checked out and chucked in the towel, with a source saying, ‘She seems to have fallen out of love with the idea. Perhaps having seen what it would take to make it fly, she has just got bored of it.’