Former ’90s It model Kate Moss, once nicknamed “The Tank” for her champagne-sipping ability, has replaced partying with dawn meditation and evening tisanes.
On Thursday, Moss launched her own wellness brand, Cosmos. It features six of her products, including vegan her skin care and mood-boosting teas, and Dawn her tea canisters range from her 20 pounds to Sacred Her Mist her fragrances her 120 pounds. is. “A tale of soul-to-surface reconnection. There is magic in the Cosmos and, like me, I can’t wait for you guys to reveal it,” reads a press release statement.
Over the past decade, there has been a shift in the way consumers consume and display their wealth. These days, you’re more likely to see an Instagrammer sipping green juice after a spinning class in a boutique and wearing his luxury athleisure outfit than posing with the latest Burberry handbag.
According to the Global Wellness Institute, the wellness economy is expected to grow by 10% annually until 2025, reaching £5.24 trillion. In the UK, luxury sector group Selfridges said sales of supplements, superfoods and consumables had increased by almost 125% since 2021, and nearly 700% compared to pre-pandemic levels. reporting. Its London store has launched a permanent wellness destination called Feel Good Bar, “dedicated to discovering what feels good,” offering information on gut health, hangover remedies and sleep hacks.
Moss joins a long list of celebrities who have stepped into this lucrative world. Her OG of wellness, Gwyneth Paltrow, who turns 50 this month, launched her Goop as a newsletter from her kitchen table in 2008. The business is now worth over $250 million and spans everything from beauty to clothing to podcasts to Netflix series. In May 2021, Jessica Alba’s The Honest Company, which includes immune-boosting supplements and antibacterial cleaning sprays, went public by IPO, valuing her at $1.4 billion.
Meghan Markle recently rebranded her lifestyle site The Tig (which she closed in the months leading up to her marriage to Prince Harry). She’s also invested in her Clevr Blends, her brand of plant-based lattes, leading to speculation that wellness could be her comeback.
According to Future Laboratory Foresight Analyst Lavinia Fasano, these celebrities utilize a concept called the “enlightened state,” which redirects consumers toward personal transformation and self-reflection. doing. “They are looking for brands that can step into this incredibly frenzied, fast-changing world and pivot. Learn about themselves and how these products can be the tools to do that. “
At the Cosmos site, Moss frolics in meadows of wildflowers and her daily rituals, such as the use of face creams made from Icelandic wild plants, help her “find inner peace and self-actualization, balance, recovery, and rejuvenation.” We are sharing how it can help you “open the door to love.”
Moss, who is notoriously private and usually known for his branded emails on Cosmos launch days, wrote: As I write, I feel my most authentic self, open minded and ready to share with you.
Cosmoss Instagram, with over 30,000 followers, also provides insight into Moss’ daily life. Leeds Men Grooming her blogger Luke Christian placed an order within his first 10 minutes after the brand went public. “I’m a fan of how I know exactly who Kate Moss is but how little I know about her. She still remains relevant without giving away too much.” It was a no-brainer for me to try them,” he says.
Speaking to Lauren Laverne on the BBC’s Desert Island Discs in July, Moss said he’s been sober since 2017 but “isn’t going to get out of control anymore.” After permanently swapping her home in Primrose Hill for a Cotswold country house during the pandemic, she thought about gardening, wild swimming and early morning love.
Fasano says Moss’ story has a certain amount of imperfections that make Cosmos all the more compelling. “We’re fed up with the perfect wellness narrative. The fact that she can weave into her narrative of self-discovery and transformation is a key component of her strategy.”
More in London than in LA, this is how Moss does wellness with a big wink. In an interview with US Vogue, she said she smoked two cigarettes while talking about the benefits of Golden Nectar her CBD oil.
While true wellness warriors take to Twitter to show their disgust, Fasano said Moss leverages a personal brand that resonates with an existing audience. “It would be strange for her to take it completely evangelical. It wouldn’t have worked.”