Thinking back to 2022 when Kate Moss introduced her wellness brand Cosmoss to London’s beauty editors at a pre-launch breakfast on the Harrods Garden Terrace on a sunny day in early September, I was certainly excited to be there, curious as to what might come from the famously private model with the catchphrase “Never complain, never explain.” There had been no teasers or briefing. We were in the dark, albeit happily.
As we waited for breakfast to begin that morning, our twenty or so strong table, (none of us strangers to celeb encounters, or best-of-the-best beauty products), were audibly buzzing.
I - like most of my pals in attendance - had met Kate a few times previously; the first occasion was at a Rimmel mascara launch way back in the day. I was 23 or so and in awe as she took us through a selection of vintage pieces from her wardrobe (and the mascara in question, of course). All these years on I very clearly recollect thinking how captivating her voice and laugh; the former husky, the latter infectious.
A few years later we danced at a small Dior Beauty party in Paris (wahoo), then there were sightings backstage, at exhibitions and around town over the years since.
Still, I think that those who have been in the presence of the supermodel - even briefly - would agree that where Kate is concerned, the novelty, allure and intrigue never wears off, which is surely why - alongside her supreme beauty - she is the ultimate supermodel with a career spanning 37 years and counting.
It was Kate herself, beautiful (of course), low key and - if I remember correctly, slightly nervous, one of her best friends, A-list nutritionist Rose Ferguson and lauded homeopath Victoria Young who took us through the Cosmoss offering that day.
We learnt that the brand concept was rooted in, and inspired by, the model’s fondness for mysticism and nature, her belief in self-healing, as well as a new-found, and necessary, desire to take care of herself emotionally and physically after decades of burning the candle at both ends. This was a range ‘for the soul and the senses.’
And it all made some kind of sense. If anyone had the power, kudos and influence to launch a brand surely it had to be Kate Moss?
Curated, considered and clearly incorporating an (admittedly eclectic) blend of beauty and health-related elements that interested, engaged, and supported the supermodel most, the modest-sized Cosmoss launch range showcased a cleanser, moisturiser, multi-use skin nectar and fragrance, plus two signature tea blends. The unofficial aim as I saw it? To help us glide through life from “dawn, to day, and dusk,” just that little bit more Mossy.
And it was good stuff, with heart; Kate was clearly involved from conception to completion, and had called upon an array of her nearest, dearest, highly reputable allies to build an authentic brand that harnessed quality ingredients and reflected her new worldview.
I liked it that day - very much - but remember questioning whether, even with the supermodel’s iconic status, the brand would - no could - resonate with a broader audience.
This was especially true when it came to the skincare offerings and tea. While genuinely delicious (the tea), and by all accounts well formulated (both), I wondered how either could cultivate the loyal, repeat customer base needed to sustain the business once the launch novelty wore off.
I suspected that customers would ultimately look elsewhere for both products. It is - after all - possible to readily buy superlative and far more affordable tea and skincare on the high street.
Moreover, would consumers engage with a wellness range from a party queen? Could a makeup offering have guaranteed a more surefire path to success?
In today’s tricky economy, even the vastly profitable, super brands with the biggest names attached - look here to super CEO and “millionaire maker,” of the moment Emma Grede, whose roster of celeb-endorsed brand launches includes Good American and Skims - need rigorous work, exceptional brand stories, flawless strategy and constant endorsement from the star in question. A thriving, active, engaged community is essential to support and sustain each one.
Kate on the other hand, is notoriously private, and while she laudably let her guard down during the Cosmoss launch period, quickly withdrew, clearly hopeful that the brand could grow elegantly and organically, driven by star-power.
Sadly - for Kate, and all of us wannabe entrepreneurs - this seems to have proved an unreliable approach. Cosmoss appears to have now closed its doors, with products discounted and the website not functioning.
But for me and others on that day back in September 2022 it was Kate’s Sacred Mist Eau de Parfum that truly stood out and shone. Why? Because it smelt - no - smells - so very good. With Orange Flower, Bergamot, Jasmine, Geranium and Cedarwood (a list that includes so many of my most favourite smells), and formulated by the masterful homoeopath and alchemist Victoria Young, it is pretty but powerful, hopeful, expansive, transportive, unique, but also universally appealing. A remarkable scent that I really, really want to wear.
I keep my bottles (plural) under lock and key - and will be stockpiling the stuff until it goes - I can reluctantly reveal that Liberty London still has bottles on shelves…
In fact - if someone could swoop in and save Kate’s Sacred Mist - (Emma Grede I’m talking to you), I’d like that very much, thank you, please.
