British model Kate Moss has announced the voluntary liquidation of her skincare and wellness brand Cosmoss, just three years after its launch in 2022. The decision was confirmed through official records with the corresponding UK body, following the appointment of liquidators on June 24 and the approval of the resolution for the business closure on June 25.
Cosmoss, a firm that merged spirituality, homeopathy, and holistic wellness, included teas, skincare products, and the fragrance "Sacred Mist" in its catalog. Prices ranged from 25 euros for a box of tea to 150 euros for the star fragrance, while serums exceeded 100 euros. The brand, due to Kate Moss being behind it, was fortunate to be welcomed in the most select retailers and to be distributed in exclusive stores such as Liberty and Fenwick. However, as 'Business of Fashion' indicates, it did not reveal turnover figures since its establishment in 2022.
The most recent financial reports indicate a debt close to 2.5 million euros. This includes a significant liability with Moss's agency, incurring a debt of almost £2.3 million to Kate Moss Agency, the majority figure within the total claimed us.fashionnetwork.com+2fashionunited.uk+2es.wikipedia.org+2. In addition, Cosmoss maintained an inventory of approximately £241,000 valued in stock es.wikipedia.org+8fashionunited.uk+8us.fashionnetwork.com+8.
In its analysis of the fall of Cosmoss, The Industry.beauty emphasizes that, although the offer was well formulated and its essences were accepted—especially "Sacred Mist"—its niche character and high price demands in a post-pandemic and economic crisis context limited its market reach us.fashionnetwork.com+2theindustry.beauty+2fashionunited.uk+2. Added to this is the lack of constant presence of Moss in the promotion and communication of the brand, which contrasted with other wellness figures who maintain an active involvement in networks, events, and campaigns cosmeticsbusiness.com+8theindustry.beauty+8es.wikipedia.org+8.
The case of Cosmoss highlights the challenges faced by brands led by celebrities: personal notoriety can open doors, but it is not enough without a solid marketing strategy and a clear positioning before consumers who are increasingly demanding in transparency, efficiency, and value for money es.wikipedia.org+3fashionunited.uk+3fashionista.com+3. In contrast, other celebrity firms such as Rhode (Hailey Bieber) or Fenty have offered more corporate support, allowing them to consolidate or be acquired by groups such as e.l.f. or LVMH fashionunited.uk+1us.fashionnetwork.com+1.
Kate Moss remains an iconic figure in the world of fashion and beauty: she has recently starred in campaigns for Zara, Isabel Marant, and other firms, and continues to develop "Zara by Kate Moss," a line highly celebrated by her clients. However, her brief foray as a direct entrepreneur in wellness with Cosmoss failed to sustain itself over time.
In summary, the liquidation of Cosmoss highlights how the luxury and wellness environment has become increasingly competitive and sensitive to prices, efficiency, and authenticity. The closure of the brand, with millionaire liabilities, demonstrates that even the backing of a supermodel and a select positioning do not guarantee a solid trajectory without a continuous brand presence, effective communication, and financial support to scale.