British supermodel Kate Moss launched a cosmetics and accessories site, Cosmoss, on Thursday, trying to reinvent herself as a muse of well-being at 48 and joining a series of celebrities who have built e-commerce empires.
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The site sees this fashion icon, known for her love of parties and her relationships with American actor Johnny Depp or English rock musicians like Pete Doherty and Jamie Hince, advocating a lifestyle focused on “cosmic” nature.
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It sells CBD and collagen beauty serums for 105 pounds (about $160), teas (20 pounds) and “sacred” scent mists (120 pounds) that want to “balance body and soul with energy.” natural environment and circadian cycles”.
Even if she still smokes, she repeats at length of interviews that she no longer drinks and that her youthful escapades are behind her.
“I like to dance (…) but I don’t like not being in control of myself anymore,” she said on the BBC program Desert Island Discs.
For Éric Briones, author of “Luxe et digital”, which comes out in October at Dunod, “beauty and well-being will be the new vectors of growth for luxury”, hence the proliferation of lines with the effigy of stars.
He adds that “investing with a celebrity is much safer than with a young unknown brand, because you start with a fan base” which can reach millions of people.
The model, nicknamed in her early days the “waif” (“the miserable little child”) because of her slim figure, was one of the embodiments of a trend for very skinny bodies in fashion, dubbed “heroin chic”. , during the 1990s and early 2000s.
She turned the page on the era of sculptural “supermodels” like Cindy Crawford or Naomi Campbell, before the emergence of more buxom beauty canons with, for example, reality TV star Kim Kardashian.
The latter has preceded her, like her sister Kylie, by launching brands that generate hundreds of millions of dollars.
Kim Kardashian’s fortune is estimated at one billion dollars by Forbes, that of Kylie Jenner at around 600 million.
Other stars of the song (Selena Gomez, Lady Gaga) or cinema (Jessica Alba) have also created empires of e-commerce or cosmetics.
Goop, the commercial site launched by actress Gwyneth Paltrow, which sells all kinds of luxury products but also “sex toys”, is valued at 250 million dollars by the specialized press.
Éric Briones judges the identity of Kate Moss’ site to be in keeping with the times, advocating resilience, care and self-acceptance: “a rock icon returned from her excesses who has a pseudo-magical discourse” in full “apocalyptic period”.
For him, the fact that Kate Moss talks about “well-being and wisdom is just as amazing” and commercially well-thought out as seeing Gwyneth Paltrow, in the somewhat sanitized image of a follower of macrobiotic diets, selling sex- toys.
Kate Moss, whose fortune is estimated at 70 million dollars by the celebritynetworth website, has made a name for herself off the catwalk through collaborations with the low-cost fashion brand TopShop, victim of the pandemic and bought by the Asos group, and more recently with Coke.
In 2016, she also launched her artistic agency, Kate Moss Agency (KMA), of which one of the main recruits is her daughter Lila Moss, who has also become a model, alongside other children of stars such as Ella Richards (granddaughter of Keith) or personalities like the musician Rita Ora.
The face of Kate Moss, then a 14-year-old girl with a wide smile and freckles, was revealed by a photographic series by Corinne Day for The Face magazine.
She says she “cried a lot” during this photo shoot, because she was forced to strip, although she admits that these shots “changed her life”.
In 2005, she briefly lost contracts due to leaked photos in the British tabloid press where she appeared to be taking cocaine. A police investigation was unsuccessful and his career took off stronger than ever.