For over 30 years Kate Moss has been the face that launched a thousand campaigns, but now the British model is going it alone with her new beauty and wellness brand.
Cosmoss is positioned as a self-care line that "celebrates life every day, exactly as it is, with all its imperfections".
Created in collaboration with brand incubator Warsaw Labs, the venture is said to be a reflection of the 48-year-old's wellness journey.
Moss is the majority shareholder with her long-time business partner Alexander Green and Warsaw Labs CEO Pawel Walicki listed as directors.
In an interview with Vogue, Moss said she was "funding Cosmoss by myself".
Available to consumers in the UK, North America and the EU from 1 September, Cosmoss includes topical beauty products along with wellness supplements.
Face cream, cleanser, the Sacred Mist eau de parfum and a Golden Nectar antioxidant oil with CBD are among the offering.
Moss is also launching two teas, including the Cosmoss Dawn Tea inspired by the model's English garden by using hibiscus, rosemary and nettle leaf.
Homoeopath Victoria Young is a consultant for the brand and is described by Moss as her "spiritual guide".
The brand has been teased on Instagram since 23 August with 1970s inspired campaign imagery.
Three daily rituals are included in Cosmoss' brand communications – dawn, day and dusk – to help balance "body and soul with the natural environment and circadian cycles".
Regularly described as a fashion muse and style icon, Moss has been a regular face in beauty campaigns since her modelling career took off in the 1990s.
Calvin Klein, Decorté, Dior, Rimmel, Charlotte Tilbury and Chanel are among the long list of brands to have hired the London native for fragrance and make-up ads.
Moss first became a beauty brand owner in 2007 with an eponymous fragrance line.
Celebrity beauty brands are big business and an unprecedented number of stars are entering make-up and skin care, rather than the traditional fragrance avenue.
Scarlett Johansen, Gwen Stefani, Winnnie Harlow, Hailey Bieber, Idris and Sabrina Elba are among high profile names to have launched beauty brands in 2022.
"They [celebrities] are investing time and effort into creating a line that appeals directly to their fans and followers," said June Jensen Mills, Director UK Beauty for market researcher The NPD Group.
"Naturally social media is a huge driver here as celebrities have many millions of followers across their social media channels. You could say that they have a ready-made customer base.
"The corporations behind celebrity brands are drivers themselves within the beauty industry, and they are supporting celebrities that have become strong role models to their fan base.
"This gives them an opportunity to enter into the premium beauty market with not always such high entry cost, but still with quality products."
