Why Kate Moss Can Sell Diet Coke and Wellness

Kate Moss has had a busy summer: She’s been named creative director of Diet Coke, the calorie-free Coke alternative that ruled for decades before the wellness boom — and its obsession with all-natural ingredients – reduce sales. Then last week she launched Cosmoss, a beauty brand rooted in the principles of well-being.


Inspired by a new lifestyle – focused on meditation, yoga and “being healthier,” Moss said in a vogue ‘Beauty Secrets’ video last week – the 48-year-old model has created a line of skincare and teas, rooted in the daily rituals she’s adopted since she started taking better care of herself. The former English party girl, who in the grunge era was known for her tough life, now starts her day by lighting a rose quartz candle to bring peace and calm.

In the video, Moss walks viewers through her beauty routine, including products from her new brand — a cleanser, a moisturizer, an oil that can be used on your face or ingested, and a “Sacred Mist” fragrance — mixed with her go-to’s, Laneige’s lip mask and Santa Maria Novella’s rose water.

The products, promo talks, and in-person appearances are all pretty standard; Moss follows the model of the celebrity beauty brand launch that we’ve become numb to. And yet, something seems different here.

“It’s wild. Kate Moss TALKS,” a longtime friend (and one of my most cynical) texted me last week after watching all of Moss’ beauty-related videos and studying the Cosmoss website. “I feel like she’s legit.”

I agreed. Of all the celebrity shilling beauty lines, why is the one created by the woman adorned with one of the most extraordinary faces of all time – one that should be, but isn’t, absolutely destroyed by her edginess and non-give a fucking lifestyle escorted out of EasyJet – the one we’re going to buy?

Cosmoss is, basically, another celebrity brand. But unlike Kim Kardashian or Selena Gomez or Hailey Bieber, there’s something new about Moss’ self-promotion.

I don’t think I’ve heard Moss speak before watching his virtual testimony defending Johnny Depp, who earlier this year won a defamation lawsuit against his ex-wife Amber Heard. The model has been notoriously absent from social media for the past decade, when all the celebrities took to Instagram, Twitter and then TikTok to share daily life details or peddle their fashion or beauty brands. She’s never tried to be something she’s not or manage a social media feed to fit the aesthetic that’s trending right now.

In other words, if she’s selling something in her name, she really has to believe it. (There was the Topshop collaboration, but that was 14 years ago.)

I watch the Vogue YouTube video again. Moss drops Golden Nectar (the oil) into his mouth, but you can also use it on your face or, as Moss does, rub it on your décolletage. Verbiage like “The daily ritual is designed with inner peace and balance in mind. It transforms negative flows into positive, radiant energy” on the Cosmoss site makes me want to order “Dawn Tea” (I doesn’t even like tea).

Dawn Tea and Dusk Tea are £20.00 for 20 tea bags each. Skin care is more expensive; the face wash is £52, the cream £95 and the Golden Nectar £105. I’m not sold on the latter, a CBD tincture of blackberry and a type of vegan collagen derived from a magical-sounding plant in Greece called “eel tears,” according to Moss.

“She just seems ‘genuine’ to me and doesn’t preach, just alluding to the fact that she was a very glamorous castaway – and realized she literally didn’t age so well,” my friend explained.

Cosmoss is definitely a juxtaposition to the Moss’ Diet Coke concert. The drink, which celebrates its 40th anniversary this year, fell out of favor when wellness culture took over juices, milk alternatives and “functional drinks,” a booming beverage sector with a brand image. elegant and obscure health claims. An obsession with self-care and a “beauty from within” movement has been the demise of Diet Coke, and I’m conflicted. I wonder if Moss can be the face of both at the same time.

Then my cynical friend reminded me that we all need vices. And for some – even if they wake up and drink Dawn tea which is “good for alkalizing your system” – it may be Diet Coke.

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