Kate Moss’s Beauty Brand “Cosmoss” Shuts Down in Less Than Three Years

Cosmoss

The beauty and wellness brand Cosmoss, launched by supermodel Kate Moss, is officially shutting down less than three years after its debut. According to documents filed with the UK’s Companies House, the brand entered voluntary liquidation on June 24, 2025.

Cosmoss launched in September 2022 with a product line that blended beauty and wellness, starting with six items, including a fragrance, a CBD-infused face oil, cleanser, and herbal teas. The brand later expanded to include fragrance-free options and an affirmation book titled Love Letters Book of Affirmations, while also entering markets such as Ireland, France, Germany, and the United States.

However, according to business filings, Cosmoss accumulated around $3 million in debt, the majority of which was owed to the Kate Moss Agency, the talent agency founded by Moss herself. She was the brand’s majority shareholder, alongside boutique incubator Warsaw Labs and three individual investors.

Analysts point to several factors behind the brand’s liquidation: a pricing strategy that placed skincare products above £100 during a cost-of-living crisis, and a disconnect between Moss’s personal image and the brand’s wellness-focused messaging. Known for her enigmatic and hedonistic persona, Moss’s attempt to reposition herself as a wellness advocate lacked credibility in the eyes of some consumers. Furthermore, the brand’s limited presence on social media and lack of personal engagement hindered its ability to build a strong D2C relationship.

Cosmoss

The closure of Cosmoss comes at a time when the celebrity-driven beauty market is demanding a far more strategic and business-savvy approach. A notable contrast is Hailey Bieber’s skincare brand Rhode, which was acquired by e.l.f. Beauty for approximately $1 billion in June 2025.

Likewise, Selena Gomez’s Rare Beauty has grown into a full-fledged business powerhouse. The brand surpassed $300 million in annual sales by 2023, and Gomez herself reportedly reached a net worth of $1.3 billion by 2024 — proof of the brand’s resonance beyond just her fame.

The shutdown of Cosmoss highlights a hard truth: even a globally recognized icon like Kate Moss cannot rely solely on name recognition for lasting success. In today’s market, celebrity-led brands are expected to deliver a clear value proposition, a sophisticated marketing strategy, and an authentic, ongoing relationship with consumers.

In the luxury and beauty industries, the success of celebrity brands will increasingly depend not just on who is behind them, but on what they offer, and how they deliver it.

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