Kate Moss harnesses the wellness boom with a trip to Cosmos

Once nicknamed "the tank" for her ability to swallow champagne, original '90s supermodel Kate Moss swapped the party for dawn meditation and herbal teas nighttime.

On Thursday, Moss launched its own wellness brand, Cosmos, featuring six products, including vegan skincare and boosting teas, ranging from 20 £ for a box of Dawn Tea at £120 for a Sacred Mist fragrance. “A story of reconnecting the soul to the surface. There is magic in Cosmoss and I can't wait for you all to experience it, like I did,” reads a press release.

Au Over the past decade, there has been a shift in the way consumers spend and display their wealth. These days, you're more likely to see Instagrammers sporting luxe sportswear with green juice after a boutique spin class than posing with the latest Burberry handbag.

According to the Global Wellness Institute, the wellness economy is expected to grow by 10% per year until 2025, when it will reach £5.24 billion. In the UK, luxury department group Selfridges reports that sales of supplements, superfoods and edibles are up almost 125% since 2021 and almost 700% from pre-pandemic levels. Its London store has launched a permanent wellness destination called the Feel Good Bar, "dedicated to wellness discovery", which offers information on gut health, hangover cures and sleep hacking .

Moss joins a long list of celebrities who have immersed themselves in this lucrative world. Gwyneth Paltrow, the OG of wellness who turns 50 this month -ci, launched Goop as a newsletter from his kitchen table in 2008. The company is now valued at more than $250 million and encompasses everything from beauty and clothing to podcasts and a Netflix series. In May 2021, Jessica Alba's The Honest Company, which includes immune-boosting supplements and antibacterial cleansing sprays, went public via an IPO, earning it a $1.4 billion valuation. dollars.

Meghan Markle recently rebranded her lifestyle site The Tig (she closed it in the months before her wedding to Prince Harry). She has also invested in Clevr Blends, a plant-based latte brand, which suggests she may be making a comeback to wellness.

According to Lavinia Fasano , a foresight analyst at the Future Laboratory, these public figures tap into a concept called “enlightened states,” in which consumers pivot toward personal transformation and introspection. “They are looking for brands that can found and reo...