Kate Moss once envisioned her wellness brand, Cosmoss, as a powerhouse in the lifestyle space—an answer to Gwyneth Paltrow’s Goop. It launched in 2022 with the glitz of a Harrods debut and the weight of her name behind it. But fast-forward less than three years, and the brand has quietly folded.

On June 18, the company officially entered voluntary liquidation, as revealed in records filed at Companies House.

The end of Cosmoss signals more than just a failed business—it underscores how even a supermodel's global appeal and marketing buzz don’t always translate into sustained success in the lifestyle sector.

The High Hopes Behind the Launch

Instagram | wwd | Kate launched Cosmoss as a personal self-care venture, vowing to bring balance, restoration, and love.

When Cosmoss made its debut, Kate presented it as a deeply personal venture. Built around self-care and spiritual wellness, the brand promised “balance, restoration, and love.” The initial product lineup included herbal teas, face creams, and cleansers—all wrapped in minimalist packaging and premium pricing.

There was also a bold claim that caught headlines. Kate shared in a video that the Golden Nectar skin oil, priced at £105, could cure eczema and psoriasis “overnight.”

She admitted they only realized this post-launch, after discovering its effects through anecdotal feedback. That moment created a ripple of curiosity and skepticism alike.

A Brand That Never Took Off

Despite its buzzworthy beginnings, Cosmoss struggled to gain momentum. Here’s what happened behind the scenes:

1. Financial Red Flags -The first and only published set of accounts showed debts exceeding £405,000 while assets barely hit £315,000.

2. Missed Filing Deadlines - Updated accounts for the 18-month period ending December 2023 were never filed. This created a cloud of uncertainty around the business’s actual health.

3. Trademark Challenges - The brand failed to secure trademark protection in the U.S., a major roadblock for any international expansion.

Operational Setbacks: Staff reportedly went unpaid for several months before liquidation. By the time the paperwork was filed, the business was already in a quiet freeze—products were no longer available for purchase, though the site remained live.

Family Involvement and Public Appearances

Cosmoss wasn’t just a personal project for Kate—it was a family affair. Her daughter, Lila Moss, took part in promotional events and was a visible supporter during the brand’s first anniversary celebration in 2023. The 22-year-old model was frequently seen attending fashion events where she subtly showcased the lifestyle the brand aimed to promote.

Despite these efforts, the visibility didn’t convert into sustained brand traction.

Legal Win That Couldn't Save It

Instagram | donnakaran | Kate secured official branding for Cosmoss's herbal and medicinal products in 2023 by winning a trademark dispute.

In 2023, Kate secured a win in a trademark dispute with a Danish pharmaceutical firm, allowing Cosmoss to officially brand its herbal and medicinal products. While that legal victory was a significant moment, it came too late to change the trajectory of the brand.

The promise was big, but the follow-through in product performance and business operations seemed to fall short.

From Fashion Icon to Business Exit

Kate’s transition from fashion icon to wellness entrepreneur marked a major shift in her career. Known worldwide for her modeling legacy, she attempted to rebrand herself with a focus on mindfulness and self-care.

But the lifestyle space is crowded, and convincing consumers to believe in a new identity, no matter how famous the face behind it, takes more than headlines.

Notably, this venture came years after Kate's public struggles in the mid-2000s when tabloid scandals led to a fallout with fashion giants like H&M. Launching Cosmoss felt like a comeback narrative. Yet, its early closure tells a different story—one of ambition, risk, and the challenge of standing out in a saturated market.

What's Next for Kate Moss

Though Cosmoss is done, Kate remains a cultural figure whose influence in fashion endures. Whether she explores another brand, returns to modeling full-time, or pivots to a new space remains to be seen. What’s clear is that her first major business experiment came with high expectations but proved tougher to sustain than predicted.

For now, the Cosmoss chapter closes as a reminder that celebrity brands can grab attention, but attention alone doesn’t guarantee longevity.