The British model Kate Moss has just made a sensational entry into the world of skincare with its brand Cosmoss by Kate Moss, and a short video revealing it in the simplest device. The line, whose concept aims to combine “beauty and well-being” does not offer mascara, foundation or lipstick, but skin care and drinks, designed as rituals to sublimate the body and the skin. ‘spirit. Raw holistic beauty.
An approach boosted by the pandemic
Holistic beauty is not a new concept, Susanne Kaufman, founder of the cosmetics brand of the same name, even developed it almost two decades ago. But it made a comeback amid the Covid-19 pandemic, as makeup sales plummeted amid lockdowns, and audiences turned to products, ingredients, and lifestyles. , more natural and authentic. Exit contouring, the art of layering, and other layers of cosmetics or make-up, make way for a new approach to beauty based on body and mind care.
It is now a question of taking beauty into account as a whole, under the spectrum of food, sport, well-being, sleep, and of course cosmetics. All using natural ingredients, if possible, science, and new technologies. The objective is no longer to cure, but to prevent, by strengthening the natural functions of the skin as much as possible. LED light, prebiotics, or even facial gymnastics, and other facial massages, are all very popular techniques and ingredients today to readapt our beauty routine.
Brands and celebrities are taking on the trend
Despite the recovery in makeup sales in the course of 2021, many celebrities, often supported by large groups, are betting on this concept with new skin and body care launches.
Millie Bobby Brown is one of the first to have tried to exploit this vein with Florence by Mills, combining make-up and clean and vegan care, without however insisting on the element of well-being.
Since then, other celebrities have joined the movement. Hailey Bieber with Rhode Skin, Kim Kardashian with SKKN By Kim who wants to be “ at the intersection of great simplicity and innovative science ” via ” clean ingredients and technical formulas “.
Everything generally claims ethics and sustainability, two key words found in most of these cosmetic ranges. Other points in common: a limited choice – the essentials – and a time-oriented beauty routine with lasting results. Whether meticulously crafted or not, the concept of holistic beauty is indeed at the center of the communication of these new brands.
Creams, tea, and CBD
Same observation with JLo Beauty, the brand of Jennifer Lopezand even more with The Outset, the label developed by Scarlett Johansson. But with Cosmoss, Kate Moss seems to want to go even further, with a line offering tea to rid the body of its toxins, creams, a ‘sacred’ mist, or even a CBD oil. ” Each product has been meticulously designed with well-being in mind. Each ritual opens a door to balance, restoration and love “, can we read on the Instagram account of the brand.
Last comer in the race, Stella McCartney has partnered with the beauty division of the LVMH group to develop the skincare line, STELLA by Stella McCartney, with the aim of reconciling nature, efficiency and responsibility. A short range composed of only three products: a cleanser, a serum and a moisturizer.
For Eric Brionesco-founder of the Paris School of Luxury and author of Luxury and digitalwhich will be released in October by Dunod, “ beauty and well-being will be the new growth vectors for luxury “. This would explain, according to him, the multiplication of lines with the effigy of stars. Especially since ” investing with a celebrity is much safer than with a young unknown brand, because you start with a fan base which can reach millions of people.
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