Kate Moss' beauty brand has entered liquidation - and it's down to one crucial reason

British supermodelKate Moss’ premium skincare and wellness business has officially filed to end all operations. Cosmoss has entered into liquidation proceedings, less than three years after launching.

According to the most recent company filings, liquidators were appointed on June 24, 2025 and filed to close its operations on June 25. As reported by Business of Fashion, the company last filed accounts in 2023 with the UK’s Companies House; it has never disclosed its revenue. The company also faced compulsory strike-off because of "overdue" accounts.

Speculation about the operation’s future began to emerge when heavily reduced products began popping up on discount sites. The company also went relatively quiet, not posting on social media for several months.

The recent filing declared that Cosmoss owed $4 million (£2.9m) to creditors, the majority of which was owed to Moss’ personal talent agency, Kate Moss Agency. Moss is also the majority shareholder of the company, alongside the incubator Warsaw Labs and other individual partners.

READ MORE: Fashion influencer slams Kate Moss' 'overpriced' Glastonbury-inspired Zara range

Cosmoss was branded as a holistic range promising “wellbeing for the soul and senses” created in collaboration with homeopath Victoria Young. The range launched with just six products including a mist fragrance, tea, CBD oil, face cream and face cleanser.

The brand expanded after its initial release for purchase in resorts, spas and retailers across Europe and the US. Prices ranged from £18 for a book of positive messages to £125 for its mist fragrance.

Fiona Glen, managing director of the beauty consultancy group The Red Tree, explains what the brand failed to do and what its closure says about consumer expectations.

"Although Kate Moss is a well-known profile, she is not associated with wellness which the brand positioning was centred around," explains Glen. She also highlights that the premium pricing was unjustifiable given the differentiation of the brand.

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When it comes to consumer expectations, Glen says: "The demise of Cosmoss proves that beauty consumers today have high expectations around the authenticity of a brand that they are purchasing from."

Despite having strong packaging and a strong start with a launch party, Glen shares a reminder that "to achieve brand success there needs to be a clear plan for support a brand post launch".

Cosmoss launched in September 2022, which was a crowded year for the celebrity beauty industry. That same year R&B singer Ciara launched her skincare line OAM, Sabrina andIdris Elba launched their vegan skincare brand S’able Labs and Kim Kardashian launched SKKN by Kim.

Perhaps the biggest beauty launch of 2022 was Hailey Bieber’s Rhode - the success of which now stands in stark contrast to Cosmoss after its $1billion deal(£730m) with e.l.f. beauty. But Moss’ brand was not the only label to fall short of success.

SKKN by Kim also recently - and quietly - announced it would be winding down operations and officially closed on June 29, 2025. Just a few months prior, Kardashian’s shapewear company Skims had acquired the mogul’s beauty label from Coty as part of a larger brand consolidation with plans to launch its own beauty line in 2026.

Glen says that the attrition rate within the beauty industry is very high, but when notorious founders like Moss fail it is simply more noticeable. "Brands often come and go with little notice however given the notoriety of Kate Moss this has been a much more noticeable and publicised brand closure."

Despite failing to get Cosmoss fully off the ground, the Mosslodged a trademark application in December 2023 and was given the greenlight in March 2024. The trademark enables her to sell cosmetic essentials, such as lip gloss, mascara, eyeshadow and blush.

The patent includes a handwritten logo featuring Kate’s name followed by a love heart. And documents sent to the Intellectual Property Office show a string of other possible products – including Kate Moss eyewear and stationery.

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