British model Kate Moss recently made a remarkable entry into the world of skincare with her brand “Cosmoss by Kate Moss”, and a short video revealing without any artifice, in fact without any clothing. The line, which aims to combine “beauty and well-being”, does not offer mascara, foundation or lipstick, but rather skincare products, oils and beverages such as special tea blends, all designed as components of rituals to uplift body and mind. In short: raw holistic beauty.
An approach driven by the pandemic
Holistic beauty in itself is not a new concept; Susanne Kaufman, founder of the cosmetics brand of the same name, pioneered her approach to this idea nearly two decades ago. But it made a comeback with the Covid-19 pandemic, as makeup sales slumped with shutdowns and audiences turned to more natural and authentic products, ingredients and lifestyle practices. Gone are the days of contouring, layering and stacking cosmetics and makeup, replaced by a new approach to beauty based on body and mind care.
Today it is a question of approaching beauty in its entirety, under the spectrum of food, fitness, well-being, sleep and of course cosmetics. All this using natural ingredients, where possible, as well as science and new technologies. The objective is no longer to treat or cover, but to prevent, by strengthening the natural powers of the skin. LED light, prebiotics, facial gymnastics and other facial massages are all very popular techniques and ingredients today to reinvent our beauty routines.
Brands and celebrities join the bandwagon
Despite the rebound in makeup sales over the course of 2021, many celebrities – usually backed by beauty majors – intend to build on this concept with new launches in skincare categories. and body.
Millie Bobby Brown was among the first to have tried to undermine this niche with Florence by Mills, combining make-up and clean and vegan skincare, but without the well-being facet.
Since then, other celebrities have followed suit. Hailey Bieber with Rhode Skin, Kim Kardashian with SKKN By Kim, who is “at the intersection of elevated simplicity and innovative science” Going through “clean ingredients and technical formulas.“
Everything is based on ethics and sustainability, two key words found in most of these cosmetic lines. Other points in common: a limited choice – focused on the essentials – and a beauty routine that favors time with lasting results. Carefully elaborated and explained or not, the concept of holistic beauty is indeed at the center of the communication strategy of these new brands.
Creams, tea and CBD
It’s the same with JLo Beauty, the brand of Jennifer Lopez, and 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 including tea to rid the body of toxins, creams, a “sacred” mist and CBD oil. “Each product has been meticulously designed with well-being in mind; each ritual opens a door to balance, restoration and love,“, we read on the Instagram account of the brand.
The latest entrant in the race, Stella McCartney has teamed up with the beauty division of the LVMH group to develop the skincare line, STELLA by Stella McCartney, with the aim of combining nature, efficiency and responsibility. The short range consists of three essential products: Reset Cleanser, Alter-Care Serum and Restore Cream.
According Eric Brionesco-founder of the Ecole du Luxe de Paris, and author of the book author of Luxury and digitalwhich will be released in October by the French publishers Dunod, in Paris (untranslated), “beauty and well-being will be the new growth drivers for luxury.This would explain, according to him, the proliferation of beauty lines owned or endorsed by celebrities. Especially since “investing with a celebrity is much safer than with an unknown young brand, because you start with a fan base“which can reach millions of people.