What is Cosmoss, and is its main ingredient really going to turn the supplements world upside down?
Model superstar Kate Moss made headlines once again, but this time it had nothing to do with her personal habits. A cleaned-up version of her former self has emerged, and now she’s selling wellness.
Let’s take a look at the collaborations behind the new health and wellness brand on the supplements market, Cosmoss by Kate Moss. What does moss as an ingredient mean for other supplement brands wanting to break into a market as yet unknown, and where are the opportunities?
Table of Contents
- Cosmoss by Kate Moss
- Current Trends in the Wellness and Supplements Industry
- The COSMOS Certification That Cosmoss Should Comply With
- Is Moss the Key to Good Health?
- Top 5 Health Benefits of Moss
- Marketable Opportunities For Moss as an Ingredient in Supplements
- 10 Collaborative Partners to Build Your Own Moss Brand With
Watch my TikTok short on Cosmoss below, or scroll to keep reading the expanded version now.
Cosmoss by Kate Moss
I recently read an article about Cosmoss by Kate Moss, a new health and wellness brand that contains actual moss. Kudos on the pun, but it makes me wonder… Is moss the next big trend in the supplements and extracts industry?
Kate (of course) follows in the steps of other influencers and celebrities who have switched their big shot careers to focus on selling bespoke health and wellness products, obviously a lucrative market. And just like Kim Kardashian, Hailey Bieber, and Gwyneth Paltrow (now rumored to be closing down Goop stores), Kate had some help in creating her signature brand.
How did she do it? Keep reading to discover how celebrities like Kate Moss – and you – can build a health and wellness brand by collaborating with the right creative partners.
Learn how to start a supplements brand, including pros and cons… PLUS tips on where to find the best manufacturers to fulfill your orders today.
Current Trends in the Wellness and Supplements Industry
Over the past few months, it’s been hard to get away from mushrooms in any way, shape, or form. This includes very-Millennial DTC capsule products, ingredients in cold brew brands, and main attractions in products like the Laird Superfood adaptogen-rich Superfood Creamer.
Every kind of supplement you could think of has some kind of ‘shroom in it. It’s been almost impossible to forget that mushrooms are the new in-vogue supplement.
CBD is definitely enjoying its own run in trending health and wellness niches, seemingly an ingredient of some sort in most products these days. And if its not CBD, its hemp oil.
Moringa, turmeric, cinnamon, and garlic. Charcoal, mushrooms, and collagen. Vitamins and minerals. Amino acids, enzymes, peptides. The list of ingredients to add to supplements goes on endlessly, seemingly “new and improved” in every product.
And then came moss… The “next big trend” in supplements has its work cut out for itself if it’s going to compete with what’s already out there.
You’ll find just about any ingredient has a health benefit these days, and you’ll find it ready to take in any form you want to, including tablets, capsules, soft gels, gel caps, powders, and liquids.
The COSMOS Certification That Cosmoss Should Comply With
Let’s not for a moment overlook the fact that Cosmoss is a definite play on words for COSMOS, the European industry standard that defines a unified worldwide criteria supplement brands should meet to assure consumers that:
- products are genuinely organic or natural
- cosmetics are produced using the highest possible sustainability practices
- the use of organically-produced products respects biodiversity
- natural resources are used responsibly and respect the environment
- manufacturing processes are clean and respect human health
- “Green Chemistry” concepts are integrated and developed without using petrochemicals
- brands are open and transparent about their labeling, sourcing, manufacturing processes, employee policies, environmental policies, and more.
Compliance in accordance with COSMOS standards allows an organic or natural cosmetics product to be sold worldwide, based on strict qualifying criteria.
So, does Cosmoss by Kate Moss comply? It’s a good question.
Is Moss the Key to Good Health?
Moss has been scientifically verified to be a viable option as an ingredient for wellness products. According to the ingredients list on some of the facecare products in the Cosmoss range, moss extract complex is a combination of wild Icelandic moss (which is actually a lichen) and fern, and also contains extracts of peat moss.
Used in European Icelandic folk medicines for centuries, the main chemical compounds in Icelandic moss are large amounts of lichenin (a type of starch), complex polysaccharides, usnic acid, and other lichen acids. An extremely nutritious food, Icelandic moss can also be used as a bitter herb in foods.
Top 5 Health Benefits of Moss
No matter what Cosmoss by Kate Moss products list as health benefits on their products, Icelandic moss actually has real health benefits that are not reflected on the Cosmoss website or on the product labels themselves. Amongst these benefits, the top 5 are:
- It soothes irritated mucous membranes in nasal passages and respiratory tracts, treating dry coughs, throat irritations, inflammation of the mouth, and bronchitis.
- It is an immunostimulant, increasing the immune system’s ability to fight infection and disease.
- It is a powerful antibiotic, capable of combating both bacterial and viral infections.
- It stimulates digestive enzymes, enhancing the body’s ability to absorb vital nutrients.
- It helps alleviate symptoms of chronic digestive disturbances such as gastritis, gastric ulcers, and digestive disorders caused by intestinal worms and parasites.
Marketable Opportunities For Moss as an Ingredient in Supplements
Given a choice, my go-to product to get some greens into my body wouldn’t be moss… but that has nothing to do with the ingredient and everything to do with the format it’s mostly available in or the products it forms part of. It just doesn’t suit my lifestyle as it’s now packaged and marketed.
There is obviously a MASSIVE market opportunity for a brand like yours to impress and win over a consumer like me. To do this, you’re going to need to think like Kate Moss, and find partners to collaborate with.
10 Collaborative Partners to Build Your Own Moss Brand With
Moss grows slowly, but the good news is that it can be cultivated in a lab environment. Another great benefit to using moss as an ingredient in your supplement or wellness brand is that you need very little of the stuff to make a really big impact – on the bottom line, on your customers’ health, and on your brand’s market share.
Build a wellness brand like Cosmoss by Kate Moss when you collaborate with key partners. Here are the top 10 you’re going to need to work with on some level when you start your brand:
- You’re going to need a lab partner. This isn’t one lone person standing there in a white coat waiting to deliver you a Petrie dish of moss; It’s a dedicated team with a fully equipped lab environment who can produce your product ethically, cleanly, and in large quantities. They’ll also be the ones doing the research you need to back up your marketing claims.
- You’re going to need a marketing partner. Hiring a freelancer off platforms like Upwork isn’t going to cut it here. You need a team of marketing experts, people dedicated to researching and developing your ad copy, marketing strategy, brand messages, and public persona so your customers can identify and engage with you.
- You’re going to need a design partner. I’m talking labels, logos, fonts, colors, and product packaging here. Your design partner will research similar products and branding already on the market, and deliver a set of graphical assets you can be proud of.
- You’re going to need a shop. Etsy and Shopify may be a great starting point, but don’t forget the design elements of this process, too.
- You’re going to need a website developer. This team will help you set up your shop, create your website, and integrate payment options, local listings, hosting and domain options, and various other online requirements you’ll need to have a searchable online location. If your developer has shop experience, use it.
- You’re going to need a content creator. Depending on how niched down your health and wellness product is, this could be an AI assistant (think articly.ai), a curation tool (think Frase), or a live human being with market-related experience or a willingness to learn and grow with you.
- You’re going to need an SEO expert. Speaking from experience here, finding a freelancer that does it all is rare. SEO is just too broad a field – and your site is going to need a lot of effort in its startup phase. Your SEO needs will include keywords, Adwords, title research, anchor text source links, and more. If your content creator is an SEO writer, half your SEO problems will already be solved.
- You’re going to need a VA, an assistant. This person will co-ordinate all of the above, keeping their finger on the pulse and tracking progress of your creation process. Demand regular feedback, active communication about progress and issues, and a digital database that tracks it all. Be hands off so they can get the job done.
- You’re going to need a factory and warehouse. This real estate will set you back a pretty penny, but it’s a necessary spend when you’re building a brand with a physical product.
- You’re going to need a distribution center. In your startup stages, it’s normal to drop off a couple of bottles (or whatever) of your product at local stores, friends, or neighborhood customers, but this can’t be done without some form of delivery service when you expand your brand or start shipping beyond your close circle.
You can see why Kate chose to outsource her brand. Given the huge amounts of money to set this all up, the fees you would pay a fulfilment center or overseas manufacturing vendor, for example, become nominal.
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