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Why Kate Moss Can Sell Diet Coke and Wellness

The model is better known for her hard living past than her taste in beauty products. But Moss’s past aversion to self-promotion is potentially setting her new brand Cosmoss up for success, argues BoF beauty editor-at-large Rachel Strugatz.
Kate Moss standing in front of her products from new brand Cosmoss. She is wearing a pink long sleeved maxi dress holding a bottle from Cosmoss.
Kate Moss attends the debut event of her new brand, Cosmoss, at Harrods. (Getty Images)
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BoF PROFESSIONAL

Kate Moss has had a busy summer: She was named creative director of Diet Coke, the calorie-free Coca-Cola alternative that reigned for decades before the wellness boom — and its obsession with all-natural ingredients — took a bite out of sales. Then last week, she debuted Cosmoss, a beauty brand steeped in wellness principles.

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