Rihanna, Kylie Jenner, Selena Gomez, Lady Gaga, Scarlett Johansson and Millie Bobby Brown are among the many celebrities who have launched their own makeup lines in recent years. A lucrative market, but one that could be overshadowed by a more authentic concept – holistic beauty between skincare and well-being.
British model Kate Moss recently made a critically acclaimed entry into the world of skincare with her brand “Cosmoss by Kate Moss” and a short video that shows her without any artifice, actually without clothes, in a lake or pond. While that was enough to get people talking, what’s particularly interesting about the launch isn’t the sensual shots seen on the new cosmetics line’s own Instagram account, but rather its concept: a brand that embraces “Beauty & Wellness” connects.
No mascara, no foundation, no lipstick, but skin care products, oils and even drinks like special tea blends, all designed as part of rituals to uplift body and mind. The concept of holistic beauty in all its glory.
A new approach to beauty
Holistic beauty in and of itself is not a new concept; Susanne Kaufmann, founder of the cosmetics brand of the same name, launched her approach to this idea almost two decades ago. But it has made a comeback with the Covid-19 pandemic, as makeup sales plummeted with lockdowns and the public turned to more natural and authentic products, ingredients and lifestyle practices.
Gone are the days of contouring, layering and applying cosmetics and makeup, replaced by a new approach to beauty based on caring for the body and mind. Nowadays it’s all about looking at beauty in its entirety, under the spectrum of nutrition, fitness, well-being, sleep and of course cosmetics. All this with the help of natural ingredients as far as possible, as well as science and new technologies.
The aim is no longer to treat or cover up, but to prevent it by strengthening the skin’s natural powers. LED light, percussion therapy, prebiotics, facial gymnastics and other types of facial massage are techniques and ingredients that are very popular today to reinvent our beauty routines.
A new gold mine for celebrities
Although makeup sales rebounded throughout 2021, celebrities seem to have noticed the tide is turning. Some have enriched their beauty brands with skincare products based on the holistic approach, while others have launched entirely new projects.
Millie Bobby Brown was among the first to attempt to carve out this niche with Florence by Mills, combining clean, vegan and cruelty-free makeup and skincare with the aim of “Defining beauty on our own terms. no rules. no striving for perfection. no boring ideals of beauty. Just us, we play with how we want to look, feel and live.”
A first step towards an aspect of holistic beauty, but without a primal aspect: well-being. Since then, other celebrities have followed suit and taken the concept further: Hailey Bieber with Rhode Skin, which is “dedicated to making products backed by science and great formulations”; Kim Kardashian with SKKN By Kim, which stands “at the intersection of sublime simplicity and innovative science” through “clean ingredients and technical formulas”.
The whole thing is based on ethics and sustainability, two buzzwords that can be found here and there in most of these cosmetic lines. Other common points: a limited choice — with a focus on essentials — and a beauty routine that emphasizes time with long-lasting results. Meticulously elaborated and explained or not, the concept of holistic beauty is indeed at the heart of the communication strategy of these new brands.
Holistic beauty through creams and tea
It’s the same with JLo Beauty, Jennifer Lopez’s brand, and even more so with The Outset, the label created by Scarlett Johansson. But with Cosmoss, Kate Moss seems to want to go even further.
According to the Daily Mail, it is her own beauty routine, based on health and well-being, that the iconic model wants to offer with this brand launched on September 1st. The British newspaper states that there will be tea to rid the body of its toxins, creams, a ‘sacred’ mist and oil with CBD.”
Each product has been carefully crafted with well-being in mind; Each ritual opens a door to balance, restoration and love,” the brand’s Instagram account reads. Popular with the public, this holistic approach seems to have won the hearts of celebrities who have understood the value of investing in this new kind of beauty routine. It is now up to us consumers to distinguish what is real and what is not, and find the products that are truly designed around this global concept of beauty.
Hero and Featured Image Credit: Florence by mills/Instagram
This article was published via AFP Relaxnews
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