WELL, well, well, it seems everyone wants in on the wellness and fitness industry.
We told yesterday how Kate Moss, 48, is remodelling herself as a lifestyle guru with brand Cosmoss.
The reformed party is flogging herbal teas and cannabis-infused skin creams on her soon-to-launch website.
But she isn’t the first celeb to try to launch a zen-fuelled empire.
And we bet she won’t be the last.
From Gwynnie’s Goop to Halle Berry’s cream for, er, down below, popular culture and brand expert Nick Ede gives his verdict on the crop of celeb wellness brands.
THE oldest Kardashian sister’s risqué website includes guides such as, “Is revenge sex ever worth it?”.
Kourtney, 43, said: “Healthy living gets a bad rap; it’s as though if you care about what you put in, or on, your body, then you’re not cool.”
NICK’S VERDICT: “Kourtney and her sisters have made a fortune convincing the world they need to Keep Up with them, so a website telling you how to ‘live your best life’ was the obvious next step.
“But it’s the Kardashians, so it’s going to Kost you.”
WHAT YOU CAN BUY: Pearled thong, £125; Arc G Spot vibrator, £95.
NEWCOMER Kate is truly leaving her wild child persona behind with her pricey toxin-busting teas.
Her website reads: “Kate’s ideal rituals balance body and soul with the natural environment and the circadian cycles.”
NICK’S VERDICT: “She’s partied hard but still looks fantastic, so who wouldn’t want to know Kate Moss’s secret? If anyone can convince you that a £25 box of tea will get rid of your killer hangover, it’s Kate.”
WHAT YOU CAN BUY: 25 Dawn and Dusk tea bags, £21; Golden Nectar CBD face oil, £98.
THE actress turned lifestyle expert has caught the public’s eye with madcap trends, such as vagina steaming and 24-carat gold sex toys, since Goop started in 2008.
Gwyneth, 49, said: “One of the things we like to do is find what the alternative world says about feeling good in the modern-day world.”
NICK’S VERDICT: “Goop’s elitist feel and expensive products have always made it feel like a sales site.
“If you’re going to buy a $15,000 watch, is that helping your wellness – or draining your bank account?”
WHAT YOU CAN BUY: “Orgasm smell” candle, £77; gold wand vibrator, £1,283.
HOLLY had a spiritual awakening while filming I’m A Celeb in 2019 – and the result was lifestyle platform Wylde Moon, selling candles and jewellery as well as providing astrology info.
The 41-year-old said: “I’ve always been fascinated with the moon.”
NICK’S VERDICT: “Cynics will say this moon-themed brand is a bit head in the clouds, but I’m a big fan. The products are genuinely well designed and really well packaged too.”
WHAT YOU CAN BUY: Crescent Moon and Spinning Star necklace, £450; candle called “(borrowed from) The Wild”, £42.
ACTRESS Halle started her brand in 2020, saying she was inspired to “re-spin” her life 14 years ago when becoming a mum aged 41.
The eclectic website features diet, fitness and sex tips and sells everything from detergent to designer condoms.
The 56-year-old said: “It’s about rethinking the things we were taught and coming up with a different way.”
NICK’S VERDICT: “Halle is in fabulous shape and her re-spin plays on the Hollywood aesthetic of looking and feeling a million dollars – there is something on the site for everyone, including the dog.
“She’s created a really accessible site that hits the right spots and isn’t too preachy.”
WHAT YOU CAN BUY: (Y)oni balancing cream for intimate areas, £23.18; Memory foam dog bed, £123.
THE former Towie star has spun her toned bod into a fitness brand.
Lucy, 30, started online personal training in 2013 but has expanded her brand into a workout, wellness and healthy eating subscription model.
She said: “I vary the types of workouts I do and I find balance between exercise and all the other things that are important in my life.”
NICK’S VERDICT: “Lucy has done such a great job with her brand – she started it at the height of her fame but never sold out or made it tacky or exclusive.”
WHAT YOU CAN BUY: The subscription costs £19.99 a month or £44.49 quarterly.
MODELLING isn’t just about looking beautiful – if you’re Miranda, it involves a lot of biochemistry.
The 39-year-old Aussie said: “Along with a team of researchers and consultants in microbiology, aromatherapy and organic chemistry, I identified active ingredients based on their natural healing and protective powers.”
NICK’S VERDICT: “Those interested in really good skincare have said that the products work really well. But her mug for £58 looks like something you can get from a supermarket.”
WHAT YOU CAN BUY: Tuning fork and rose quartz crystal, £82; Friendship mug, £58.
SUPERMODEL Elle, 58, swears her youthful physique is down to supplement powders and tablets.
So much so she has been selling her own through WelleCo since 2014.
Elle, 58, said: “My body felt lighter, brighter and cleaner and I had an increase in vitality.”
NICK’S VERDICT: “Elle has always been known as The Body and she really still is looking sensational.
“Her products are not too expensive and they last for a long time.”
WHAT YOU CAN BUY: Super Elixir powder, £62.50 for 300g; The Goddess Elixir menopause supplement, £35 for 60 tablets.
SHE’S conquered the charts but Dua, 26, wants to become an arts and wellness authority too.
Described as “cultural concierge”, Service95 is a free weekly newsletter covering anything from house music to non-binary sexuality.
Dua said: “The more we share with each other, the closer we become, the wider our circles grow.”
NICK’S VERDICT: “I fear Dua’s trying to do a bit too much with her newsletter and the jury’s out on whether it’s a useful ‘service’.”
WHAT YOU CAN BUY: BDSM tool Pinwheel Transfix Dual 10 Reel, £17; Erotica book Acts Of Service, £11.95.
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