Makeup-meets-skincare may be all over these days, but California-based brand Kosas has stayed far ahead of the curve in terms of reinventing your makeup regime and staying relevant.
Loved by Hollywood celebrities and makeup artists the likes of Hailey Bieber, Kim Kardashian, and Kylie Jenner, the clean beauty brand infuses its hero beauty buys, available exclusively at Sephora, with safe formulations enhanced with active levels of skincare ingredients that are effective and have exceptional payoff.
Here, Emirates Woman talks to its visionary founder, Sheena Zadeh, on the genesis of Kosas and what it takes to be a TikTok-viral sensation in the beauty space.
What inspired you to enter the beauty space and did you always know you wanted to have your own label?
My passion for beauty has always been about self-expression, artistry, and empowerment. From an early age, I was fascinated by how makeup could transform not only someone’s appearance but how they feel about themselves. I knew I wanted to create something that felt authentic and made people feel confident in their skin. That desire, combined with the need for clean, high-performing products, led to the creation of Kosas.
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What was the process of starting your own brand like, and what was the inspiration behind it?
Starting Kosas was a deeply personal journey. I wanted to create makeup that worked with the skin, not against it—products that were clean, effective, and easy to use. The process was challenging, but it was fueled by a desire to offer something that was missing from the market: makeup that had skincare benefits and felt effortless to wear. Every step along the way, from formulating to launching, has been about staying true to those values.
Clean beauty has been a pillar of your brand since its inception, how important is this in the success of your brand as a whole?
Clean beauty is at the core of everything we do. It’s not just a trend but a commitment to creating products that are safe, effective, and nourishing. I think it’s been crucial to our success because people are looking for products that simplify their routines without compromising their health or the planet. Clean beauty, paired with high-performance, is what has resonated with our community.
Kosas is a huge social success and has become a staple in many makeup routines globally. Why do you think this is and how did you cultivate this?
I think the success stems from our authenticity and the real connection we’ve built with our community. We focus on creating products that people genuinely love, and that perform. Our social success has come from organic enthusiasm—people share because they’re excited about the results they get from Kosas. Word-of-mouth and the trust we’ve cultivated have been key drivers of that global reach.
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Does the brand mean something different to you now than it did when it launched in 2015?
The heart of the brand hasn’t changed, but it has grown in significance. In 2015, Kosas was a way for me to create products that aligned with my personal values. Now, it’s become a platform for connecting with people all over the world, helping them feel comfortable and confident in their skin. It means more to me now because of the community we’ve built around it.
You exploded onto the beauty scene with Kosas Revealer Concealer. How do you see the brand developing over time?
Revealer Concealer was such a pivotal moment for us, and it showed the world what Kosas is about: makeup that’s also skincare. Moving forward, we’ll continue to push those boundaries—developing more products that make people feel good while taking care of their skin. Innovation is key, but we’ll always stay true to our clean beauty roots and the needs of our community.
What’s your number one pick for those who are new to the brand, and what’s your all-time favourite Kosas product?
For anyone new to Kosas, I’d recommend starting with our Revealer Concealer. It’s makeup and skincare in one, offering creamy coverage with real brightening benefits. As for my all-time favorite, it’s tough to choose, but I’d have to say the Wet Lip Oil. It’s hydrating, juicy, and gives the perfect glossy finish.
What advice would you give to those wanting to carve out their own pioneering career path?
Trust your instincts and stay true to your vision. The beauty industry is fast-paced, but there’s always room for innovation and authenticity. Surround yourself with people who believe in your mission and never compromise on your values.
Perfect skin is the starting point for all of your runway looks. What’s your secret?
My secret is in multi-functional products. I believe in makeup that works double duty. Start with a good skincare foundation, and use makeup that enhances that care—like our BB Burst, which nourishes the skin while giving it a beautiful glow.
Other handy make-up advice?
Keep it simple. Find products that work with your skin, not against it. And don’t be afraid to experiment—makeup is about having fun and expressing yourself.
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