Kosas
Founder Snapshot
Sheena Yaitanes
Founder & Creative Director, Kosas, Kosas
Sheena Yaitanes studied biology and organic chemistry at UC Irvine, shifted to fine art, and went on to found a beauty company. These are the stories I love. It turns out that combination is exactly what Kosas needed. In 2015, working out of her Los Angeles home, Sheena launched the brand with four lipsticks and one principle: that clean beauty shouldn't be mediocre. Every product had to look right, apply effortlessly, and function as skincare. A decade later, Kosas generates over $150 million in annual sales and is one of the most trusted clean beauty brands at Sephora. Sheena is still the founder and creative force. What I love about her story is that she solved the problem by being the right, unique, combination of things: rigorous enough to understand the science, creative enough to make something people actually wanted to use, and stubborn enough to believe both could exist in the same product. The beauty industry didn't think that was possible. She proved it was.
Revealer Skin-Improving Foundation SPF 25
$$45
A foundation built like skincare — SPF 25, hyaluronic acid, and niacinamide in a medium-coverage formula with 36 shades. Non-comedogenic, clinically tested for sensitive skin, and engineered to actually improve your skin with every wear. The kind of thing you reach for when you've started reading labels and can't stop.
Shop NowMy Take / Katie Galano, Female Founded
“As someone who wants to look myself, just more pulled together, when I wear makeup, a duel makeup-skincare brand is my gold standard"”
Tinted SPF is the base of everything I do. I love the Kosas Skin Improving Foundation because it's just the right coverage to put on in the morning and not feel like I have a face full of makeup. I'm the mom at daycare drop-off in my leggings and tee-shirt. I never know if it feels like I'm the only one who works full time from home because of how casual I am everyday, or because everyone else is done up so much, but this foundation makes me feel 20% more put together.
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