When Nothing Worked for Sheena Zadeh's Skin, She Built Kosas
“The beauty industry is fast-paced, but there’s always room for innovation and authenticity.”
Before clean beauty became a trend, Sheena Zadeh was already formulating it in her mind — and in her bathroom sink. “I’ve always had a very strong urge to create,” she tells Hypebae. “I’m a maker.” That instinct eventually led her to launch Kosas, the cult-favorite brand rooted in a mission to make makeup that works with the skin, not against it.
But, for Zadeh, the story started with more than just a love for beauty — it began with sensitive, acne-prone skin and the frustrating makeup cycle that only made it worse. “My struggle ignited my desire to create products that enhance beauty and support its health.” Built on the philosophy that what’s on the outside reflects inner well-being, Kosas merges skincare benefits with color payoff — a true reflection of Zadeh’s belief that cosmetics should be both functional and joyful. “The name Kosas refers to the layers of self. It’s not about covering up, but celebrating who you are — inside and out.”
To this day, every part of Zadeh’s process is hands-on — this approach keeps the brand grounded in authenticity. “Every step is about staying true to those values,” she says. “Clean, effective, easy to use — it’s always about feeling good in your skin. It’s makeup for skincare freaks.”
Below, we speak to Zadeh about the beginnings of Kosas, her biggest inspirations and what her idea of beauty looks like today.
On the brand’s beginnings
After college, I had a moment where it became clear to me that my truest desire was to have my beauty brand. I knew that I had a strong point of view on color, formula, makeup and the overall approach to beauty. I wanted to create makeup that worked with the skin, not against it.
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.
On the brand’s mission
Makeup is not about covering something up, but a way to celebrate and showcase your inward and outward beauty. The brand was born from a deep passion for clean beauty that’s effective, fun and makes people feel good in their skin. Our journey started with a desire to create makeup that doesn’t just sit on the skin but works with it.
On the inspiration for the brand
Starting Kosas was a deeply personal journey. 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.
I’ve been inspired by so many people along the way. My mother, my grandmother, my aunts, my cousins and my childhood friends. The people who consistently show up through all of life’s ups and downs and go on a journey with you. Whenever we laugh, even when things are hard — that’s when I’m especially inspired.
On her favorite products
My go-to is the “Revealer” Concealer. It’s one of those products that does it all — brightens, conceals and hydrates. 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.
On why she loves skincare
Kosas was inspired by my skincare journey. I struggled with sensitive, acne-prone skin growing up and the endless cycle of makeup making my skin worse. That’s why the brand’s tagline, “makeup for skincare freaks,” is at the heart of Kosas. It’s about creating products that don’t just sit on your skin — they actively work to improve it.
I’ve always believed makeup should be an extension of your skincare routine. That’s why every Kosas product is infused with ingredients that hydrate, brighten or soothe, so your skin feels better with every application. It’s makeup that you can feel good about wearing, knowing it’s doing something positive for your skin.
On how her career has prepared her for this moment
I was always in love with makeup and beauty. The way I’ve lived and everything I’ve done, such as studying biology and art, has been a pure expression of thoughts and feelings around beauty. I found a thread of curiosity and pulled at it.
On where she sees the brand in five years
I want to keep pushing boundaries in the beauty space – creating amazing, beautiful products that make people feel good while taking care of their skin. The beauty industry is fast-paced, but there’s always room for innovation and authenticity.
For more founder interviews, check out our conversation with Paris Hilton.
