Petra Collins Captures Kosas Through Her Signature Dreamy Lens
In celebration of the brand’s Impressionist Multistick.
Kosas tapped photographer Petra Collins to reimagine its Impressionist Multistick Blush through an intimate new campaign. As Collins’ first pursuit in the beauty world, she emerges as the star and visionary of the “Impressionist” campaign — which draws unmistakable cues from her signature visual language rooted in ritual and fleeting moments.
“Impressionism is all about capturing a feeling, and no one does that better than Petra,” founder of Kosas, Sheena Zadeh says. “The first thing that hits you is the feeling. She creates these intimate, dreamlike worlds you can fall into, and that emotional quality felt deeply aligned with what the Impressionist [campaign] is all about.”
Harping on the photographer’s distinct dreamy world of sunlit bedrooms and bathroom mirrors, the campaign treats the Impressionist Multistick like an artist’s tool rather than a makeup product. By empowering female artists like Collins, Kosas hopes the partnership further speaks to its skin-first approach to beauty and belief that makeup should enhance who you are.
In other news, Ariana Grande just unveiled a new matte lip balm with r.e.m. beauty.
