Kosas Founder Sheena Zadeh on Her Journey Creating One of the Fastest-Growing Cosmetic Brands

‍On the Start of Kosas

TQE: What is the story behind the name of the brand?

SZ: “Kosas is inspired by the Vedic philosophy of the 'koshas,' which is about the layers of the self. It's talking about the internal self and your actual essence being what radiates outward and creates your physical experience, which is an inside-out method of beauty versus the outside-in method of beauty that we'd been taught. When I feel the most embodied, I'm really able to express that. That's when I feel the most beautiful and then makeup becomes an expression of that.”

TQE: How did you decide on which products you wanted to launch first?

SZ: “I started with products I personally struggled to find, especially lipsticks that truly worked for olive skin tones and felt natural. We launched with four lip colors inspired by a neutral blend of earthy tones and pinks I made in a portrait painting class. At the same time, I was committed to using higher-quality ingredients like raspberry seed oil and green tea extracts instead of cheaper synthetic alternatives. Each launch is rooted in our brand philosophy that every product we formulate not only has to look amazing, but also needs to do great things for your skin. We’re always pushing the standards of makeup performance and effective ingredients with clinically proven skincare benefits.”

The Viral Hit

TQE: Tell us how the viral Revealer Concealer came to be.

SZ: “Revealer Concealer came from my own experience struggling with sensitive, acne-prone skin and feeling stuck in the cycle of makeup making my skin worse. I wanted to create something that didn’t just cover, but actually helped skin look and feel better over time. So I approached it like skincare first, packing it with ingredients like caffeine to brighten, arnica and panthenol to soothe, and hyaluronic acid and peptides to hydrate and plump. Even the name and the yellow packaging reflect that idea of revealing your best skin and feeling confident, rather than hiding behind makeup.”

TQE: You've had so many incredible celebrities become huge fans of the brand — is there someone on your wish list that you'd love to try Kosas?

SZ: “I’d love to see everyone wearing Kosas! To be honest, I still get so excited every time I spot someone using one of our products. As for wish list, maybe Zoe Kravitz.” 

TQE: What was the thought process behind choosing your core products?

SZ: “Every core product we’ve launched has come from either something missing in my own routine or something our community kept asking for. We approach formulation with a scientific lens. Every product has to be 100% makeup and 100% skincare. We also never chase trends just for the sake of it. Trends move fast, but we focus on innovation that feels necessary, timeless, and genuinely useful. Makeup sits on your face all day, making it a huge opportunity to continue your skincare routine.” 

TQE: If someone is new to the brand, what is the one product you would recommend they try first?

SZ: “Revealer Concealer is the gateway product. It’s the one people try and immediately get what Kosas is all about.” 

The Future of Kosas

TQE: Where do you source your inspiration for the brand?

SZ: “I source inspiration from a deeply personal place. Every product starts with something I’m feeling, missing, or wanting in my own life. It’s really important to me that we have a lot of fun while we’re creating Kosas. It’s makeup, which is inherently a fun thing. As we create, I want people to come from a place of storytelling and the deeper meanings and reasons we do things. I want to keep making amazing, innovative products that look beautiful and do really great things for your skin. And telling meaningful stories that tie your beauty routine to the deeper parts of yourself.”

TQE: What is your favorite makeup hack you've learned over the years?

SZ: “Learn your face. If you take the time to deeply understand the structure of your face, not only will you learn to appreciate all of your intricacies, but you will be able to go into autopilot each time you do your makeup, which can serve as a kind of self-loving meditation.”

TQE: What can we expect next from Kosas in 2026?

SZ: “We have something really exciting coming early next year that’s all about light, reflection, and that kind of almost magical glow-from-within energy. It feels very Kosas in that it’s science-driven and rooted in color and emotion. I can’t say too much yet, but it’s a very special product.”

You can shop Kosas products at Sephora.com and www.kosas.com