Clean Beauty brand Kosas has captured the attention of millions around the world thanks to its skincare-first approach to makeup.
Its founder Sheena Zadeh prides herself on creating products that not only allow every woman to look and feel great but also have real skincare benefits. Since Los Angeles-based Kosas launched in 2015, it has become somewhat of a cult brand with beauty insiders, social media users and even celebrities (Hailey Bieber and Kylie Jenner have been spotted flashing her Kosas makeup), and now it’s launching in the Middle East. Its Instagrammable products have launched exclusively in Sephora in the region and are set to be flying off the shelves. We talked to founder Sheena Zadeh. To find out more about why she believes her brand has become so popular across the world.
Tell us about the universe of Kosas.
Kosas exists to make beauty feel effortless, intuitive, and true to you. We believe makeup should work with your skin, not against it. That’s why we’ve created products that enhance your natural beauty while providing real skincare benefits. Our universe is a place where everyone feels comfy in their skin — free to experiment, have fun, and embrace their true selves. It’s about clean beauty that’s easy, inclusive, and rooted in self-expression.
How is your approach different from other beauty brands?
Our approach is 100% makeup, 100% skincare, blending both worlds in a way that feels seamless. Since makeup sits on our skin all day, it’s such a huge opportunity to continue your skincare routine. Every product is formulated to deliver both dimensional colour and super nourishing care, so it not only enhances your look but also improves your skin over time.
We are excited to have the brand launch in the Middle East. What does it mean to you to be here?
Launching in the Middle East is incredibly exciting for us. It’s home to such a diverse and dynamic beauty culture, and we’ve seen so much enthusiasm for innovative, high-performance products that are also clean. It means a lot to be able to connect with a new audience and share the world of Kosas with you.
How would you assess the beauty market in this region and the customers here?
The Middle Eastern beauty market is both sophisticated and evolving. Customers here are very knowledgeable and passionate about beauty, and they’re looking for products that deliver real results. There’s also a growing demand for clean beauty solutions that don’t compromise on performance, which aligns perfectly with Kosas.
Your brand has garnered many celebrity and influential followers – how do you feel this has helped the success of the brand?
Having support has definitely helped elevate the visibility of Kosas, but it’s really the authenticity behind those connections that’s made a difference. We connect with people who genuinely love the products, and their enthusiasm resonates with their audiences. At the end of the day, it’s about building trust—whether it’s with a creator or a customer trying our products for the first time. That organic excitement and word-of-mouth have been key drivers of our growth.
What do you believe is the secret to sustaining a beauty brand today?
Authenticity and innovation. People are incredibly savvy and can spot when a brand isn’t genuine. For us, staying true to our values—like creating clean products that perform and listening to our community—has been crucial. You also need to keep evolving. Beauty is constantly changing, and it’s important to stay ahead by innovating and offering products that meet the needs of your customers without compromising who you are at your core.
Can you tell us a little about some of your hero products to look out for?
Some of our most loved products are Revealer Concealer, which is both a concealer and an eye cream, it gives you this brightening creamy coverage and skincare benefits in one. Wet Lip Oil is also a favourite—it’s super juicy, hydrating, and gives a beautiful shine. Then there’s Cloud Set, which is a game-changer for people looking for a soft, natural finish without that heavy, cakey feel. It sweeps away shine (not glow). Each product is designed to enhance your natural beauty while taking care of your skin.
What about your choices of ingredients and formulas – can you tell us about that?
Clean beauty is at the core of everything we do — we only formulate with super nourishing ingredients at active levels that bring real skincare benefits. We carefully select ingredients that not only meet our high-performance standards but are also safe and effective, focusing on botanicals and natural ingredients that nurture the skin, like hyaluronic acid, peptides, and plant-based oils. Our formulas are designed to be as gentle as they are powerful, ensuring that every product feels good on the skin while delivering long-term benefits.
Why do you think having a skincare element in makeup products is important today?
People are increasingly looking for multi-functional products that simplify their beauty routines and still bring real skincare results. Incorporating skincare into makeup means that you’re not covering up imperfections but actively working to improve your skin’s health and glow — revealing your best skin over time.
What’s the biggest challenge you face?
One of the biggest challenges is balancing growth with staying true to our brand values. As we expand, it’s important to maintain the same level of integrity, quality, and connection with our community that we’ve always had. There’s also the challenge of constantly innovating in an industry that’s fast-paced and ever-evolving. We always want to push beauty forward but in a way that feels real to us and we are as a brand.
Where did your passion for beauty come from?
My passion for beauty has always been rooted in the idea of self-expression, artistry, and empowerment. From a young age, I saw how makeup could be transformative, not just in how someone looks but in how they feel about themselves. I wanted to create products that make people feel confident in their own skin, while also simplifying their routines. It’s that blend of creativity and care that has always fueled my love for beauty.
Who is your makeup muse?
There isn’t one person in particular, but I love seeing how people use makeup to tell their stories. It’s that personal connection to beauty that inspires me the most.
Looking ahead, what is the vision and direction of the brand moving forward?
Our vision is to continue pushing the boundaries of clean beauty while staying true to our core values. We want to keep innovating, creating products that are multi-functional and that meet the evolving needs of our community. Expansion is also a big focus, both in terms of product offerings and geography, as we continue to bring Kosas to new markets. Ultimately, we want to make clean, high-performance beauty accessible to everyone, everywhere.
What else is in the pipeline for you this year?
We have some exciting new product launches coming up that build on our mission of merging skincare and makeup. I can’t share too many details just yet, but we’re continuing to innovate with clean ingredients and some really incredible new formulas! We’re also expanding our presence in new regions, which is an exciting chapter for Kosas.
What is a final message you would send to our readers?
At Kosas, we always say beauty is a feeling. It’s about finding what makes you feel good and celebrating yourself through makeup.
