Sheena YaitanesKosas

Sheena Yaitanes launched Kosas in 2015 with a mini-collection of clean, comfortable, “weightless” lipsticks in just four universally flattering shades. She has since scaled up, but still remains laser-focused on creating only easy-to-wear cosmetics that can double as skincare.

What drove you to start your own brand? I’ve always been a makeup lover, but I felt alienated by the beauty industry, in general. The brands I was seeing offered an overwhelming number of options and weren’t doing good things for my skin. I had a vision of creating a brand that was easy to navigate, with unfussy products that actually worked.
“I had a vision of creating a brand that was easy to navigate, with unfussy products that actually worked.”

What’s your favorite product in the line? I’d have to say Revealer Concealer is one of my favorites. It contains ingredients like caffeine and hyaluronic acid that help improve the quality of your skin. I’ve never liked the word concealer—I don’t want to hide my face. The goal with Revealer Concealer—and every other product at Kosas—is to help you achieve your best skin, through deep science and unique formulations.

What are your morning and evening routines? I wake up between 6 and 7 AM, open all of the curtains in the house and head to the kitchen to make lemon water and coffee. My morning shower is the highlight of my day—it’s where I do my best thinking. After my shower, I do my makeup routine, which is pretty minimal day-to-day: Revealer Concealer, Cloud Set Setting Powder, Brow Team (which consists of our Brow Pop and Air Brow Tinted) and our Wet Lip Oil Gloss in Jellyfish.

After a long day, I finally get in bed and turn on the TV. I don't even bother looking for something to watch, I just go straight to Friends. I also love doing my nightly skincare routine while watching TV in bed. It’s my happy place.
What would people be surprised to learn about you? I’m a major homebody! What advice would you give to someone thinking about starting their own business? Empower yourself to pursue your passion and not one minute of it will feel like work. Keep focused on what you want. You’ll have many people advise you on your brand, but at the end of the day, remember your purpose!
Sheena Yaitanes of Kosas
The Founders Series
Learn how some of the beauty industry’s most dynamic entrepreneurs find inspiration and develop must-have products as they share their advice for aspiring business moguls and much more