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.
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!