Latest news with #SheenaZadeh
Elle
4 days ago
- Business
- Elle
Kosas Founder Sheena Zadeh Used to Be a Bug Taxonomist
Every item on this page was chosen by an ELLE editor. We may earn commission on some of the items you choose to buy. In ELLE's series Office Hours, we ask people in powerful positions to take us through their first jobs, worst jobs, and everything in between. This month, we're catching up with Sheena Zadeh, the founder of Kosas. Launched in 2015, Kosas has quickly become the quintessential It-girl beauty brand, with a no-makeup makeup aesthetic that's made it a staple in Hailey Bieber's routine and a favorite of celebrities like Kim Kardashian and Gwyneth Paltrow. You've probably seen the colorful, playful products on TikTok, where it seems that every new Kosas launch goes viral. Because of Kosas, and products like their Revealer Concealer, skin care-infused makeup has never been cooler, and Zadeh loves to see it: 'I wanted to start a movement,' she says. Before starting her beauty brand, Zadeh had a brief stint in the STEM world. She was a biology major in college, and spent time working in taxonomy, classifying different bugs. Though she never became a biologist, Zadeh's background comes in handy when she's working on Kosas's science-driven products. Below, Zadeh opens up about creating her own company, how social media plays into her brand strategy, and why she feels like Kosas was always her destiny. My first job I've had a million jobs in my life. The first thing I did when I got a car was drive to the car wash and be like, 'Can I have a job?' My first job was working there as the cashier. My worst job I had one job in the science universe, in a factory, [doing] bug taxonomy. [The factory set] all these bug traps and inside would be bags of dead bugs. For eight hours a day, I would look at the dead bugs under a microscope and identify them. It was weird, because I was just alone with bugs. My best job Kosas, by far. The whole brand is so representative of who I am and an honest expression of me. The privilege of being able to express myself every single day—that's what I ultimately always dreamed of. Why I started Kosas I saw very clearly that this brand would exist. I felt like it was driven by a destiny. It was blaring and loud. I could hear it in my head. I had a mastery in three areas that were going to come together—[science, psychology, and art]. I had a really specific philosophy around [combining] the scientific nature of makeup creation with the internal and external experience of what beauty means from a psychological perspective. I wanted to bring to life a new wave of ways to create makeup, [one that was] clean but also really good for your skin. I also had a deep love of art. Notice what you do when no one's looking. [Pay attention to] what you like and what you're driven towards in your free time. That's a big clue as to where your passions and talents lie. Anytime anyone ever says, 'That's just the way that it's done.' That, to me, is not advice. That's when you should actually run away screaming. [If someone says that to me,] I'm like, Gotta go, bye. It is not a reason. That's exactly why you shouldn't do it [that way] anymore. Social media has become an amazing tool, and made it possible for me to even have this brand. I love that anyone can go on [TikTok] and start talking. That's the beauty of it. There's no gatekeeping. There's nothing blocking you. [In the past,] you'd have to take out a massive ad campaign or have a counter in a department store. It's really created a level playing field in getting your message out there, and that's what I love it for. But we don't make any brand decisions through the lens of social media at all. The brand is the brand. It's extremely important that every decision we make goes through the brand lens. At first, you only need one thread [of an idea], because vision can sometimes be a circular, spiraling process. That one thread then creates the spiral, and more will be unfolded as you pull on that thread, and then the next one, the next one, and the one after that. There does not need to be pressure, from the first moment, to have a totally clear vision that goes infinitely into the future. What you do need is one thread to pull at, and the openness to allow that spiral to unfold. This interview has been edited and condensed for clarity.
Forbes
01-05-2025
- Entertainment
- Forbes
Kosas Launches Plump + Juicy Double Cleansing System
New Kosas cleansers - Plump + Juicy double cleansing system The 'double cleanse,' popularized on TikTok in 2023, isn't just a buzzy skincare term. There's a specific science to it, and Kosas is bringing its importance to the forefront with a cleansing system developed and launched synergistically (on May 1). The new Kosas cleansers include a Plump + Juicy Cushiony Calm Botanical Cleansing Oil ($48) and Plump + Juicy Comfy Clean Gel Cleanser ($38). If full sizes are purchased at once on a free Emi Jay Big Effing Clip in Baby Mauve is included in the bundle. A set of minis can be purchased (sans clip) for $35. 'If you're not double cleansing and you wear makeup, your skin's not clean,' brand founder Sheena Zadeh says about her decision to launch the first-ever Kosas cleansers just for the face. 'There's no way to cut through all the layers of makeup and sunscreen and everything that we wear without using an oil cleanser, because oil dissolves oil. After an oil cleanse, you need a gel cleanser to deeply clarify pores and wash it all away. Both cleansers work together to completely remove makeup and clarify your skin while leaving your face soft, supple and refreshed. Then your skin is really ready for the skincare and makeup that follows.' As a self-proclaimed 'full face of makeup'-lover with acne-prone skin, it was key for Zadeh to launch products that take those components into consideration. While Zadeh opted for oil, the first double cleansing step can also be done with a cleansing balm. 'I was able to clear my skin by cleansing with botanical oils,' she says. 'I'm a firm believer in the power of double cleansing because you're not really cleaning your face unless you double cleanse. I wear makeup just about every day, but even when I don't, I wear mineral sunscreen, so I do double cleanse at the end of every day.' While Zadeh can't take credit for the science behind the magic, she's using Kosas' platform to educate consumers on why this isn't an ordinary cleansing experience. 'A cleansing oil is based on the idea of 'like dissolves like,' ' she explains. 'So it's an essential step in truly breaking down makeup and SPF, while preventing buildup that clogs pores and causes breakouts. A gel cleanser is the step that clarifies pores, washing away residue without stripping the skin. You need both. Together, they give the most deeply cleansed, best-feeling skin that's ready to soak up skincare and stay primed for makeup.' Based on the aftermath of using the new Kosas cleansers, it was a no-brainer for Zadeh to include them in the Plump + Juicy collection. 'I want supple, protected, hydrated skin, which is how these cleansers leave it,' she says. 'It's about getting your face completely cleansed, primed, and ready, so that when you spray on your Plump + Juicy Serum Spray, your skin can really soak it up.' New Kosas cleansers - Plump + Juicy double cleansing system While oils can be risky business depending on your skin type, Zadeh encourages users to be generous with the application of Kosas' ceramide-packed cleansing oil. 'Make sure you saturate the skin,' she advises, adding that your hands and skin should be totally dry for this step . 'Also, use this as an opportunity to massage your face, which is so important as it relaxes tension, improves circulation, and gently sculpts the face, while giving the oil time to break through all layers of makeup and sunscreen.' And, once that step first step in the new Kosas cleansers routine is complete, Zadeh says to add warm water and watch the oil melt away makeup and impurities right before your very eyes. After rinsing, apply the accompanying gel cleanser onto damp skin and massage into a gentle lather. Rinse and pat dry, and 'this step finishes the job of clarifying the skin and pores.'
Web Release
03-03-2025
- Business
- Web Release
KOSAS BRINGS REVEALER EXTRA BRIGHT TO THE MIDDLE EAST
Viral beauty brand, Kosas is thrilled to launch the new Revealer Extra Bright Serum-Powered Color Corrector in the Middle East, exclusively at Sephora. The Revealer Extra Bright is a full coverage dark circle corrector, brightening, and depuffing serum in one. It is made to layer with the iconic Revealer Concealer to provide the ultimate skin-like finish. The Revealer Extra Bright is formulated with active ingredients that are actually doing things for your skin. The serum-strength formula targets the 3 main causes of dark circles with double the Caffeine, double the Hyaluronic Acid, and 10 times the Peptides as Revealer Concealer. Founder Sheena Zadeh wanted a product that provided more under eye coverage in the Tinted Skincare Lineup. Usually, more coverage means a heavier pigment load and a dryer formula—the opposite of the ethos behind Revealer Concealer. She loved that a color corrector offers more coverage and brightness with color play, rather than just upping the thickness and dryness. Since it shares a similar base to Revealer Concealer, you can layer them on top of each other easily and seamlessly, avoiding the texture issues that commonly occur when pairing a color corrector with a concealer. 100% agreed this 2-step system helped address discoloration + puffiness under eyes over time on bare skin.* From Illusion to Supernatural, the shade names speak to the transformative magic this formula works on the under eyes. Redefine what a concealer can be with Kosas' Revealer Extra Bright—not just for covering, but for embracing your skin with a radiant, next-level brightening effect. The Revealer Extra Bright Serum-Powered Color Corrector will be available exclusively at Sephora Middle East starting March 2025. *Based on a clinical study* and consumer perception study** of 35 subjects after 4 weeks of using Revealer Concealer with Revealer Extra Bright For more information, visit or follow us on Instagram The post KOSAS BRINGS REVEALER EXTRA BRIGHT TO THE MIDDLE EAST appeared first on Web Release.
