A Conversation with Sheena Zadeh-Daly, Founder of Kosas

Today, we’re chatting with Sheena Zadeh-Daly, founder of Kosas, a beauty brand known for its innovative makeup-meets-skincare approach. Sheena, thank you for joining us! Let's start at the beginning—What inspired you to create Kosas?

Sheena Zadeh-Daly: Thank you so much for having me! Kosas really came from my personal experiences. I’ve always loved makeup, but growing up with sensitive, acne-prone skin made it hard to find products that didn’t irritate my skin. Back then, heavy foundations and bold makeup trends were the norm, and it felt like there were no options that truly helped my skin while still looking good.

That’s when I thought: Why not create makeup that doubles as skincare? We wear makeup all day long—it should be something that makes our skin better. So, with that idea in mind, I launched Kosas in 2015, starting with just four lipsticks that not only gave great color but also nourished the lips. That was the beginning of what has become a full line of clean beauty products that work for all skin types, especially sensitive skin.

Kosas has become known for its hybrid makeup-skincare products. How did you approach developing products that deliver on both fronts?

Sheena: From the start, my goal was always to create makeup that looks alive on your skin while being packed with skincare ingredients that are backed by science. I have a background in biology, so that helped a lot when it came to understanding ingredients on a deeper level. Every product we make goes through rigorous testing in third-party labs to ensure they’re non-comedogenic, hypoallergenic, and safe for sensitive skin.

We’re really committed to using skincare actives that have proven benefits. For example, our Revealer Concealer has brightening ingredients and is formulated in an eye cream base, so while you’re using it to cover imperfections, it’s also treating your skin. It’s this idea that your makeup should do more than just sit on your skin—it should help improve it over time.

It sounds like you’ve always prioritized the science behind the products. Did your studies in biology help shape Kosas’ approach?

Sheena: Absolutely! My background in biology opened up a whole new world for me in terms of understanding the ingredients we use. I learned to "speak the language of science," which allowed me to create formulas that are not only effective but also safe for the skin. I can read ingredient lists and understand exactly what each compound does. That’s been a huge part of Kosas’ DNA—formulating products that are both beautiful and functional.

Kosas really exploded in popularity when your Revealer Concealer and Cloud Set Setting Powder went viral. How did it feel when your brand reached that level of success?

Sheena: Honestly, I didn’t even realize it was happening at first! When Hailey Bieber mentioned that she uses our Revealer Concealer and Cloud Set Setting Powder, things took off. Suddenly, the products were all over TikTok and Instagram, and people were talking about them everywhere. It was an incredible feeling to know that something we worked so hard on was resonating with so many people.

The cool thing is that even though the products went viral, they were already performing well on their own. People love them because they work—they’re creamy, brightening, and blend like a dream. We’ve always focused on creating high-quality products, so seeing them take off in this way was just the icing on the cake.

What has been the most memorable moment in your journey with Kosas so far?

Sheena: I’d say the early days stand out the most. I used to take the lipsticks to events and personally help people find their perfect shade. I’d give them tips on how to apply it to complement their lip shape, and I loved seeing their reactions when they looked in the mirror and felt amazing. That connection with customers, helping them feel good in their own skin, is something I’ll never forget.

You’ve built such a strong community around Kosas. How do you stay connected with your customers and keep up with trends?

Sheena: Listening to our community is a huge part of what we do. A lot of our product ideas actually come from feedback we get from customers, whether it’s through social media or in-person events. We also stay in tune with what’s happening in the beauty world and with what our customers are looking for. It’s important for us to innovate while staying true to our mission of creating clean, skin-loving products.

Looking ahead, what’s next for Kosas?

Sheena: We’re excited to keep pushing boundaries in the clean beauty space. There’s so much room for innovation, especially when it comes to combining makeup and skincare. We also want to continue expanding our shade ranges and making products that cater to all skin tones and types. Ultimately, it’s about creating beauty products that make people feel good inside and out. That’s what we’ll always strive for.

What advice would you give to women looking to enhance their beauty routines?

Sheena: I’d say take the time to really understand what works for your skin and what makes you feel good. Your beauty routine should be a moment of self-care, not just a quick task. Find products that you love and that work for your skin, and don’t be afraid to experiment until you discover what makes you feel your best.

Thank you, Sheena, for sharing your journey with us! We can’t wait to see what’s next for Kosas.

Sheena: Thank you so much! It’s been a pleasure chatting with you!

You can find out more about Kosas and explore their new collections at kosas.com.