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Kosas Cosmetics was founded in 2015 by chemist and biologist Sheena Yaitanes to reinvent the formula for beauty. Her line features barrier-breaking, clean-ingredient color cosmetic formulations that feel as good as they look and appeal to every skin tone. Kosas was recently named the 2019 WWD Beauty ‘Independent Brand of the Year’ and its Tinted Face Oil won a 2019 Allure ‘Best of Beauty’ award. Products can be found through http://www.kosas.com and in leading retailers such as Sephora, Neiman Marcus, Credo, MECCA, Nordstrom and more.

Company News
  • Allure - February 4, 2022
    There Isn't a Single Allure Editor Who Isn't Obsessed With Kosas's Revealer Foundation

    We tried the brand's first full-blown foundation before anyone else, and the results were nothing short of stellar.

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  • Women's Health - September 16, 2021
    Kosas' The Big Clean Mascara wins best clean mascara of 2021 by Women's Health

    Kosas' The Big Clean Volumizing + Lash Care Mascara wins best clean mascara of 2021 by Women's Health Magazine

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  • Allure - September 15, 2021
    Kosas Air Brow Tinted Volumizing Treatment Gel wins 2021 best of beauty award from Allure

    Kosas Air Brow Tinted Volumizing Treatment Gel wins 2021 best of beauty award from Allure

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  • Shape - September 9, 2021
    The 2021 Shape Beauty Awards: Makeup

    Kosas won another industry award, this time from Shape for Kosas' Brow Gel: Kosas Air Brow Tinted Volumizing Treatment Gel.

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  • CNBC - August 6, 2021
    Kosas was selected for Sephora’s store-in-store partnership with Kohl’s

    Sephora is debuting its partnership with Kohl's that will feature a ~2,500 square foot Sephora shop within select Kohl's stores. The new Sephora locations will replace Kohl’s previous beauty selection, and are located just inside the front center of the store. There will be approximately 8,500 products from 125 prestige beauty brands including skincare, haircare and fragrance. Kosas was selected as one of the first 125 brands and can be found on the shared clean color cosmetics endcap.

    The goal of the partnership is to have 400 locations open this year, and at least 850 up-and-running by 2023.

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  • Glossy - May 11, 2021
    Kosas takes beauty e-commerce sampling to the next level

    As the beauty industry rethinks product testers, Kosas is rolling out a new e-commerce approach to sampling.

    On May 21, the cosmetics brand will officially announce its new Kosas Try Outs, which soft-launched on April 22. Exclusively on the Kosas DTC site, the new sampling system lets customers buy samples and apply their cost as a credit for a full-size item.

    The Kosas Try Outs program “mimics the in-store experience, in that you can touch and feel every single shade, so that you can precisely find your exact match,” said Sheena Yaitanes, founder of Kosas.

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  • Allure - January 18, 2021
    Kosas Expands Its Revealer Concealer Shade Range, and Here's My Honest Review

    If you had asked me for my top five favorite makeup products prior to last week, concealer wouldn't have even made the list. But I wouldn't be writing this review if that was still the case. To my surprise, the Kosas Revealer Concealer has convinced me it deserves a permanent spot in my routine. Unlike the cakey and unnatural concealers of Sarah's past, this creamy, medium-coverage formula is like a buttery treat for my skin. It melts down to a seamless finish that looks incredibly natural and glowy while hiding dark spots and uneven texture. With the brand's recent 12-shade expansion bringing the total to 28 total shades, I've finally found my perfect match in Tone 3.2 (light with neutral olive undertones). In my humble opinion, there's not much this concealer-eye-treatment hybrid can't do.

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  • Forbes - January 4, 2021
    Seven Industry Experts Predict The Biggest Beauty Trends Of 2021

    Last year’s biggest accessory, the face mask, brought a newfound focus to the top half of the face, and Kosas founder Sheena Yaitanes thinks this will only continue. “I see 2021 bringing an even bigger emphasis on the whole upper part of the face—eyes, eyebrows and under eyes,” says Yaitanes. “Fluffy brows, bold lashes, and multitasking products that marry skincare with makeup will continue to take over complicated beauty routines.” Kosas’s bestselling Tinted Face Oil and Revealer Concealer are what the founder calls “double-duty products” because they cover and conceal but also deliver skincare benefits so that your makeup is working for you throughout the day, and she believes 2021 will see the launch of many similarly multitasking products.

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  • Shape - September 10, 2020
    The 2020 Shape Beauty Awards: Makeup

    Kosas won another industry award, this time from Shape for Kosas' Revealer Super Creamy + Brightening Concealer.

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  • WWD - August 28, 2020
    Beauty’s Most Powerful Brands in 2020

    Industry-leading resource WWD announced its list of Beauty's Most Powerful Brands in 2020, which featured Kosas Cosmetics. Per WWD, "Despite a very tough makeup market, Kosas is surging. The clean makeup brand founded by Sheena Yaitanes is as popular with celebs such as Paltrow and Rosie Huntington-Whiteley, and its Tinted Face Oil was one of the most popular products on social media, according to Tribe Dynamics. The brand, a pioneer of the makeup-as-skin-care movement, has just launched its first actual skin care product: Chemistry Deodorant, an AHA-based serum format. Consider it a cult in the making."

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  • Beauty Independent - January 16, 2020
    Kosas On The Rise: The Clean Beauty Brand Secures Series B Funding

    Kosas has reeled in a Series B funding round led by Stripes Group with participation from Beechwood Capital, CircleUp and Imaginary Ventures. Founder Sheena Yaitanes set out to craft a brand that was both cool and clean, effortless and effective, scientific and stylish, and unisex and feminine. Today, it's the No. 5 clean cosmetics brand on Sephora’s website and the No. 4 clean cosmetics brand in its stores. From 2018 to 2019, its sales spiked 409%. Industry sources informed WWD that Kosas generated $20 million in sales last year and is on track to hit $50 million to $60 million this year.

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