Meet The Founder: Sheena Zadeh, Kosas
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I was everyone’s go-to beauty person growing up. I did my undergrad in biology but right after graduating college, it became clear to me that I wanted to have my own beauty brand. I’ve always had this love affair with colour, so I wanted to work with a fine artist in LA and get an art education. In this portrait painting class, we learned how to make human skin tones come to life on the canvas. I was fascinated by all the colours that went into making flesh tones look alive and thought, “What if you applied that theory to make-up?”
Kosas started with four lipsticks. Those first shades are flattering neutrals that are vibrant, alive and complex – but still super easy to wear. The feel was also important to me. I didn’t set out to create a clean formula, but when I started looking for comfortable, effective, lip-nourishing ingredients, I arrived at Weightless’s clean formulation.
My biggest milestone was when we found our office space in LA. I started the brand in my garage and it was a really big step moving into our headquarters. Every time I walk in there, it feels completely surreal that we have an actual space where people come together to collaborate and work towards a common goal.
Growing up with sensitive, acne-prone skin really framed my approach to beauty. I learned first-hand that the make-up we wear should not only enhance our appearance but also support our skin's health. This philosophy is at the core of Kosas, which was created for those who, like me, have sensitive skin but still want to wear high-quality make-up.
Our commitment to clean ingredients is uncompromising, but we also demand that our products perform exceptionally. We use only well-researched skincare actives, ensuring our formulas are safe and nurturing. Our rigorous testing process, involving third-party labs, certifies our products as non-comedogenic, non-acnegenic, hypoallergenic and suitable for sensitive skin. At Kosas, we like to say we’re 'make-up for skincare freaks'. Hearing feedback from our community about how products like the Revealer Concealer not only conceal but also brighten under eyes, or how the Air Brow Lifting and Volumizing Gel enhances brow health… it confirms we’re making a difference.
My Persian heritage also shaped my approach to beauty. As the daughter of Iranian parents, I’ve always felt deeply connected to the region’s beauty philosophy. At its core, Kosas has a holistic and layered approach to beauty that really aligns with the depth and tradition of Persian beauty culture. Persian culture holds beauty and self-care in high regard, which is where my passion for creating products that are effective and enjoyable to use comes from.
I have a deep respect for the Middle East and the region’s rich beauty traditions. I’ve always admired its approach to beauty – both luxurious and meticulous. We believe the Middle East will be one of our biggest international markets since demand has been huge from our community. I’m really excited to launch with Soulgazer Eye Liner and Blush Is Life.
The goal is to be one of the leading global beauty brands that stands for something. I am deeply inspired by women and what makes them feel beautiful, confident, and comfortable in their skin. I don’t want them to compromise between make-up and skincare and I want them to experience being taken care of by a brand that doesn’t just care about the way they look but also how they feel.
My greatest strength is my ambition. It resonates through every facet of my life, driving how I cultivate relationships and pursue goals with a no-compromise attitude. This ambition has been further fuelled by motherhood, which has deepened my commitment to create and model the life I envision for my daughter. I’m also inspired by artists who spend years honing their craft, and by nature, which serves as one of my favourite sources of colour inspiration.
My work days are deliberately structured – I start early and make it a point to end by dinner time. This allows me to dedicate evenings to my family, even when the reality of steering a rapidly growing business like Kosas comes with its own set of profound challenges. The biggest of these is the personal sacrifice involved. The pressure is relentless, the stakes are high, and much of my time is spent holding space for others – often at the expense of my own. While the path of entrepreneurship is exhilarating and deeply rewarding, it isn't solely composed of highs. It's a complex blend of sacrifices that aren't always visible.
To unwind, I lean into activities that rejuvenate both my body and mind. I’m committed to my yoga and Pilates sessions, and I enjoy long walks too. I also find meditation essential for mental clarity. Recently, I’ve started lighting scented candles in the evening to help me relax. My favourite is from Ceremonia – it really transforms the atmosphere at home.
My everyday look is all about healthy skin, full and fluffy brows, and plump and juicy lips. I start with Plump & Juicy Collagen Spray-on Serum and massage it in. I layer on BB Burst, which also acts as my moisturiser – I use one or two pumps depending on the coverage I want that day. Then I use Revealer Concealer wherever I need more coverage but also to highlight, lift and shape my face. I set my make-up with Cloud Set Setting Powder and I use Sun Show Bronzer across my cheekbones and forehead for a healthy, natural looking glow. I shape and set my brows with Brow Pop Nano Ultra-Fine Detailing Pencil and Air Brow Tinted Volumizing Treatment Gel. I overline my lips with Hotliner and pair it with either Wet Lip Oil or Wet Stick.
My hair routine is simple. I use Davines products and style it with a Dyson hair dryer and a T3 curling iron. For body care, I use the Good Body Skin Body Wash every single day, then I come out of the shower, pat dry and use the Osea Undaria Body Oil all over. For fragrance, I’m usually drawn towards sweeter scents or one that have a little bit of an earthy element to them, like sandalwood. My favourite fragrance is from a brand called Dedcool – it’s called Sunlit Blooms.
To women venturing into the beauty industry, my advice is to prioritise your vision and be authentic. Believe that what you have to offer is both unique and needed. Surround yourself with a team that shares your passion and complements your skill set because building a brand is a collective effort. And perhaps most importantly, be prepared for setbacks and challenges but view them as opportunities to learn and grow. Resilience is your greatest ally.
PLUS, HERE ARE SIX THINGS ON SHEENA’S FASHION WISH LIST THIS SEASON…
“I absolutely love Saint Laurent suits. The cut, fit and feel is amazing.”
“I couldn’t live without my Dior sandals. It has a very small heel and gives me a little lift. I always need an inch or two of height because I’m very petite.”
“I live and die for every miniskirt Miu Miu ever creates.”
“So comfortable, I wear this daily.”
“I have a variety of ÉTERNE pieces – tank tops, long sleeves and loungewear. If you don’t see me in a fully dressed outfit, I’m just in sweatpants.”
“This is the only swimwear label I wear – it’s so comfortable. There’s this cornflower blue colourway that I’m really into right now.”
SHOP SHEENA'S BEAUTY FAVOURITES BELOW
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