LA-born Kosas Beauty came to the UK this year to disrupt the beauty space, by creating a makeup range that actually puts your skincare needs first. It was founded by Sheena Zadeh-Daly, whose childhood fascination with creativity and curiosity laid the foundation for Kosas’s innovative approach to beauty. Then her profound love for art, combined with a deep understanding of biology, paved the way for the brand’s inception back in 2015.
“I want to able to provide every tool that anyone would need. I want to be able to create everything, in every format, for great-looking makeup to create your favourite version of yourself.” says founder Sheena.
The concept is simple – clean beauty that transcends boundaries. Kosas products were created to allow you to do ‘good makeup’ that offers effortless enhancement rather than disguise, all while putting the needs of your skin first. Makeup has a real strong potential to nurture and care for the skin and that’s where the the power of natural radiance from these products lies.
With a commitment to improving your skin’s health, Kosas’ clinically proven formulas are enriched with nourishing ingredients, giving you high-performance makeup that is gentle yet powerful, designed for sensitive skin, but catering to all skin types.
Now the brand has a tight grip on the beauty corner of TikTok – which is that space on the internet that really defines trends and makes or breaks brands and products. Since landing on british retailers, the brand has seen great success in the base products.
It’s really no wonder that the brand has garnered attention from some celebs on the forefront of beauty trends such as Hailey Bieber, Olivia Wilde, Sofia Vergara, Kate Hudson, amongst others.
“I wear makeup almost every day, but the glow I get from Revealer Concealer, a nice brow, and a good lip? That combination always makes me look my best” founder Sheena tells us.
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The Revealer Skin Improving Foundation is formulated with SPF25 for a that much needed sunscreen top up, and the Revealer Super Creamy + Brightening Concealer and Daytime Eye Cream works hard as a skincare-makeup hybrid allowing you to skip the eye cream step in those busy mornings. In fact, the Revealer concealer is so popular it has had millions of units sold to date.
Those are some of the hero products from the brand that the girlies are raving about, but Kosas has recently expanded its range to include some more products that are bound to have your heart – the Brow Pop Nano, the Wet Stick, the Weightless Lip Colour. As for the rest of the range, there is a product for pretty much every step of your makeup routine, including makeup brushes.
For more from Glamour UK Beauty Writer Shei Mamona, follow her on Instagram @sheimamona