Kosas Founder, Sheena Yaitanes, on New Lip Products, Skin Care and Finally Entering Her ‘Sexy Phase’

Kosas has felt like a little bit of a cultural reset within the make-up house. The merchandise are formulated with skin-care nerds in thoughts however packaged with pops of shade that can catch anybody’s eye, and the showstopping outcomes are too compelling to disregard. The brand has all the time been a mirrored image of the mastermind behind it, Sheena Yaitanes, and the place she’s at in her life.

Makeup is at its greatest when it serves as self-expression, and Kosas is simply that for its founder. With two new launches, Hotliner ($19) and Plump + Juicy Lip Booster (launching 6/28), we caught up with Yaitanes who shared her skin-care secrets and techniques, the theme for her upcoming marriage ceremony and why she’s simply now going by means of her attractive part.

What impressed these two new launches Hotliner and Plump + Juicy Lip Booster?

“I imagine lips can by no means be too plump and juicy. We added the Lip Booster to the lip lineup as a hard-working remedy for full, cushiony, more healthy lips. Lips are one of the delicate components of your physique, so it was essential to me that this product nourished lips with clear substances and labored with out irritation. 

I used to be obsessive about getting simply the correct quantity of glide on a lip liner: It couldn’t tug or be drying, but in addition I didn’t need it to be so creamy that it wasn’t long-wearing or didn’t have grip to contour the lip. The lip line will get positive traces simply, so it was additionally essential that each merchandise had been full of clear, lip-nourishing substances and felt tremendous comfortable on utility.”

What are your favourite day and evening combos of Hotliner and Wet Lip Oil?

“During the day, I love a soft neutral lip, so I pair Hotliner in 100 with our Wet Lip Oil ($22) in Unhooked. At night, I’ve been loving Hotliner in Peak paired with Wet Lip Oil in Unbuttoned.”

We know you like skincare as a lot as we do, so what’s your day by day skin-care routine?

“I’m always using prototypes that I’ve been working on to add to the Plump and Juicy collection. I love to cleanse using Augustinus Bader, exfoliate with Holifrog, and I use a peptide serum ($72) from Kat Rudu, and tretinoin from Musely. A brand I’m really excited to try is Rhode!”

What is one thing about Kosas that not everybody is aware of?

“The Kosas brand is rooted in shade and the which means behind colours. For instance, the yellow of Revealer is consultant of non-public energy and the arrogance you get from great-looking pores and skin. We then translate that shade by means of lighting and backdrops.

Kosas campaigns are based mostly on tales that I need to inform which might be impressed by the issues going on in my life. For instance, the Wet Lip Oil marketing campaign was shot whereas I used to be going by means of my divorce, and it was a possibility for me to precise a way of freedom and liberation.”

What is one thing about you that not everybody is aware of?

“I have 15 tattoos, and you can’t even tell. I am getting married this summer and the theme is inspired by Miami because I am finally going through my sexy phase at age 38 now that I met my partner.”

It’s exhausting to choose a favourite little one, however what are your high three must-have Kosas merchandise? 

“Can I pick 4? Revealer Concealer ($28) Revealer Foundation ($42), Cloud Set Setting Powder ($34) and Hotliner.”

What has been probably the most stunning factor you’ve realized whereas proudly owning your individual magnificence model?

“How savvy the consumer really is when it comes to product quality. You can’t fake it ’til you make it in that department.”

What impressed you to create Kosas?

“I’ve always been a makeup lover and obsessed with ingredients, then in college when I studied organic chemistry, I felt a total unlock moment because I finally understood what the ingredients in my makeup were and why they were in there, and I also understood why they didn’t work well with my skin or felt uncomfortable. I felt that there were many alternate ingredients that hadn’t been explored by the beauty industry and that they could work better and feel more comfortable and also work better with my skin. On top of that, I have a deep love affair with color and wanted to share that with the world, and that’s how Kosas was born.”

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