Sheena Zadeh-Daly wearing the Mazur Jacket.
MAKE IT HAPPEN
Sheena Zadeh-Daly, founder of Kosas
Zadeh-Daly founded Kosas in 2015 with a simple goal: to create makeup that looks good and does the skin good. "I’ve always wanted to formulate products that are good for your skin and are high-performing," she says of her cosmetics that double as skincare.
Thankfully, Zadeh-Daly knew a thing or two about high-performing ingredients. She earned a degree in biology at U.C. Irvine, which allowed her to take a hands-on approach in creating Kosas. "All that time I spent playing with different formulas in my garage and at my kitchen table eventually evolved into the brand it is today."
Today, the brand is a leader in the clean beauty space, a soon-to-be trend that Zadeh-Daly stumbled upon.
"It was never my intention to create a clean beauty brand, but when I was in the testing phases of developing formulas it just so happened that the best ingredients were also clean," she says.
Below, we chat with her about her journey.
Q&A
What has been the greatest lesson in building your brand?
That it’s more work than you could ever anticipate. When a lot of people start a brand, I think they go into it with the mindset that it will purely be an artistic endeavor of self-expression, but there are so many other logistical moving parts that go into building a brand that are far from glamorous and continually challenging.
That it’s more work than you could ever anticipate. When a lot of people start a brand, I think they go into it with the mindset that it will purely be an artistic endeavor of self-expression, but there are so many other logistical moving parts that go into building a brand that are far from glamorous and continually challenging.
How did studying biology inform your product development process?
It was about learning the language of science. Each compound has a specific name assigned to it, so when you read a product ingredient it quite literally tells you its exact composition. As I began formulating, I was able to understand this language or scientific code, and it ultimately helped me to create better makeup products.
It was about learning the language of science. Each compound has a specific name assigned to it, so when you read a product ingredient it quite literally tells you its exact composition. As I began formulating, I was able to understand this language or scientific code, and it ultimately helped me to create better makeup products.
What is your guiding principle when developing a new product?
When developing products, we need to achieve two things: the finish has to look really alive, and we only use skincare actives that have a lot of data and research behind them. Some products are also inspired by the things going on in my life. Glow I.V. Vitamin-Infused Skin Enhancer was born from my love of vitamin drips. Whenever I’m stressed or need self-care, my go-to treatment is an IV drip. I started to notice how healthy and glowing my skin looked and decided to bottle it.
When developing products, we need to achieve two things: the finish has to look really alive, and we only use skincare actives that have a lot of data and research behind them. Some products are also inspired by the things going on in my life. Glow I.V. Vitamin-Infused Skin Enhancer was born from my love of vitamin drips. Whenever I’m stressed or need self-care, my go-to treatment is an IV drip. I started to notice how healthy and glowing my skin looked and decided to bottle it.
Your ultimate, favorite-of-all-time beauty product?
Concealer is my top beauty product of all time. It’s so versatile–I can do my entire complexion look with just concealer if I needed.
Sheena Zadeh-Daly wearing the Mazur Jacket.
Do you remember the first product you fell in love with, from when you first started using makeup?
Yes! It was Givenchy’s Prisme Libre pressed powder that I got when I was 11. I just remember thinking it was the most magical and beautiful thing I had ever seen.
Yes! It was Givenchy’s Prisme Libre pressed powder that I got when I was 11. I just remember thinking it was the most magical and beautiful thing I had ever seen.
What are the hero products of your morning and nighttime routine?
For morning, it’s the Kosas Plump + Juicy Vegan Collagen Spray-On Serum. It has completely changed my skin and has all these powerful skincare actives that soothe, smooth, plump, and hydrate my skin without over-moisturizing.
The most important part of my nighttime routine is double cleansing. I have to make sure I’m removing all of the makeup and residue off my face before I get in bed. I use Emma Lewisham Cleansing Oil and Circumference Cleansing Gel and love it both!
For morning, it’s the Kosas Plump + Juicy Vegan Collagen Spray-On Serum. It has completely changed my skin and has all these powerful skincare actives that soothe, smooth, plump, and hydrate my skin without over-moisturizing.
The most important part of my nighttime routine is double cleansing. I have to make sure I’m removing all of the makeup and residue off my face before I get in bed. I use Emma Lewisham Cleansing Oil and Circumference Cleansing Gel and love it both!
What’s the makeup hack that changed your life?
Overlining my lips and brows to bring some drama to my features and really make them pop. I could only do my lips and brows and nothing else, and I immediately look and feel put together. Also, super important—always fill in your brows in the direction of hair growth!
Overlining my lips and brows to bring some drama to my features and really make them pop. I could only do my lips and brows and nothing else, and I immediately look and feel put together. Also, super important—always fill in your brows in the direction of hair growth!
SHOP THE LOOK
SHOP NOW, clockwise from top left:
Mazur Jacket
Chunky Chain Bracelet by Anisa Sojka
Honolulu Pant
Ganita Knot-Front Sandal
