Meet Sheena Yaitanes: The Clean Beauty Founder Behind Kosas Cosmetics

Sheena Yaitanes launched Kosas, a clean beauty brand from her kitchen table five years ago, and now the collection is carried at Sephora, Credo and Goop. Yaitanes was inspired to launch her company because she could never find a lipstick that felt good, or a foundation that held up through the course of an entire day. Yaitanes felt like it was her responsibility to make beauty products that were easy and effective, and now Kosas is one of the fastest growing clean beauty brands on the market.

“I actually always knew there was a beauty brand inside of me,” Yaitanes said. “It was based on my interest and roots in makeup and beauty. I had really studied beauty brands growing up because my mom worked behind the counter.”

Yaitanes mother worked in retail as a representative for Clarins and Clinique when she was growing up, and the early exposure to all the makeup she would bring home really shaped her.

“I had the idea probably 10 years before Kosas happened, I was afraid to face it because I knew it was my calling,” Yaitanes said. “There was only going to be one shot for me, it had to be the right time.”

After studying science and fine art, Yaitanes realized that her passion was in makeup and beauty products.

“I’d say studying fine art allowed me to really delve into color and to truly understand the anatomy of color, which is super helpful when it comes to skin tones since they’re so delicate and complex,” Yaitanes said. “Organic chemistry lets me get creative with formulation, finding interesting pathways and fine-tuning ingredients to get them just right. I also have my business degree because I knew I wanted to start my own company.”

Yaitanes launched Kosas company with four products, the Weightless Lip Color Collection, and shipped all the orders from her kitchen table.

“Lipstick collections were always the hardest to wade through,” Yaitanes said. “There are literally hundreds of colors, with no guidance on which one to choose. It was so intimidating and could leave you feeling like you made the wrong choice, so I wanted to completely streamline that process by pouring all the development into just a few colors that are universally flattering. Truthfully, I did not set out to build a clean makeup brand when I created those lipsticks, but clean ingredients are what got me the best performance.”

Once Yaitanes realized she had a viable business, she raised a Series A from her personal network, with a goal of getting a foothold in the market.

Since launching, Kosas has had a breakthrough product with their Tinted Face Oil, which took two years to develop as it was a new format of foundation.

“Moments like Tinted Face Oil and 10-Second Eyeshadow have been big breakthroughs for me because they are a totally new approach, and because of that there is a certain risk involved, so when they land and solve problems for women, I feel so proud,” Yaitanes said. “When I tried the version of what is now TFO, I cried.”

Kosas recently closed on their Series B funding, and the raise will build out the company’s team, finance new product development, expand presence both domestically in North America and internationally further into the Australian and Canadian markets, as well as expand global marketing efforts. Yaitanes said the capital will fund large-scale marketing efforts in LA including a pop-up, out-of-home advertising in key markets, strengthening their influencer partnerships and an overall increase in digital marketing.

“We are currently preparing to launch our first concealer, Revealer Super Creamy + Brightening Concealer,” Yaitanes said. “It is a double-duty product, bringing the best of traditional concealer to light up the under eyes and deliver potent botanicals to brighten, soothe, and plump the skin. We are also planning to expand into several new product categories in 2020.”

After a busy few years, Yaitanes is excited for what is next for Kosas and her team.

“It’s been so wild, honestly,” Yaitanes said. “Five years ago at my kitchen table, I could never have imagined the company would grow to what it is today. I love creating products. I love the scared and excited feeling I get when we launch something new, and most of all, I am so proud of my team. I feel lucky to work with them every day and can’t wait for our next move. Lots of new stuff on the way!”