Meet Sheena Yaitanes, who made a beauty line flattering for every skin tone. “I’d see 100 lipsticks from a brand, but 99 percent of them were unwearable or ugly” TheBeautyOfItAll
Photo: Courtesy of Kosas Sheena Yaitanes was born resourceful. As a kid, she decorated her bedroom walls with computer paper and lacquered everything on her desk with nail polish.
Limiting materials is the magic behind the success of Kosas, a tightly edited line of cosmetics that touts clean, botanical ingredients. Kosas’s Tinted Face Oil has become a cult hit, while Gwyneth Paltrow has praised the brand’s pigmented red lipstick in Vogue. “I’d see 100 lipsticks from a brand, but 99 percent of them were unwearable or ugly,” she remembers. “Why would someone do that? My dream was to make a line that was always flattering, on every skin tone, so it would always be easy to navigate.”
She graduated premed from UC Irvine and became a successful research scientist, but her queasiness about hospitals and procedures helped ultimately shelve the med-school plan. Eventually, she switched gears and went to business school. Finally, in 2015, Kosas debuted with four lipsticks. blush/highlighter duos and a lip balm followed, and the famous Tinted Face Oil launched last year. Next month, eight water-based liquid shadows join the family.
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