How Kosas Founder Sheena Yaitanes Turned Her Passion For Art and Science Into a Clean Beauty Brand

Sheena Yaitanes

In The PathTM, we spotlight different women making a difference in the fashion, beauty, wellness, medical aesthetics, and more industries. Here, Kosas® founder Sheena Yaitanes shares her road to success. 

These days, it seems like everyone wants to start their own beauty company, regardless of their career history or educational background. However, Kosas Cosmetics founder Sheena Yaitanes seemed predestined to launch a brand. “My life has been a collection of many seemingly unrelated skills that all collectively give Kosas a certain texture that is totally unique to itself,” Yaitanes explains. 

The 36-year-old Southern California native grew up around beauty — her mother worked in the industry — and received a bachelor’s degree from the University of California Irvine® in biological sciences and her master’s from Chapman University’s℠ Argyos School of Business and Economics℠. However, she was never inspired to start her own brand until she took on a post-grad school painting apprenticeship. “During an apprenticeship with artist Stephanie Pryor, I learned the anatomy of color,” she recalls. 

It was then that she had the idea to launch her own clean beauty brand, and that lesson in color anatomy led to the brand’s first products in 2015: four lipsticks. Today, the range has expanded significantly — it now includes 10 lipsticks, blush, lip glosses, eyeshadow, a cult-favorite tinted face oil, and more — and its unique take on beauty has garnered Gwyneth Paltrow as a fan. 

“Our formulas are clean and packed with good-for-you treatment ingredients,” Yaitanes says of the brand’s approach. “It feels like skincare, but works like makeup. It’s kind of a win/win situation.” Here, She expands on her unique career path, plus shares her thoughts on medical aesthetics, how she balances work with life as a mom to her six-year-old daughter Electra, and more. 

Editor's Note

Injectable wrinkle reducers are used to temporarily smooth the look of moderate to severe wrinkles in certain areas of the face such as the forehead, frown lines, and crow’s feet. They should not be used more frequently than every three months. Like any medical treatment, they have potential risks and side effects. Be sure to talk to a licensed provider to see if they’re right for you. 

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