From her Iranian roots to shaping the future of beauty, Sheena Zadeh has built Kosas into a brand that stands for something deeper. Following its highly anticipated launch at Sephora Middle East in September, Zadeh demonstrates she is as much a storyteller as she is an entrepreneur. Kosas represents the convergence of makeup and skincare, with products that are both intuitive and innovative. For Zadeh, beauty isn’t about masking imperfections but embracing individuality. As the brand makes its makes its mark in the Middle East, its philosophy speaks directly to a celebration of glamour, authenticity, and effortless self-expression.
For Sheena Zadeh, beauty has always been deeply personal. Growing up in an Iranian household, she observed her mother transform her daily makeup routine into an art form. “It wasn’t about perfection,” Zadeh reflects. “It was about self-expression, confidence, and care.” This reverence for authenticity became the cornerstone of Kosas.
Today, Kosas is a beloved beauty brand, fusing high-performance makeup with clean, nourishing ingredients. Zadeh credits Middle Eastern beauty traditions for inspiring her approach. “Middle Eastern beauty is rooted in radiance and holistic care,” she notes. “That’s why our products are dual-purpose - makeup that works as skincare.” From the skin-brightening Revealer Concealer to the glow-boosting Plump + Juicy Spray-On Serum, each product embodies the brand’s mission: to enhance natural beauty while nurturing the skin beneath.
At the heart of Kosas is the concept of “comfy glam.” This isn’t about “no-makeup makeup” but bold pigments and radiant finishes paired with wearability. “You’ll look like your best self - real, plus a little extra,” Zadeh explains. The colours, first conceived in a portrait-painting class, are vibrant and easy to wear, yet far from ordinary.
The Middle Eastern market feels like a natural fit for Kosas. “This region values glamour and artistry, but there’s also room to reimagine what it means to feel beautiful,” Zadeh observes. Kosas blends luxury with comfort, which aligns with the Middle East’s appreciation for both substance and style.
While “clean beauty” is often overused, Kosas has set itself apart with its exacting standards. The brand bans over 2,700 ingredients and adheres to strict global guidelines, including those set by the EU, Sephora, and Credo. Yet, Zadeh is firm in her belief that clean beauty shouldn’t sacrifice performance. “We didn’t set out to create a clean brand,” she admits. “We simply wanted to develop the most effective, skin-improving formulas and that led us to next-level clean.”
Every Kosas product combines clinical skincare benefits with the qualities one expects from a beauty product. Packed with active ingredients like peptides and hyaluronic acid, the formulas hydrate, brighten, and soothe while delivering powerful pigments and long-lasting wear.
“Feeling is crucial to us,” says Zadeh. The brand avoids silicones and other ingredients that may feel heavy or irritate sensitive skin. Kosas products are dermatologist-tested and created by people with sensitive skin, for people with sensitive skin.
The brand’s commitment to inclusivity is reflected in its shade offerings. “We invest a lot of time in shade development,” says Zadeh. “We work with real people to ensure that our products look natural and enhance beauty across every complexion.” This dedication guarantees that Kosas not only meets but exceeds the expectations of its diverse Middle Eastern audience.
The partnership with Sephora Middle East marks the beginning of a long-term relationship with the region’s dynamic beauty market. Zadeh sees immense potential for growth and hints at future collaborations tailored to local audiences.
Looking ahead, Kosas is committed to continuing its trend of innovation. “Expect more groundbreaking products that merge skincare with makeup,” says Zadeh. Plus, some of the brand’s bestsellers, currently unavailable in the region, will soon be making their debut.
At its core, Kosas is about empowerment. “Don’t be afraid to embrace your individuality,” Zadeh advises. “Beauty is about celebrating what makes you unique, not conforming to someone else’s standards.” With intuitive, easy-to-use products, Kosas gives women the tools to enhance their natural features without compromising comfort or authenticity.
With this philosophy and the Middle East’s love for both glamour and substance, Kosas is poised for success. From its innovative formulas to its inclusive ethos, as Sheena Zadeh looks to the future, one thing is clear: this is only the beginning.
