Sheena Zadeh: The Woman Who Turned Four Lipsticks into a $150 Million Empire

Zadeh’s international expansion proved just as strategic as her product development. Nearly 30 percent of Kosas’s sales now come from international markets, spanning Australia, New Zealand, Dubai, and Riyadh. In these regions, where beauty routines are deeply cultural yet evolving rapidly, Kosas’s minimalist, skin-first approach struck a powerful chord. “Sometimes you don’t have to chase the market,” Zadeh once remarked. “The market finds you.”