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

In its early years, Kosas grew organically, powered by word of mouth and an emerging network of beauty enthusiasts in Los Angeles. In 2017, Zadeh began distributing samples to makeup artists, which sparked buzz among professionals who valued the brand’s skin-friendly formulas. By 2018, Kosas had caught the attention of actress Gwyneth Paltrow and entered Goop’s curated selection—a pivotal endorsement in the wellness-driven beauty scene. That same year, the brand launched its tinted face oil, a lightweight hybrid of skincare and foundation that quickly sold out.