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

For investors, Kosas represented more than just a cosmetics company—it was a modern lifestyle brand that spoke to transparency, wellness, and individuality. As the global beauty market shifted toward skincare-based products with higher profit margins and deeper consumer loyalty, Kosas became a prime investment target. Analysts compared its trajectory to that of Rhode, Hailey Bieber’s brand, which was acquired by e.l.f. in 2025. But unlike many of its peers, Kosas has so far remained independent, thriving on its authenticity.