Kosas Expands to the Middle East
Kosas, founded by Sheena Zadeh-Daly, is a clean beauty brand that seamlessly merges science with skincare-forward makeup. Launched with a vision to create products that are effective, luxurious, and inclusive, Kosas champions formulas that are not only high-performing but also free from questionable ingredients, making clean beauty accessible for everyone.
In celebration of Kosas launching in the Middle East, Cake The Mag interviewed Sheena Zadeh-Daly to explore the inspiration behind the brand, discuss how Kosas has evolved to meet the needs of those with sensitive skin, and highlight the region's vibrant beauty scene alongside the brand's commitment to inclusivity.
Cake The Mag: What sparked the idea for Kosas, and how has the brand evolved since you first started?
Sheena Zadeh-Daly: Kosas was inspired by my own personal skincare journey. I struggled with sensitive, acne-prone skin growing up and the endless cycle of makeup making my skin worse.
We wear makeup all day, and it has to make our skin better. Kosas was born for people like me, who have sensitive skin but don’t want to sacrifice really great makeup. When developing products, we need to achieve two things: the finish has to look really alive, and we only use skincare actives that have a lot of data and research behind them.
All of our products are rigorously tested with third parties; every complexion product is dermatologist-tested and clinically tested to be non-comedogenic, non-acnegenic, hypoallergenic, and safe for sensitive skin.
What made you feel it was the right time to bring Kosas to the Middle East, and why partner with Sephora for this launch?
The Middle East has such a vibrant beauty scene, and the women here are incredibly knowledgeable and passionate about makeup and skincare. It feels like the right moment to introduce Kosas to a region that values both innovation and tradition.
Sephora has always been an incredible partner in our journey, and their presence in the Middle East is unmatched. They share our vision of making high-quality, clean beauty accessible, and I’m thrilled to have their support as we launch Kosas here.
How do you see Kosas fitting into the beauty routines here in the Middle East? Any specific products you’re excited for people to try?
Beauty in the Middle East is all about enhancing and celebrating one’s natural features, and that aligns perfectly with our comfy glam philosophy. I think “Soulgazer” will resonate particularly well here—it’s more than just an eyeliner. It’s richly pigmented, long-lasting, and has this unique shade that enhances any eye color beautifully. Plus, it’s waterproof and smudge-proof, so it holds up perfectly in the heat. I can’t wait for everyone to try it out and see how it can transform their looks with just one swipe!
Inclusivity is such a big part of your brand. How are you keeping that focus as Kosas enters new markets, especially here in the Middle East?
Inclusivity is central to everything we do at Kosas. When creating our shade ranges and product offerings, we ensure they reflect the diversity of real people. As we expand, that means listening to and understanding the unique beauty needs of each market.
In the Middle East, we’re excited to offer a wide range of shades that celebrate the richness of skin tones here. We want everyone to feel seen and catered to because that’s what beauty is all about—celebrating who you are.
What’s your current “can’t live without” product from Kosas that everyone needs to try?
I’m absolutely hooked on the “Revealer Concealer”—it’s such a staple for me. It’s not just a concealer; it’s like skincare in a wand. It covers everything I need it to, from dark circles to blemishes, while also brightening and nourishing the skin. The formula is packed with ingredients like caffeine and hyaluronic acid, so it actually helps to improve the look of your skin over time. It’s the perfect blend of coverage and care, and if there’s one Kosas product everyone should experience, it’s definitely the Revealer Concealer!
What can we expect next from Kosas? Are there any new launches you’re particularly excited about?
There are always exciting things in the pipeline! We’re diving even deeper into skincare with products that blur the line between makeup and skin benefits. I can’t share too much, but we’re taking everything we’ve learned so far and pushing it even further, so keep an eye out for what’s coming!
