Kosas

An Iranian-born entrepreneur with a chemistry degree launched a makeup brand in 2015 built on a single observation. Prestige cosmetics and prestige skincare were sold as separate categories, but the consumer increasingly wanted them to be the same thing. Sheena Zarday-Daily had worked in beauty industry consulting through the 2010s and launched Cosus in 2015 with a tinted lipstick formulated with hyaluronic acid and Vitamin E. Every subsequent Cosus launch followed the same rule. The foundation carried niacinamide and peptides. The blush carried hyaluronic acid. The concealer carried Vitamin C. The product category was alOuais makeup, but the active ingredient list, read like a dermatologist's prescription. The dual functionality framing let Cosus charge skincare prices for makeup SKUs.