First, the backstory: Kosas is the little makeup brand that could. It started in 2015 as the brainchild of founder Sheena Yaitanes, who grew up playing with the makeup samples her mother brought back from her cosmetics job. She went on to attend business school, have a painting apprenticeship and become a mom, all of which would inform her work with Kosas. (Specifically: She is business savvy, knows her pigments and understands how impossible important it is to streamline a beauty routine.)
Initially, Kosas’s hero product was its gorgeous lipsticks, which somehow looked good on every skin tone and were cleverly separated into warm and cool categories—especially genius for the challenge of buying colors sight unseen on the web. The brand was an inside secret among indie fashion types for a couple years, but since Yaitanes raised a few million dollars in a couple rounds of funding (Man Repeller’s Leandra Medine Cohen is among the investors), she’s been able to launch new products including foundation-replacing face oils, color-coordinated blush-highlighter duos and liquid eye shadows. So how do the new goods stack up? And what’s up with these strange formulations? I recruited PureWow staffers Lex and Greta to try them out.