Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Beauty

Kosas Masters the Art of Reinvention

First with Gwyneth Paltrow and now with TikTok’s Gen-Z beauty queens, Kosas has charted a course to growth through rebranding, new products and customer base expansion.
A selection of Kosas products including its sunscreen, foundation, concealer, skin enhancer and powder.
Kosas complexion products. (Ian Flanigan/Kosas)
By
BoF PROFESSIONAL

From Hailey Bieber to Kim Kardashian, makeup brand Kosas has been associated with virtually every celebrity with the clout to drive beauty trends. But when asked to picture her ideal “Kosas girl,” founder Sheena Zadeh-Daly has one person in mind: “myself.”

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Beauty’s Most Sought-After M&A Targets in 2024

Now that the market has stabilised, beauty brands of all shapes and sizes are eager to get their dues. The Business of Beauty identifies the top targets of the year including Kosas, Summer Fridays and Selena Gomez’s Rare Beauty.

About the author
Liz Flora
Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

In This Article
Topics
People
Organisations
Tags

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.