Sitting Down With Sheena Yaitanes
Kosas Cosmetics: Sitting Down with Sheena Yaitanes
The Woman Behind The Brand
It is not every day that you get to sit down and meet a brand founder. Even as someone who likes to think they have been around for a while, it is very difficult not to be star struck. I was sitting at home when I received a message asking if I wanted to head to the Kosas NYC Pop-Up. Once there, I would meet the lovely Sheena Yaitanes. I dropped everything and said YES!
You all know that Kosas is one of my favorite cosmetic brands. The Weightless Lipstick formula is so smooth and pigmented. The Tinted Face Oil is one of the most amazing base products on the planet. The crème and powder blushes give a lit from within glow. Basically, I am devoted and do not care who knows it.
The Pop-Up runs from now until December 31st on Mercer Street in New York City. The atmosphere of the space is like nothing I have ever experienced before. You can feel just how passionate about the brand every single person in the room is. The sales representatives are so kind and willing to help no matter what you need. I actually am going to give a shout out to Emily because she is absolutely hysterical.
I played around with the products for a little while because they had such an amazing display. Everything was white, clean, sanitized, and spoke to the quality of Kosas. The lighting was perfect and I instantly became addicted to every shade of lipstick I do not yet own. Speaking of which, keep your eyes peeled for my Top Five Brands Series featuring Kosas.
After all of the fun, Sheena and I sat down and talked about all things beauty. We instantly connected and I did not want to leave.
I first wanted to ask Sheena what inspired her to come out with lipsticks first in her line. She explained that she felt a draw to creating a minimalist brand and that lipstick was an easier product to conceptualize. It is something so easy to manipulate and express oneself with. She also explained there was a lot of room for innovative formulas in clean beauty. Anyone could go to a lab and pull out a formula that has been used by other companies. This says that she is completely invested in the quality and integrity of her brand.
Something else we talked about is where the brand is going. I specifically wanted to know about line extensions. We got the limited edition Weightless lipstick in Violet Fury, the Tinted Face Oil, the Weightless Lip in Phoenix, and the Crème Blush in Helios. These releases followed a very specific storyline. Violet Fury was all about self-empowerment and finally becoming resilient. The Tinted Face Oil highlights learning to wield confidence and gain comfort in one's personal discovery. Finally, the two Phoenix theme products are about transcending to your true potential and starting again. When I heard Sheena tell me this, I felt a bit teary eyed.
The last thing we did was create my Five Minute Face. Since it is the season, my product choices were: Weightless Lip Color in Royal, Tinted Face Oil in no.2, and the Color & Light Powder in Contrachroma. Absolutely obsessed with what we came up with and Royal may potentially become an everyday color for me.
I had such a smashing time at the Pop-Up and getting to meet one of my industry idols. If you are able, I highly suggest checking everything out at 85 Mercer St. in New York. If you cannot, then you can purchase my Kosas favorites here!