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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.”

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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.

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