Kosas Founder Sheena Zadeh on How to Make Your Makeup Last All Day

Skimm Her Life is a series in our weekly newsletter, Skimm Shopping, where smart women share their favorite things.

Sheena Zadeh is the founder of Kosas, one of our go-to brands for easy lip products, deodorant that’s undetectable, and the best tinted sunscreen. She’s here to share some everyday tips, her favorite products, and more. Sheena, take it away…

Name three Kosas products you always keep in your bag?

Hotliner, Wet Lip Oil Gloss, and Plump + Juicy Lip Booster.

For our readers that are new to Kosas, what inspired you to start the brand and what products should they start out with?

I struggled with sensitive, acne-prone skin and the endless cycle of makeup making my skin break out more. Kosas was born for people like me, who have sensitive skin but don’t want to sacrifice for great makeup. Three must-haves to start: Revealer Concealer, BB Burst Tinted Gel Cream, and Cloud Set Brightening Powder.

What’s your current favorite lip combo?

Hotliner in Beyond and Wet Lip Oil Gloss in Unbuttoned. It’s my natural lips but in a fantasy.

Tips for our readers who want their makeup to actually last all day?

I like to build my base in thin layers and blend each one down before moving to the next one. I start with Plump & Juicy Spray-On Serum and pat that into my skin. Then, I blend in DreamBeam SPF 40 PA++++ in Sunlit, which also has a priming effect. Next, I start with a very small amount of Revealer Foundation and only apply it where I need it. I start with my fingers and then I use the Revealer Blender to finish tapping it into my skin. I usually apply two very thin layers, followed by one or two thin layers of Revealer Concealer. I finish with the key step for makeup longevity, Cloud Set, which is a fine setting powder. I use a large powder brush, and I really press the powder into my skin.

What are the most underrated products from Kosas?

We have a lip balm called LipFuel that very few people know about. But the ones who know, really know.

Are there any makeup trends for 2025 that you’re loving?

Makeup doubling as skincare will continue to grow. I also see this idea of having a good relationship with your beauty routine continuing. It’s an intentional time in my day, and it’s a way I express and take care of myself.

Name an unexpected makeup hack you turn to often.

Learn your face. If you take the time to deeply understand the structure of your face, not only will you learn to appreciate all of your intricacies, but you will be able to go into autopilot each time you do your makeup — which can serve as a self-loving meditation.

Your favorite Kosas product under $25?

Hotliner. It’s a smooth, retractable lip liner that comes in the prettiest shades and makes lips look plump and defined. I never leave home without it.