Sheena Yaitanes always knew she wanted to start a beauty brand, but it was an intimidating prospect. She loved makeup, and grew up learning all about it from her mother’s job in the industry. In fact, it was during that time of testing and playing with her mom’s products that she first had the idea to one day make her own. But she also knew that people only get one shot to realize their dreams, so she let that one ruminate for a while.
Instead, Yaitanes went to college to study fine art and organic chemistry, seemingly turning away from her passion. But as it turns out, immersing herself in the details of color and creation only helped her in the long run. By the time she was ready to be at the helm of her own beauty brand Kosas, which started at her kitchen table, Yaitanes understood how shades play with others on the palette of someone’s skin, and exactly how those materials come to be.
Yaitanes’ thorough understanding of her products allowed her to make a breakthrough decision at the time: Her initial four-shade lip color collection would be “clean,” or made from responsible ingredients that would still hold their hue throughout the day. When Kosas launched in 2015, it found a following in women who wanted all-natural makeup with staying power—and they allowed Yaitanes to quickly grow her collection into eyeshadow, blush, lip balm, lip gloss, and an unmistakable favorite in a face oil foundation. It wasn’t long until she had a booming business on her hands. One that has rallied the interest from numerous investors and set her on a track to hit $50 to $60 million in sales. In fact, she’s even being hailed as the Estée Lauder of our age!
In just five years, Kosas has been picked up by goop, Sephora, and Credo as products that are effortlessly flattering yet entirely practical. Yaitanes still has plenty of plans for the road ahead, but until then, she’s happy to be realizing a lifelong dream.
How did you make your first dollar and what did that job teach you that still applies today?
The first place I drove to as soon as I got my license was the local car wash to ask for a job. I learned early on that I had a strong drive to create my own life and that I identified with the idea of a career. My continued dedication to work helps me know that what I’m doing is the right choice for me. An understanding of my own desires helps guide me.
In 2015, you built a beauty brand from your kitchen table in Los Angeles—and I hear your team still work out of your home office today! But take us back to the beginning—what was the lightbulb moment for Kosas and what inspired you to pursue a beauty business after studying chemistry and biology at UC Irvine?
It’s hard to explain, but I had a feeling of knowing that I would start a beauty brand.
How are you making a difference with Kosas and pushing your industry forward?
Making a choice to challenge the norms of makeup formulation was probably something I did because I was new to the industry and didn’t feel trapped by the status quo. To formulate consciously, meaning to choose every single ingredient for a real reason, was a brand-new way of doing things when Kosas started. The term “clean” didn’t exist, the idea of creating a makeup brand that wasn’t based in glam and layering was new, and those concepts have since been adopted and built upon. They’re all shaping the way women shop for makeup today.
Entrepreneurship is all about taking calculated risks. What’s the most pivotal risk you’ve taken, and how did it change your path?
Every risk has been about people, because partnering with someone you’ve only met a few times requires taking a leap of faith. Regardless of how that partnership goes, it tends to unlock a new part of the path.
Going after what you deserve in life takes confidence and guts. Does confidence come naturally to you or did you have to learn it? What advice can you share for women on cultivating confidence and going after their dreams?
Confidence definitely does not come naturally to me, and I think that’s a good thing. I’ve found that confidence goes up and down depending on where you are in your journey. It tends to go down as the complexities of business life start to unfold, and it goes up as those complexities are worked through. Remember that you can go after what you want without initially having the confidence to.
When you separate yourself from your job title and the bells and whistles of your business or career, who are you and what do you like to do?
I’m a person who likes to sit on the floor and make things with my hands. So creativity is always a part of me.
How have you remained true and authentic to who you are and what advice can you share for women who are struggling with that?
I think of authenticity as something to work toward every day, and it’s work that will never be finished. That also means that it’s something that will always have some amount of struggle, and that’s what makes it a worthy pursuit. The fact that you’re struggling is not a sign that something is wrong.
What is your number one piece of financial advice for any new entrepreneur and why?
Be very detailed in your planning! You won’t regret investments made in planning.
It’s easy to celebrate the wins, but how do you handle failure or when something hasn’t worked out for you?
One thing I’ve learned is that success and failure are cyclical—neither one lasts forever. The phrase “this too shall pass” applies to both highs and lows. It’s helpful to remember cycles of failure will be followed by cycles of success.
With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?
At the end of the day, I’m in love with makeup. There is nothing that I would rather spend my time doing. So even though it’s filled mostly with challenges, I know that anything else would be, too. I’m grateful to be challenged by something that I love.
What's the one productivity tip or work hack that truly changed your life?
Scheduling workouts and treating them like meetings. They’re not optional.
What is the #1 book you always recommend and why?
Care of the Soul by Thomas Moore. I believe that having a clear sense of self comes before a clear management style.
If you could go back to the beginning of your career journey—with the knowledge you have now— what advice would you give yourself?
I would remind myself that the beginning is fun, and not to be in such a rush to grow. Enjoy the fun part.
Fill in the blanks:
The best career advice I always give is…
Work is the ability to show up every day and solve problems.
To be successful, you need to be…
Clear about what that word means to you.
The change I’d like to see in my industry is…
A move away from replicating ideas, and instead, a move toward fresh ideas.
My perfect day begins with…
A mini French press of coffee with hemp milk.
The craziest thing I’ve done for work is…
I flew back and forth from Los Angeles to New York City twice in four days!
