4 days Ago By hams.saleh
DUBAI: Clean beauty brand Kosas has officially entered the Saudi market, offering a range of skincare-focused makeup products. Founded by Sheena Zadeh, Kosas, now available at Sephora Middle East, prioritizes skin-nourishing ingredients, a mission the founder feels deeply resonates with the Saudi market. “Saudi Arabia is such a vibrant, emerging market with a rich beauty culture,” Zadeh told Arab News, adding that over the years, she has seen a growing demand from the Middle East for clean, high-performance beauty products.
“Saudi Arabia is at the forefront of this trend,” she said. “For us, it’s about more than just expansion; it’s about connecting with a culture that values authenticity, quality and a holistic approach to beauty,” Zadeh said. In preparation for its Saudi debut, Kosas chose a range of products aligned with local beauty needs.
“We curated our lineup with universal favorites and regional needs in mind,” Zadeh said. This lineup includes bestsellers such as the Revealer Concealer, the Cloud Set Baked setting powder, and the BB Burst Tinted gel cream moisturizer. “(The setting powder) helps achieve that lasting, natural matte finish ideal for the warm climate,” Zadeh said, adding that the tinted moisturizer is “perfect for those looking for lightweight hydration with coverage.
” Kosas also plans to connect with the Saudi community by staging workshops and events focused on clean beauty and skin health. “We’re very committed to education and empowerment in the beauty space ..
. we believe that beauty should feel effortless and enjoyable, so our educational initiatives will focus on simple, effective ways to incorporate Kosas into daily routines. We’re really excited about this,” Zadeh said.
Zadeh said her own roots influenced Kosas’s mission: “I’m Middle Eastern myself and I’ve always felt deeply connected to the region’s beauty philosophy. “At its core, Kosas has a holistic and layered approach that aligns with the depth and tradition of Middle Eastern beauty philosophies,” she added. “Kosas was born from a deep passion for clean beauty that’s effective, fun, and makes people feel good in their own skin.
Our journey started with a desire to create makeup that doesn’t just sit on the skin but works with it.”.
