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Sheena Yaitanes Has Mastered Her Zoom Look

The founder and CEO of Kosas talks therapy, her signature look, and getting it all done.

beauty around the clock sheena yaitanes kosas

Welcome to Beauty Around the Clock, Marie Claire's weekly peek into the daily lives of some of the most game-changing women in their industries. Ever wonder how they get it all done in a day? Here's your answer.


Sheena Yaitanes, the L.A.-based founder and CEO of clean beauty darling Kosas, launched her brand in 2015 with the aim of revolutionizing color cosmetics. Now, it's become an all-natural force to be reckoned with, and Yaitanes is just getting started. Here, 24 hours in her world.

Rise and Shine

Eight hours of sleep is optimal for me, and typical for the most part. I check my phone as soon as I wake up, even though I know you’re not supposed to. My go-to breakfast is some coffee with hemp milk and gluten-free granola cereal.

Morning Maintenance

I spend about 20 minutes on showering, getting dressed, skincare, my hair, and makeup. I use a lot of face oils; one of my favorites is by Flora & Bast. As for my hair, I wash it every three or four days. It's a little frizzy at the roots. If it's unwashed, I fix everything with a flat iron to smooth and give it some wave.

Signature Look

A center part, strong brows, dewy and bronzed skin, and a minimal neutral lip. I've found that my best Zoom hack is a clear lip gloss. I use Kosas Wet Lip Oil Gloss in Jellyfish.

Business Beginnings

I’ve always loved makeup and always wanted to share my discerning opinions on color with others. I felt that the brands I was seeing were overloaded with color options. That’s where it really started for me. If you were to take 100 lipsticks, I promise you 99 of them would be unattractive once applied. This is obviously not what we want makeup to do; we want it to make us look better. Otherwise, it’s better not to wear it. I had this vision of makeup that you could easily navigate, and it started there.

Wellness Practice

I have a lifelong commitment to therapy. I read a lot of books and hang out with friends, and I love vinyasa yoga. With current world affairs, I’m overall being easier on my expectations of myself.

Worth It

I don't use Vintner's Daughter's essence every day, but I love it to have in my arsenal.

Cheap-but-Chic Fave

Gap pajamas! Wearing matching pajamas makes me feel like I have agency in my life.

Bedtime Beauty

I wash my face for five to 10 minutes, then apply toner and face oils. I also put vetiver oil or True Botanicals Stress Relief on my wrists—it helps to ground and is great for sleep.

Finishing Touches

Around 11:30 p.m., I adjust my pillow and put on Friends.


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