Kosas Expands Focus on Skin Care, Prioritizing Community

Kosas, a pioneer in “skin-benefitting makeup,” is launching the Plump + Juicy Double Cleansing System on May 1st. This includes an oil cleanser ($48) and a gel cleanser ($38) or as a set for $86. Founder Sheena Zadeh emphasizes high-quality ingredients and a spa-like scent. With the brand turning 10 in October, Kosas is known for marketing makeup that doubles as skincare, proven with clinical validation.

Customer demand has driven the brand’s expansion into skincare, starting with these cleansers, prompted by a strong consumer trust built through their existing products. The marketing approach underscores the importance of double cleansing, a practice popular in K-Beauty but less understood elsewhere.

While this launch will not have the viral marketing of past Kosas products, it focuses on long-term loyalty. The brand will promote through influencers and experts, offering the cleansers exclusively on their website, with a trial set available for $35. Despite rumors of a potential acquisition, Zadeh insists that this launch aligns with the brand’s DNA and ongoing story.