Sheena Yaitanes


Sheena Yaitanes, founder of cosmetics brand Kosas, juggles more than lipstick, meetings and all things beauty on a regular basis. As a mother of two living in LA, she's also balancing family, personal time and traffic. On a typical day, she might spend the morning with her daughter, take her to school, work on product development and anything else that needs tending to regarding the business, practice yoga and grab a smoothie with a friend. Evenings are generally family time. The queen of hustle says one of her favorite parts of her job is naming the shades of lipstick based on their personalities, like Stardust, Undone, and Royal—just a few of our personal favorites.