ONDA Inside

Sheena Yaitanes

by Cristina Rivera Earl on Dec 14, 2021

Sheena Yaitanes
We read that when you first set out to create your lipsticks, you actually didn't even intend for them to be clean; it just turned out that the clean ingredients are what yielded the best performance. Why do you think that is?
I didn’t set out to build a clean brand, but I was looking for purity and quality in makeup. When we started looking for the most comfy, effective, and lasting ingredients, we realized clean was the only way to go. Makeup is a big opportunity to give your skin the good stuff that supports its essential health every day. We use super nourishing, active ingredients that bring real skincare benefits backed by science.

Have you since become a convert to clean beauty? Why is clean beauty important to you?
For me the decision to wear and make clean products is a lifestyle choice. I compare it to choosing water vs. having soda. It's a personal decision based on overall health and wellbeing, I use ingredients I like and that get me the end result vs. thinking in terms of toxic/non-toxic.

What is one beauty product you can't live without and why?
I don’t go anywhere without Lipfuel - I keep one in my car, my handbag, on my desk - basically, there’s always a Lipfuel within arms reach.
Please describe your morning skincare routine, followed by your evening routine. The people will want to know how to get skin that looks like yours!
I love to use things that are very multi-tasking. I’ll typically use an oil cleanser and then go straight into using the Kosas complexion products because they support my skin health. Revealer Concealer contains hyaluronic acid and caffeine, which hydrates and brightens and Cloud Set setting powder is a baked formula, which means it starts as a liquid where we add active skincare ingredients before it’s baked so the end result is extremely nourishing. For my evening skincare routine, I’m a huge fan of botanical oils. They balance the skin like nothing else, because they give your skin just what it’s craving.  I love doing my nightly skincare routine while watching TV in bed. It’s my happy place. 
Can you share your best wellness hack?
I weave self-care through every part of my life. For my body through exercise, for my mind through books, for my heart through quality time with my family, and for my spirit through friendship. 
What are your rituals to unplug/unwind after a busy day?
After a long day, I have dinner with my family and sometimes I’ll have a glass of wine to unwind. I like to do my nightly skincare routine in bed, usually while watching Friends. 

What would you say is the biggest obstacle you've had to overcome? 

There’s a lot to figure out when it comes to creating a brand. You’re making something where nothing existed before, so there are many systems to develop. But the biggest challenge of all is to give birth to something that is so full of your heart and soul, and then put it out into the world. It can feel revealing and vulnerable, but ultimately it’s the most exciting part.


 What's the best advice you've ever received?
Where it relates to beauty, my mom taught me to be a little careless with dark lipstick. There’s something freeing about the messiness. 
 And last but not least: is there anything new and exciting in the pipeline from Kosas that you can share? 
2022 is going to be a big year for Kosas; we’re releasing a ton of newness that we’re so excited about. 

 

"It’s like a spa day for my scalp."

 

"The blend of chamomile and lavender immediately relaxes my body and mind and rounds out my bedtime routine."

  

 

"The unique AHA blend in the deodorant actually treats my BO instead of

masking it." 

 

SHOP ALL OF SHEENA'S PICKS


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