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Sheena Zadeh’s Kosas is the kind of American success story that drives conservatives proud: a founder-built brand that grew from a kitchen-table idea to an estimated $150 million business by finding a real consumer need and answering it. What’s more, Kosas didn’t rely on government handouts or woke grant programs—Zadeh hustled, got a timely boost from Goop, and rode a minimalist makeup movement straight into the mainstream.
This wasn’t overnight luck. Zadeh bootstrapped Kosas with roughly $70,000 in 2015 and turned her science background and hard work into formulas that doubled as skincare — a smart product bet, not a PR stunt. That’s the blueprint conservatives respect: risk, discipline, and a founder’s vision carried out without the safety net of corporate politics.
Kosas’ expansion shows the power of free markets and global demand for quality American products; about 30 percent of Kosas’ revenue now comes from international sales as the brand plants flags from Australia to the Middle East. Consumers, not bureaucrats, decided Kosas was worth their money, and that global reach underscores how competition, not regulation, rewards innovation.
Celebrity attention — from Gwyneth Paltrow’s early support to viral praise from social media stars — amplified Kosas, but the brand stuck because the products worked. When customers vote with their wallets and creators like Hailey Bieber and Kim Kardashian single out a concealer or face oil, it isn’t “influence” that built the business so much as real product performance meeting demand.
Now Kosas is exploring a potential sale in a beauty market that’s hungry for skincare assets, even as deal activity faces headwinds and overvaluation hangovers from earlier years. Smart conservatives should watch these consolidations closely: winners get bought and the risk is that corporate buyers squeeze authenticity for quarterly margins instead of preserving founder-driven quality.
Let’s be blunt: “clean beauty” is part marketing slogan and part consumer preference, but that doesn’t make it bad. What matters is choice and quality, not virtue-signaling mandates from elites. When entrepreneurs build products people love and scale them without government intervention, that’s free enterprise working at its best — and it’s something to celebrate, not scorn.
Hardworking Americans should cheer for stories like Kosas because they remind us what real opportunity looks like: a woman of immigrant heritage who turned a passion and discipline into a profitable company that employs people, expands markets, and offers consumers superior choices. Keep your eyes open as big buyers circle — support founder-led brands and the free market that made them possible.
