kosas.com
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Kosas: The 90s Makeup Revivalist
How a $19M-funded brand is redefining 'clean beauty' with a nostalgic twist
Kosas isn't just selling makeup; it's selling a time machine back to the glossy, unapologetic 90s, but with a 2024 ingredient list. While most clean beauty brands preach minimalism, Kosas embraces the 'extra'—blurring the line between skincare and pigment with a cult following that's grown to 300k+ monthly visitors.
"Kosas proves that 'clean' doesn't have to mean 'boring'—it's the anti-minimalist movement in a $50 jar."
The Nostalgia Goldmine
Kosas has mastered the art of Y2K beauty revival. With keywords like 'kosas concealer' (11.2K monthly searches) driving 38% of their organic traffic, they've tapped into a specific aesthetic: high-shine, high-coverage, high-sensitivity formulas. Their $19M funding has been poured into R&D led by Chief Chemist Irina David, creating products that feel vintage but perform like lab-grade skincare.
The Cult of the 'Skin-First' Consumer
Kosas targets the 'skincare freak' who refuses to compromise. With a direct traffic share of 50%, they've built a brand so strong that customers type 'kosas' directly into browsers. This isn't just brand loyalty; it's dependency. The 273-employee company has scaled to $7.5M in revenue by serving a demographic that views makeup as an extension of their skincare routine, not a mask to hide behind.
The tech stack reveals a brand that's modern but pragmatic. Using Tailwind CSS and Splide for performance, they prioritize speed and UX. However, the 2.2/5 Trustpilot rating (based on just 20 reviews) suggests a disconnect between product hype and customer satisfaction—perhaps a symptom of rapid scaling or a polarizing product experience that love-it-or-hate-it loyalists can't agree on.
- Dominates 'kosas' keyword with 29.5K monthly searches—owning their brand name is table stakes
- 50% direct traffic indicates exceptional brand recall and repeat purchase behavior
- Backlink profile of 33.5K suggests strong PR and influencer partnerships in the beauty space
Kosas is the anti-anti-aging brand
While competitors push 'ageless' messaging, Kosas celebrates texture, shine, and the messy joy of 90s beauty—proving nostalgia sells when you make it feel new.
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Kosas Cosmetics - Makeup for Skincare Freaks
Clean, comfy & clinically tested makeup that improves the quality of bare skin.
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Kosas Cosmetics
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Reviews (20)
Helpful and friendly customer service
I had a few questions and issues with my order, and the customer service replied with helpful information and solutions within 48 hours on business days. Very satisfied with the service I received, I would definitely recommend this website
I have always had a great experience…
I have always had a great experience ordering from Kosas. When I didn't like an item one time, they gave me an immediate refund and I was told to keep the item anyway.
I bought the skin-improving foundation…
I bought the skin-improving foundation SPF 25 and it’s been ok so far, my skin doesn’t break out. It’s too oily for me though! And the smell isn’t pleasant! It’s not bad but for the price I’d expect it to be better!
Not outstanding makeup and skin benefits haven't panned out
I'm still using their LipFuel, which is one of the best lip balms I've found. But otherwise I've recently gone from using all Kosas makeup and body products (while honestly never really being satisfied with their performance in terms of effects or lasting application) to replacing all my Kosas products with other options because I've found there's simply better out there now under the "clean" umbrella. I don't get the sense that Kosas is improving their offerings in a competitive way to keep up for "skincare freaks", to quote from their slogan. Even if it was disappointing for me and a sign to shop around (in addition to all the concerning product reviews I've noticed on their site over the past year with pictures of breakouts that have made me feel uncomfortable reordering products), it makes sense that Kosas discontinued the subtle tinted face oil that had brought me onboard as a customer years ago as they lean into products that provide more coverage and their strong suit, which is and probably always has been color options in my opinion. At best I can say Kosas hasn't detracted too much from my skincare other than the body wash being overly drying for me, but their products also haven't really worked to both serve their purpose *and* enhance my skincare (e.g. their deodorant was less irritating than other options but I'm unsure it was better than not wearing deodorant), and their existing makeup line doesn't resonate with me and my more-is-less goals. Only the lip balm has really impressed me with visible effects and been hard to beat (although I have found one significantly more expensive product that's improved my skin in a sustained way rather than me needing to swipe to see a difference). I think the brand slogan could more honestly be 'Healthier products for makeup enthusiasts', which could be OK at a lower price point. Kosas might be less expensive than other "clean" skincare-oriented brands, but it is not inexpensive. Kosas does have great initial color options and easy skin tone matching, which made it easy to stick with them for years out of convenience, but I haven't found their makeup application to be outstanding — so, for me, if the skincare piece doesn't hold up, there's no reason to keep using Kosas once you find another color match. Now that I've put the effort in to find and try other options, I've confirmed my customer experience with Kosas has been mediocre.
Rubbish Customer Service, Great products!
I am a repeat customer of Kosas skin revealing foundation. My recent purchase of it, the lid has broken meaning I cannot press down to close, otherwise, the foundation spills out. I contacted Kosas Customer Service, who apologised and then asked for proof, I forwarded 3 very clear pics of the faulty bottle. Following my submission of this I chased my query again, I was then asked to supply proof of purchase - which isn't necessary considering I have supplied details of their faulty goods. Over a week and am still awaiting an outcome to a simple query! All I want is a replacement NOTHING MORE, OR LESS! This is not a complex, lengthy, unreasonable or unrealistic problem to sort. Not a great customer service experience, which is a real shame as I really do love the products of which I have several across the range. Less stalling please, more SORTING!
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About kosas.com
Clean, comfy & clinically tested makeup that improves the quality of bare skin.
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Technology Stack
kosas.com uses 25 technologies across their website including Font Awesome, Google Fonts, hCaptcha, HSTS, AWS CloudFront, Cloudflare, and more.
Fonts
Font Awesome, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Cloud & Hosting
AWS CloudFront, Cloudflare
Email Marketing
Klaviyo
Advertising
DoubleClick Floodlight, TikTok Pixel, Google Ads, Facebook Pixel
Customer Support
Zendesk
Traffic & Audience
kosas.com receives approximately 302.8K monthly visitors and ranks #131,584 globally. The website has a bounce rate of 41% with visitors viewing an average of 3.6 pages per visit. Users spend an average of 2:05 on the site.
The majority of kosas.com's traffic comes from undefined, undefined, .
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