Kosas pioneered skincare-makeup hybrids with real actives, with Tinted Face Oil and Air Soft Blush anchoring major Meta paid-social scale.
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See all ads on AdLibrary →Kosas is a Los Angeles clean beauty brand founded in 2015 by Sheena Yaitanes. Its skincare-makeup hybrids—including the Tinted Face Oil and Air Soft Blush—contain active skincare ingredients that improve skin with wear. The brand is available at Sephora, Nordstrom, and direct-to-consumer.
Kosas runs one of the most data-driven paid social programs in the clean beauty space. The brand tests high volumes of UGC and influencer creative in Meta auctions, iterating on skin-health benefit messaging against performance metrics. Hero product ads for the Tinted Face Oil lead with active ingredient claims (niacinamide, jojoba, rosehip) before transitioning to finish and coverage messaging. The dual skincare/makeup positioning gives creative writers two proof points per ad. Explore their ad creative at AdLibrary.
Facebook and Instagram are Kosas's primary growth channels with substantial paid investment. Video creative showing blendability and skin-texture results performs best. Carousel ads compare before/after with and without product. Retargeting sequences use testimonial and review content, with Sephora bestseller social proof as a conversion closer.
Copy themes: (1) 'makeup that makes your skin better'—active ingredient benefits during wear; (2) clean formulation without efficacy sacrifice; (3) 'skip the extra skincare step' convenience messaging; (4) shade range and blendability for all skin tones. Tone is confident and benefit-dense without feeling like a clinical white paper.
Kosas cracked a difficult brief: making ingredient claims for makeup feel credible rather than gimmicky. The key was leading with specific actives and percentages (not vague 'enriched with vitamins' language) and supporting claims with dermatologist validation and visible skin-texture results in creative. The lesson: functional benefit claims convert better when specificity replaces superlatives.
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