This Hailey Bieber-approved beauty brand is finally coming to Sephora Scandinavia

Globalisation has made most beauty treasures more readily available, but there are still those rare brands we’d willingly trek across continents (or at least harass our travelling friends) to get our hands on. Brands that flood our TikTok feeds, feature casually in celebrity bathroom selfies, and, against all odds, actually deliver on the hype. Kosas is one of those brands.

Founded in 2015 by California native Sheena Zadeh, Kosas soared from an in-the-know indie brand to a beauty superstar within a mere decade, amassing an impressive roster of devoted tastemakers, including both Hailey Bieber and Gwyneth Paltrow. Better yet, it has a flurry of viral beauty products under its belt: Bieber’s famous Revealer Concealer, the effortless BB Burst that comes with glowing recommendations (literally), and the impossibly silky Cloud Set Setting Powder that won’t betray your dry patches. And that’s just within their complexion lineup.

The brand’s inception story feels almost cinematic in its serendipity. Zadeh’s journey began at age 10 in a painting class, where she was captivated by the vibrancy of pigments – an interest sparked by her mother’s work managing makeup counters. It was there that she had a revelation: Why not bring these colours to skin? Years later, after earning biology degrees, nurturing her artistic passions, and struggling to find lipstick shades that complemented her olive complexion, Kosas was born.

And now, finally (emphasis on finally), you’ll no longer need to beg favours from overseas friends or risk questionable shipping fees as Kosas has officially landed at Sephora stores throughout Scandinavia. And the timing couldn’t be better, either, given the current Scandi-girl beauty renaissance taking TikTok by storm. The ‘Scandinavian Makeup Tutorial’ trend (43 million posts and counting) might be new to BeautyTok, but let’s be real: we need no tutorial in the Nordics. What we do need is Kosas, which flawlessly fits into our minimalistic yet glowy routines – giving a whole new meaning to the phrase “you, but better.”

What started as Zadeh’s quest for the elusive ‘your lips but better’ lipstick has today evolved into an entire line of innovative, skin-loving formulations. Kosas is known (and loved) for featherweight textures, perfectly balanced pigmentation, and clinically proven formulas that hydrate, brighten, and rejuvenate the skin. Think: sunscreen doubling seamlessly as primer, blushes that hydrate as much as they flush, and peptide-infused lip treats designed specifically to smooth, soften, and secretly plump those pesky little lines.

Let’s just say that we’ve already filled our Sephora shopping carts to the brim.