By now, a lot of people know Kosas’ story: a clean line of makeup products created with a zero-waste philosophy in order to simplify and minimize cosmetic essentials. Sheena Yaitanes, the founder of Kosas, started with just four lipsticks (which snagged a win in Byrdie’s Eco Beauty Makeup Awards 2019). After later launching cream blushes, bronzers, powder duos, and tinted face oil (a favorite among beauty editors and consumers alike), the brand continues to expand its product offerings. And today, Kosas is releasing a new product: 10-Second Eyeshadow.
The launch marks something very different for the brand. Yes, there are many key elements of the Kosas ethos present: clean beauty, skin-caring makeup, eco-friendly design. But, the boldly impactful colors and shimmers are something that Kosas' fans have not seen before.
The 10 Second Eyeshadow is a water-based, fast-drying formula with a doe-foot applicator that comes in 8 shades. The packaging is reminiscent of that of a lip gloss. The fluid component is meant to minimize creasing and give a washed effect with high-impact color. Kosas calls the shadow “skincare for your eyelids,” due to the jojoba oil and galactoarabinan (a plant-based hydrating antioxidant).
The directions are simple: “Shake well before use. Sweep over clean, dry lids and blend with finger, doe-foot, or shadow brush to the desired color.” I travel a lot, so brushes and shadow palettes always take up most of the room in my makeup bag.
Upon looking at the clear tube filled with fluid, I was trepidatious. I’ve never put purely liquid color on my eyelids (at least not on purpose), so I wasn’t sure what to expect. In the packaging, the colors separate in suspended water, so like a glow stick, shaking vigorously before use is a must. The tints blended together, and I could see clearly what color was going to be on my eyes. I’m used to pressed pigments and high-intensity shadows applied with a surgeon’s precision, but I have a fond naiveté for new products and formulas, especially with brands I have a real love for.
Perfectionists beware: founder Sheena Yaitanes explains to me that her 10 Second Eyeshadow isn’t for those seeking exactness, “[It’s] about letting go of skill, perfection, and technique, and embracing the joy of color. It’s a liquid, so you almost have to surrender to it. It’s the reason people choose watercolor as a painting medium, and why we are drawn to the end result. Its beauty is in its freedom. Let the color drip where it may."
Without using primer, I swiped the doe-foot applicator straight from the tube. My lids felt wet. I quickly padded the product in with my finger, and it dried almost immediately. The pigment is intense, and the coverage is buildable. Most importantly, it does dry as quickly as it promises.
The pigment is intense, and the coverage is buildable. Most importantly, it does dry as quickly as it promises.
While there is some transfer with the glittery shades, the whole ethos of the product is about fighting off perfection. In the vein of effortless summer glam, this quick, easy shadow definitely speeds up my routine, and it even inspires me to take on a relaxed attitude with my makeup (at least a little).