How do you spend the initial moments of your morning? The morning is the perfect opportunity to center yourself and prepare mentally and physically for the day ahead. With around 25,000 mornings in our adult lives, it's essential to make each one count. In our Wake Up Call series, we explore the morning habits of inspiring individuals to help cultivate our own AM routines. Up next is Sheena Yaitanes, founder of a renowned makeup brand.
There's something magnetic about Sheena Yaitanes. Known for creating a unique and stylish makeup line, her allure goes beyond appearance. She transitioned from studying biological science to business school, dabbled in art, competed on MasterChef, and even explored acting before establishing one of the pioneering clean makeup brands from her LA residence, which continues to be the Kosas headquarters.
Yaitanes embodies the essence of a cool-girl—intelligent, striking, and approachable—always inviting others to join in her joyful adventures. Her commitment to making everyone feel their best reflects in the Kosas brand's core values. She prioritizes community just as much as product quality, which explains the brand's passionate following—myself included!
So, naturally, we were thrilled when she agreed to share her morning routine. When not busy mixing hues or creating skincare formulas, Yaitanes finds joy in reading, enhancing her yoga practice, or spending time with her daughter—activities that nourish her spirit. Read on to uncover the details of this trailblazing founder's morning rituals, and if you haven't yet, be sure to check out her podcast chat with beauty icon Bobbi Brown, detailing her journey from a garage startup to a global sensation.
A typical day looks like this…
It kicks off with coffee and wraps up with a family dinner. That's the only constant. The rest varies daily, but it always involves plenty of Zoom calls.
On her wake-up time…
I typically rise around 7 am. I dream of eight hours of sleep, but since Covid, my sleep has taken a hit.
On her first wake-up action…
Checking my phone, even though I know I probably shouldn't.
On her morning routine before work…
My pre-work routine is quite consistent. I open the curtains, drink lemon water, have celery juice, and enjoy a cup of coffee. Showering is my favorite part; it's where I do my best thinking.
On how her routine has evolved during quarantine…
I'm very much rooted in my rituals. I still enjoy my coffee and quiet time in the morning, spend about 20 minutes getting ready, and then follow my calendar. I'm focusing on easing my expectations for myself.
On her breakfast choices…
I usually have a cup of coffee with hemp milk and gluten-free granola.
On her morning media habits…
I scroll through Instagram and emails for quick updates on life and work. I've also recently become hooked on Clubhouse, spending my mornings exploring different 'Rooms'.
On her book recommendations…
Care of the Soul by Thomas Moore is a favorite.
On her nightstand essentials…
Water and my phone.
On her getting-ready soundtrack…
I prefer silence.
On her morning fitness routine…
Yoga is my first love. I practice vinyasa twice a week. A couple of years ago, I added a more intense weight training routine, which I now do at home twice weekly. Group fitness isn't really my thing.
On her beauty routine from start to finish…
I keep my mornings straightforward—shower, hair, makeup, and outfit in less than 20 minutes. My skincare is minimal with just two to three steps. I cleanse with Holifrog, mist with Youth To The People, and moisturize with Circumference. My everyday makeup is minimal—fresh skin, defined brows, and a natural lip.
Right now, I love using Revealer Concealer and Cloud Set Baked Setting + Smoothing Powder for a light, blurring coverage, along with Wet Lip Oil Gloss in Jellyfish, my secret for looking good on Zoom. I wash my hair every three to four days and style it with a flat iron for smoothness and waves.
On her daily outfit choice…
I opt for comfy sweatpants paired with soft tops. Comfort is my lifestyle choice.
If she had an extra hour each morning…
I'd spend it reading.
On living a mindful and joyful life…
I incorporate self-care into every aspect of my life—exercise for my body, books for my mind, quality time for my heart, and friendships for my spirit.
On her recipe for success…
That's a complex topic; it's more like a blend of experiences.
Sentence Finishers:
I always leave home with… Kosasport LipFuel
If I had more hours in the day, I would… spend them with my daughter
Healthiest morning habit… celery juice
Worst morning habit… scrolling through my phone
One thing I wish to be known for is… empowering women in their makeup journeys
The three qualities essential for success are… Love. Will. Curiosity.
Bath or shower? And what's your favorite product? Shower. I'm always trying new things.
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