The new product series, called Kosas Shiny Objects, uses a wet-pressed powder technology, where wet and dry ingredients are kneaded together “like dough, but not cooked” to retain moisture, so the powder stays pillowy and bouncy while offering a transparent, glistening finish.
“That wet-pressing allows the formula to melt into skin instead of sitting on top of it, leaving the most beautiful glazed, luminous finish. You get a radiance that feels almost lit-from-within because of the way the formula is built from the inside out,” Sheena Zadeh, founder and CEO of Kosas, told CosmeticsDesign-Asia.
She wanted to create a highlighter with the versatility and impact of a liquid but in an effortless-to-use powder format, and one that overcomes typical issues of traditional powders — “too chalky, too powdery, and too glittery”, which mask the skin, accentuate texture, or leave fallout behind.
Like the brand’s other products, Shiny Objects is powered by skin care ingredients, including antioxidant-rich passion fruit oil, to condition and moisturise the skin while enhancing its appearance.
Based on a clinical grading study involving 32 subjects who used Shiny Objects for one week, the product was found to reduce dryness and to improve skin texture and smoothness on bare skin.
“Consumers in Asia are incredibly knowledgeable and creative with how they use makeup. Right now, there’s strong interest in formulas that blur the line between skin care and colour, which is so integral to the Kosas DNA.
“We are seeing products that not only make consumers feel confident about how they look, but also feel comfortable and wearable in humid Asian climates.”
Lively looks in demand
Shiny Objects can be worn on cheeks, eyelids, inner corners of eyes, brow bone, nose, and even collarbones and shoulders. The powder can be layered with cream, liquid or powder, and is easily blended with a brush for a diffused glow or fingers for a high sheen and payoff.
This multifunctionality fits well with what consumers today are looking for, according to Zadeh.
“People want multi-use products like Shiny Objects that can transition from minimal, natural looks to more expressive, artistic finishes, and they care about how something feels and wears throughout the day just as much as what it looks like.
“We’re also seeing a craving for textures and finishes that look alive and luminous rather than opaque or overly matte.”
NPD driven by skin-forward makeup
In 2026, Kosas expects intentionality to rise as consumers continue to demand high-performing formulas that also feel comfortable and good for their skin.
“Long-wearing, adaptive colours will stay important, but that won’t be enough on its own. Consumers will want products that layer well with skin care and other makeup, that are easy to use, and that still respect skin health,” Zadeh added.
She further shared that the brand is investing in complexion and hybrid categories, innovating around texture and comfort without losing performance.
“For colour cosmetics, it means products that adapt beautifully to individual skin tones and deliver product experiences that feel intentional and uplifting. We’ll continue blending smart ingredients with thoughtful formulation.”
Available in five shades, Kosas Shiny Objects will be available from February 4 at selected endcaps in Sephora stores across Singapore, Malaysia and Thailand.
The official launch on Sephora’s mobile app, online and in stores across Singapore, Malaysia, Thailand, and Hong Kong is set for March 11.