Motivated by shoppers heightened awareness around hygienic makeup testing, clean beauty brand Kosas is introducing an at-home, try on program to aid in the customer discovery experience in a post-pandemic world. The goal, the brand said, is to create an alternative solution that streamlines online makeup shopping in an easy, frictionless way.

“Shopping for makeup online can feel like a very unsupportive experience. Brands have tried to overcome this by offering digital tools – virtual try-on, virtual consultations, virtual livestreams – but the reality is that no virtual experience can replace the IRL experience of trying makeup on,” explained Sheena Yaitanes, Founder, Kosas. “We decided to leverage digital to make it easier for the customer to try the makeup on from home, versus trying to solve a very physical thing with digital. We want to support customers by giving them confidence in their purchase from home – risk-free.”

The program, Kosas Try Outs, soft launched in late April and offers consumers the ability to buy samples and receive site credit for every dollar spent to use towards future purchases. Consumers can choose individual cards ($3 to $5), or starting May 21, they can purchase the “Take The Site Home Kit” ($35), which includes a selection of the Kosas product line for experimenting with shades, textures and finishes. The site credit is emailed immediately after ordering and remains redeemable for up to 20 days after purchase. The program will be fully integrated into the site experience, and also lean heavily on paid social advertising for acquisition.

“Kosas had an extremely strong year in 2020 in the tough makeup category, more than doubling our business across all channels. We are not able to share the brand’s sales revenue, but we are one of Sephora’s top growth brands in makeup and seeing growth far above both the makeup category and clean makeup category trends,” said Sheena. “We believe that demand is returning to the makeup category as consumers return to activities they had paused during the pandemic, and we are here for good makeup – not no makeup. We continue to be focused on delivering products that are clean, comfy and clinically proven to improve the quality of your bare skin, while delivering freedom and energy in color that has major performance.”