A beauty launch built on tension, attraction, and the power of audience obsession.

Rob Rausch is stepping further into the beauty space, this time teaming up with Kosas to front its latest launch: Lip Pulse.

Fresh off his previous campaign moment with MAC Cosmetics, the The Traitors star continues to build an unexpected presence within the industry, one that leans as much on personality as it does on product.

Kosas

For this release, Kosas shifts away from traditional campaign formats, tapping into a more emotionally driven narrative. Inspired by social media’s current fixation on “yearning,” the visuals lean into anticipation and attraction, positioning Rausch as the center of that tension. The result is a campaign that feels less like a product push and more like a mood.

At the core of it all is Lip Pulse, a high-impact lip plumper designed to deliver fuller-looking lips with a glassy finish. The formula creates a subtle tingling sensation while aiming to nourish the lips without the heaviness or stickiness often associated with similar products.

Available in six shades, the product balances performance with wearability offering a polished, high-shine look that fits seamlessly into everyday routines.

Kosas

With this campaign, Kosas leans into cultural relevance, building a narrative that connects product, personality, and the emotional cues driving online engagement.

Lip Pulse retails for $25 USD and is now available via the brand’s website.