Luscious Cosmetics

Luscious Cosmetics is a Pakistani makeup and skincare company founded in 2007 by an entrepreneur, Mehrbano Sethi. The company sells beauty products through retailers, like Luxola and Sephora, in 11 countries around the globe.

Luscious Cosmetics
IndustryCosmetics
Founded2007 (2007)
FounderMehrbano Sethi
Headquarters
Lahore
,
Pakistan
Area served
Worldwide
Products
Number of employees
500 (2018)
Websitelusciouscosmetics.pk

History

Luscious Cosmetics was founded online in 2007 by Mehrbano Sethi, an undergraduate university student. Born in Lahore, Pakistan, Sethi obtained a degree in International Relations in 2000 from Boston University. Then, she returned to Pakistan and continued to promote her newly launched brand.[1][2][3][4]

Products and marketing

Luscious Cosmetics offers six different lip products (including different types of sticks, glosses, primers, and liners) in up to 15 different colors. Eye shadows, eye primers, mascaras, eyeliners, blushes, concealers, face primers, foundations, highlighters, contours, powders, and palettes are also manufactured.[5][6][7][8]

After being sold through Luxola, Luscious Cosmetics gained a place at Sephora in 2015.[9][10][11] Now it is available from Sephora, Luxola, and other retailers in Hong Kong, Malaysia, Philippines, Singapore, and Pakistan. Later, in August 2017, it was launched in the United States too.[5][12][13][14][15]

Presently, the company has offices in Los Angeles, Dubai, and Lahore, as well as a staff of 500 employees.[16]

Cruelty-free cosmetic

Luscious Cosmetics claims to be an all-vegan and cruelty-free brand with no testing on animals. The company is also a member of People for the Ethical Treatment of Animals (PETA).[2][13][17][18]

Donations

In 2019, Mehrbano Sethi, the CEO of Luscious Cosmetics, announced a donation of $100,000 worth of beauty products to the charity organizations like Beauty Bus, Family to Family, and Project Beauty Share.[19][2]

References
  1. Haines, Anna (27 May 2021). "How One Entrepreneur With PCOS Uses Clean Beauty For Confidence". Forbes.
  2. "Here's The Real Story Behind The Rise And Rise Of Luscious Cosmetics, Pakistan's Premier Beauty Brand". Mangobaaz. Retrieved 19 February 2022.
  3. Saeed, Mehek (2019). "Luscious Cosmetics rebrands to True + Luscious".
  4. Aamir, Samra (26 February 2013). "Designer wear and nail polish go hand in hand". The Express Tribune.
  5. Bateman, Kristen. "Dubai's Cult Favorite Makeup Brand Luscious Cosmetics Is Coming to the U.S." Allure. Retrieved 19 February 2022.
  6. "THE BUSINESS OF BEAUTY". The News. Retrieved 19 February 2022.
  7. Saira Agha, Saira (30 October 2017). "What Pakistani women really need are reliable and certified beauty products". Daily Times.
  8. "Luscious Cosmetics Launches Zodiac Packaging". Beauty Packaging. 27 August 2018.
  9. "Sephora takes Pakistan's 'Luscious Cosmetics' global after witnessing Luxola success". Cosmetics Design - Asia. 2 December 2015.
  10. Shapouri, Beth (1 December 2015). "Meet Luscious, the Newest Cosmetics Line Set to Hit Sephora Stores". Glamour.
  11. Sibtain, Momina (11 December 2015). "Mehrbano Sethi's Luscious Cosmetics goes global with a presence at Sephora". Dawn.
  12. Levinson, Lauren (9 August 2017). "Dubai's Hottest Vegan Makeup Line Just Launched in the US — Here's What to Buy!". Popsugar.
  13. "Let's make-up". The News. Retrieved 19 February 2022.
  14. Pevreall, Katie. "Dubai's Favourite Vegan Make Up Brand Arrives In The USA". livekindly. Retrieved 20 February 2022.
  15. Therese Batt, Marie (18 August 2017). "Vegan makeup brands in the U.S. can now include Luscious Cosmetics". blasting news.
  16. "Luscious Cosmetics Creates Makeup Shades for All Women". Bostonia. Retrieved 19 February 2022.
  17. "15 Best Pakistani Makeup & Cosmetic Brands". Desiblitz. Retrieved 20 February 2022.
  18. "Luscious Cosmetics". Peta.org. Retrieved 20 February 2022.
  19. "Luscious Cosmetics Donates More Than $100k Worth of Products". Beauty Packaging. 21 August 2019.
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