Pakistani vegan cosmetic brand expands to the US

Pakistan-based makeup and skincare company, Luscious Cosmetics, has just expanded to the US market.

Founded in 2007 by Mehrbano Sethi, the company specialises in making vegan cosmetics which are tailored to excel in the hot climates of Asia and the Middle East: Everyone in the Asia Pacific region responds positively to the product because it settles smoothly with their skin types.

“Since the climate and the type of skin remains predominantly similar in the region, the product responds extremely well,” said Sethi.

Now, just ten years after starting as a grassroots company, the Luscious brand has broken into the US market, after great success throughout Asia.

Before making the giant leap to being made available in the US, Luscious products were stocked in stores in the United Arab Emirates, Hong Kong, Malaysia, Singapore, Australia and the Philippines, as well as in over 400 locations in its native Pakistan.

The US headquarters for the brand is located in Beverley Hills, CA, also home to the likes of Ellen DeGeneres, Jennifer Lawrence and Lionel Richie — so Mehrbano Sethi is definitely doing something right!

Of course, the brand has new lines for its US customers, as the existing products were tailor made for Asian skin and climate; for example, their new Daredevil range of lipstick comes in 18 different shades.

All Luscious Cosmetics products bear the Leaping Bunny logo, which certifies that they are cruelty-free.

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