Luscious Cosmetics, one of Dubai’s favourite make up brands, is hitting shelves in the USA today! The cruelty free and vegan brand has been a Middle Eastern hit since the company’s inception in 2007 and it has finally made it’s way to America. Despite rivalling some of the best cosmetic brands out there in terms of make up quality, each item is reasonably priced and will only set you back around $20.
Mehrbano Sethi, Luscious Cosmetics founder, is pretty excited to get her products over to the states. ‘I have wanted to enter the US market for years’ says Sethi, ‘but as an independent beauty brand, it took some time for us to grow organically around the globe and create enough inventory for the largest beauty market in the world.’
Sethi’s path into cosmetics actually started in the USA when she was a college student in Boston. Frustrated that she and her friends couldn’t get the variety of make up shades necessary to compliment a wide range of skin tones, Sethi began to take matters into her own hands. ‘It was the late ’90s, and although we wanted matte, bolder shades, drugstore beauty brands largely carried lots of pale and sheer colors. I used to mix lipstick shades together to de-stress at the student union premidterms.’ she admits.
The entrepreneur believes that a multicultural approach to make up is part of what makes her brand so unique commenting that ‘Luscious Cosmetics brings a multicultural, truly international perspective to beauty. Our product development team is spread over three continents. We have been vegan and cruelty-free since we launched, before it was trendy to do so, and most importantly, our pricing is affordable, taking into account all these additional features.’
Many make up brands refuse to test on animals, but often don’t identify whether their items contain animal products or not, which can make make up shopping a bit of a minefield for vegans. Brands like Luscious Cosmetics make it much easier to source cruelty free, vegan products without having to compromise on quality.