4 Things You Did Not Know About Luscious
Luscious Cosmetics takes immense pride in being an ethical and value-driven business, spreading love and light around the world. Our core values are cruelty-free and vegan, research-backed formulas, women's empowerment, and community-building.
· Cruelty-Free & Vegan
Luscious Cosmetics is proudly cruelty-free. Our products are never tested on animals. Our products are 100% vegan, containing no animal by-products. We use plant-based ingredients which nourish and repair your skin. Additionally, we avoid parabens and toxic chemicals and conduct extensive lab testing for cosmetic safety. Mehrbano, the founder and CEO, has been on the advisory board of the cosmetics safety legislation on many global platforms.
· Research-backed formulas
Our products are developed and formulated exclusively for our brand by a team of chemists and laboratories worldwide, and are produced to the strictest quality standards. Each product undergoes a rigorous development process, followed by testing by professional makeup artists to ensure top-tier performance.
Mehrbano oversees every step of product development to ensure the highest standards. According to her, it takes about six months to launch a new product from inception to release. New products can undergo six or seven iterations.
· Women empowerment
Founded in 2007 by Mehrbano Sethi, Luscious Cosmetics was created to offer inclusive beauty options, especially for women with darker skin tones. and has paved the way for female entrepreneurs in Pakistan and beyond. The Luscious team comprises 70% women, many of whom play key roles in decision-making. In addition, our founder, Mehrbano, has mentored over 21 women-owned small businesses to success and is passionate about giving back to the community.
The company hires local women in the Middle East, with jobs that offer health insurance. “We train them, so even if they leave us, they have the skills to be able to do makeup and sell anything,” Sethi says. “The job creation aspect is something that really keeps me going, even in my darkest days when I’m in a new market, working 24/7.”
· Community building
Luscious Cosmetics lovingly believes in cultivating and fostering a community of beauty and makeup enthusiasts worldwide. While we’re proudly based in Pakistan, beauty fans everywhere have embraced us, and we’ve been featured in major beauty publications like Allure, Vogue, Marie Claire, Forbes and PopSugar. Our heart swells with joy as we see our homegrown brand connecting with customers from all corners of the world. It is Dubai’s “cult favourite makeup brand” for a reason, after all.
