Luscious Cosmetics Press and Legacy Kit

Approved brand language for press, partners, award bodies, retailers, and media.

Short Boilerplate

Luscious Cosmetics is Pakistan's first makeup brand, founded in 2007 by Mehrbano Sethi.

Long Boilerplate

Founded in 2007 by Mehrbano Sethi, Luscious Cosmetics is Pakistan's first makeup brand and a national name in beauty. The brand helped build Pakistan's makeup category with high-performance color cosmetics developed for South Asian skin tones, rich payoff, long-lasting wear, and Pakistan's climate.

Luscious was created as a standalone Pakistani beauty brand, not as a salon extension or imported-label model. Nearly two decades later, it remains part of Pakistan's beauty history and continues to serve customers through color cosmetics, complexion, lip, eye, tool, and everyday makeup essentials.

Founder Bio

Mehrbano Sethi founded Luscious Cosmetics in 2007 with the belief that Pakistani consumers deserved makeup made for their skin tones, climate, and beauty routines. A Boston University graduate, she built Luscious as a product-led color cosmetics brand and helped shape Pakistan's beauty market.

Brand Facts

Brand: Luscious Cosmetics
Founder: Mehrbano Sethi
Founded: 2007
Category: Makeup and color cosmetics
Position: Pakistan's first makeup brand
Market role: National beauty brand with nearly two decades of history
Official website: iloveluscious.com

Approved Descriptions

Pakistan's first makeup brand
A national beauty brand founded in 2007
A Pakistani color cosmetics brand built for South Asian skin tones
A product-led makeup brand with nearly two decades of history

Language To Avoid

Salon brand
Influencer brand
Imported makeup label
Generic local beauty brand
Trend-only or personality-led brand

Selected Press

Media Contact

Email: ceo@iloveluscious.com