Luscious Cosmetics is as enticing as it sounds. By definition, the word "luscious" means sexy and rich — and that's exactly what Dubai-based entrepreneur Mehrbano Sethi achieved when she created the brand. But there's a catch: even though the makeup battles some of the most expensive picks on the market, it's all affordable ranging around $20 a piece. And after developing a following in the Middle East, it's finally launching Stateside on Aug. 10.
"We are thrilled to finally be in the US!" Sethi told POPSUGAR. "I have wanted to enter the US market for years, 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. Also, with the rise of homegrown, independent beauty brands and a new focus on diversity and multiculturalism, we feel it's the perfect time to introduce ourselves as a brand whose DNA is modern, global, beauty."
Luscious Cosmetics features beauty essentials like the perfect mascara for naturally curled lashes, a brow pencil so longwear you could run a marathon with it on, and a contour kit that takes the guessing out of the intimidating technique. Everything is housed in chic black packaging with a touch of kitsch. Think MAC Cosmetics meets Benefit.
Sethi explains what makes her line so unique: "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. We are quirky and believe in the timelessness of glamorous packaging and the sheer joy of applying makeup. There is a definite South Asia meets Hollywood flavor to our formulations: they're built to look fabulous but tested to withstand extreme humidity and heat."
What makes Sethi's story so interesting is that the brand combines her family heritage with her own need to create. She started Luscious Cosmetics in college, giving budding brand owners hope. "I have been obsessed with makeup and beauty products since I was a toddler, marveling at (and wreaking havoc on!) my grandmother's dresser full of powder compacts, lotions, and lipsticks," she said. "As a college student in Boston, I often reverse-engineered lipstick and foundation shades to suit my friends' varied skin tones. 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. Later on, faced with the question of starting a business where I could do what I love, makeup was what I chose. Luscious Cosmetics was launched in 2007 with a quirky, fun approach to makeup, but with user-friendly products that give serious results."
Ready to take a deep dive and learn more about the brand? Keep reading for the top 10 Luscious Cosmetics products to buy and quotes from Sethi on how to use them.