This week we meet the force behind Luscious Cosmetics, Mehrbano Sethi, creator Luscious Cosmetics – a lady passionate about make up, this entrepreneur has spent the past 7 years researching, developing and analysing make up specifically for Pakistani Skin by engaging a team of international scientists. Launched in 2008, Luscious’ cosmetics use only the highest quality ingredients exclusively for Pakistani women given their specific skin needs, and are not tested on animals and free from animal ingredients – the best part is that the make up itself is affordable. In this issue of The Saturday Post, Mehrbano chats to us exclusively about her background, inspiration and share some fun make up tips for the summer.

Mehrbano Sethi of Luscious Cosmetics

You researched make up for many years before launching your own brand: What motivated you to do so and do you think it was necessary?

It’s true what they say about “necessity being the mother of invention”! I always looked for good quality cosmetics in the local market and was unable to find prettily packaged, well-priced products. Most international brands we buy are formulated for Caucasian skin tones so out of 40 lipstick colours, probably 4 would suit my skin.
I was also outraged by the practice of dumping bad/dubious/expired products in the Pakistani market and I wanted to bring awareness about our rights as consumers to have good products available to us. I think it was very necessary—after the successful launch of Luscious Cosmetics there is great awareness among consumers about what they are putting on their skin and it is not easy to fool women about ingredients, quality and origin of cosmetic products. I think we have created awareness in the market and raised the bar for quality/affordability.

Launching a company so ethically sound in Pakistan must have been difficult – share with us the process of how you went about this? Is there a lot of competition?

When I first conceived of creating a makeup line especially for South Asian skin tones, I was completely immersed in researching colors, product formulas, packaging, and reputable scientists for creating the makeup. As I went along I learned about the controversial practices that are employed by the global cosmetics and pharmaceutical industry. Ingrid Newkirk of PETA (People for the Ethical Treatment of Animals) details these unsavory practices on the PETA website. That is when I started filtering manufacturers based on their ethics regarding animal testing and animal-based ingredients.

Moreover, I always felt that if I could create a brand that offered high-quality products free from the hundreds of toxic ingredients being used by locally available brands, people would become aware and appreciate the effort. And that is exactly what has happened.

Do you have a beauty philosophy?

The philosophy behind Luscious is very simple: Celebrate Your Beauty! Makeup should never mask your personality, it should express who you are. Every one of us has our own kind of beauty and we should enhance our positive features rather than stressing about those we don’t like.

What specifically is it that inspires you with regard to introducing new products every so often?

I’m always on the look-out for new breakthroughs in the beauty industry, and the biggest challenge is to keep the affordability factor in mind when creating them. Luscious Cosmetics started with a capsule collection and I am constantly expanding it as I find new formulas and packaging for beauty products….there are tons of products I want to add to the range, but I am a perfectionist and never release a product into the market unless I’m 100% happy with it.

If you had to share with us your own essential make up and beauty tips what would it be?

The one thing I never leave home without is a good sunscreen, which is why I included the Luscious Protective Whitening Base SPF 35 as the first skincare product in the range. Sun damage is the main culprit in dark spots/patches and pigmentation which so many Pakistani women suffer from.

Makeup removal is another beauty essential. Please take the time to remove foundation and especially eye makeup before going to bed. No matter which products you use, if you don’t remove them properly your skin cannot regenerate itself effectively while you are sleeping.

The most important tip is that you should only use good products on your face—your skin is the largest organ in your body and you must be kind to it. Buy few, but high-quality makeup products so you can avoid exposing your skin to harmful ingredients like lead and other irritants.

What is the most popular make up product from Luscious and why do you think this is so?

All Luscious products are enjoying cult popularity. The Luscious Protective Whitening Base flies off our counters due to its multi-purpose properties (sunscreen, makeup primer and oil-free moisturizer). Luscious Plumping Lip Gloss and lipsticks have been another instant hit. I’ve been pleasantly surprised to see the response to our cruelty-free Brush Set…I receive a ton of emails everyday from customers who appreciate that Luscious brushes are made from premium synthetic fibers instead of animal hair.

Luscious launched with a bang with a glamorous Iman Ali campaign – what can we expect from the brand this Spring/Summer?

The new Luscious Cosmetics campaign will be out soon. I’m very happy with it and I love that we have evolved into a brand synonymous with glamour.

Do share with our reader’s some make up tips for this summer.

The key word this summer is Coral! Peach/coral lip and cheek shades are all over catwalks and beauty pages worldwide. This is great news as these shades particularly suit and flatter Asian complexions. The smoky eye has been here to stay for the past year and has evolved into colored smoky eye looks as well (lilac/purple, lime/moss green, silver/gray).

You have come to be admired in business and industry circles alike for your business acumen and make up quality – is this something that was difficult to achieve?

That is a big compliment! Although Luscious Cosmetics is only one year old, its creation has been a long and sometimes daunting journey. There were many challenges in producing the range and convincing retailers to stock it, but if you’re passionate and determined, things fall into place.

Do you think it is important for more Pakistani women to follow in your footsteps and those of other women entrepreneurs?

Of course. Despite the current situation in our country, I’m very optimistic about the future of our economy and, with a little determination and perseverance, the sky is the limit.

What are you future plans for Luscious?

Now that the brand is established and successful, Luscious Cosmetics will keep expanding into cutting-edge skincare and more innovative makeup products.

Lastly, your message to the readers of The Saturday Post:

Celebrate your Beauty! The most beautiful women in the world are the ones who are comfortable in their own skin.