Draft:Luscious Cosmetics
Pakistani cosmetics company
From Wikipedia, the free encyclopedia
Luscious Cosmetics is a cosmetics company founded in Pakistan in 2007. The company produces color cosmetics and has been cited in Pakistani and international media in the context of the growth of locally founded beauty brands and the broader South Asian cosmetics market.
Submission declined on 12 January 2026 by Pythoncoder (talk).
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| Submission declined on 12 January 2026 by Timtrent (talk). This draft reads like an advertisement. Wikipedia is an encyclopedia, not a platform for promotion or marketing. Drafts that are exclusively promotional may be deleted without notice.
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Declined by Timtrent 2 months ago.
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The company is distinct from True + Luscious, a separate United States–based cosmetics brand founded later by the same founder.
History
Luscious Cosmetics was founded in 2007 in Pakistan by entrepreneur Mehrbano Sethi. Media coverage in Pakistan has described the brand as part of an early wave of locally founded cosmetics companies focused on developing products suited to South Asian skin tones, at a time when such offerings were limited in the domestic market.[1]
Over the following years, the company expanded its product range and retail presence within Pakistan. In 2015, Dawn reported that Luscious Cosmetics had entered international retail through a presence at Sephora, noting the move as an uncommon development for a Pakistani beauty brand at the time.[2]
A 2018 feature published by Bostonia, the alumni magazine of Boston University, described the company’s expansion beyond Pakistan and reported that its products were sold in multiple international markets by the late 2010s.[3]
Products
Luscious Cosmetics produces makeup products including lipsticks, face powders, foundations, blushes, and beauty tools. Independent media coverage has primarily discussed the brand in terms of its market positioning and distribution rather than individual product performance.
Related ventures
In 2019, Sethi founded True + Luscious, a separate cosmetics brand based in the United States. Industry trade publications have covered True + Luscious in the context of the independent beauty market, including its retail distribution strategy, financing model, and approach to clean-beauty positioning.[4][5]
Trade publication Cosmetics Business described the launch of True + Luscious as part of a broader rise in indie beauty brands targeting niche consumer segments.[6]
Founder
Mehrbano Sethi is a Pakistani entrepreneur in the cosmetics industry. In addition to founding Luscious Cosmetics in Pakistan, she has been profiled in international media for her later work in the United States beauty market. In 2021, Forbes published a profile discussing her experience developing True + Luscious and her approach to product formulation and brand positioning.[7]
See also
- Cosmetics industry in Pakistan
- Indie beauty brands
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