Dubai-based vegan cosmetics line hits the US

By Simon Pitman contact

- Last updated on GMT

Dubai-based vegan cosmetics line hits the US

Related tags: Lipstick

Indie beauty brands Luscious Cosmetics has made the leap into the huge US markets, after expanding rapidly thanks to its focus on a vegan cruelty-free colour cosmetics.

The US headquarters is in Beverly Hills, California, from where the brand is aiming to expand its reach in the US market with its range of lipsticks, eye shadows, mascaras and blushers that all bear the Leaping Bunny cruelty-free logo.

Launched in 2007 by Mehrbano Sethi, the brand has now expanded its reach beyond the Dubai market to reach markets worldwide, and is currently stocked at Sephora stores in Singapore, Hong Kong, Malaysia, Pakistan and the Philippines.

Ahead of its time in the Middle East

The brand has been vegan and cruelty-free since its launch, making it one of the first of its kind in the Middle Eastern market, but also something that gave it a head start on the competition in this fast growing niche.

According to Sethi, the company has been aiming to enter the US market for years, but as a smaller independent brand it had to wait until it had a achieved the right size to make the leap.

Now the company has reached this point, it also believes that this is the right time to enter the world’s largest cosmetics market, specifically because indie beauty brands that platform diversity and multi-culturalism are all the rage.

Targeting women of colour

The company officially entered the US market on August 10th​, where it will be available online and in selected stores nationwide, targeting women of colour.

The company has continued to innovate, introducing new lines that underline its highly international influences, combining Asian, Middle Eastern and Western elements, to name a few.

Most recently it launched the Heartbreaker lipstick, a range of matte full coverage colours that also combines a lip treatment. They are available in 18 different shades, that include Daredevil – a shade of black/dark gray, and Poet – a unique orange/pink shade.

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