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Vegan, Cruelty-Free Beauty Brand From Dubai Bows in U.S.

Dubai is emerging as a major market for beauty innovations coming to the U.S. The latest to come ashore is a fast-growing vegan brand with value pricing.
Luscious was developed 10 years ago by Founder Mehrbano Sethi as a cruelty-free, vegan and long-lasting collection highlighted by vibrant colors. Prices range from $8 for a brow pencil to $24 for a contour kit. Although developed in Dubai with formulas to withstand any climate, the inspiration for the line came while Sethi was a student in the U.S. The brand is now sold in six markets including the U.S., Pakistan, United Arab Emirates, Singapore, Malaysia and Hong Kong.
“I’ve had my eye on the North American market for some time, considering the idea for my brand stems from my time as a student in Boston,” Sethi explained. When she couldn’t find shades to suit her South Asian complexion at drugstores, she set out to create a richly pigmented line that could be sold at an affordable price.

Mehrbano Sethi

“Our pricing philosophy is also an important asset. While not cheap, our products are extremely affordable taking into consideration our cruelty-free, vegan and paraben-free claims as well as eye-catching packaging and innovative product concepts,” Sethi said. She

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