Sephora takes Pakistan's 'Luscious Cosmetics' global after witnessing Luxola success

By Michelle Yeomans

- Last updated on GMT

Sephora takes Pakistan's 'Luscious Cosmetics' global after witnessing Luxola success

Related tags Luxury good Southeast asia Asia

Pakistani brand Luscious Cosmetics, highly popular with South Asian consumers, has secured a space on Sephora’s store shelves after LVMH snapped up online platform Luxola, where the range has been in high demand in the last two years.

Entrepreneur Mehrbano Sethi's colour cosmetics range - renowned for catering to diverse skin tones, will be stocked in Sephora's Australia based stores this month and then rolled out in other countries around the globe throughout 2016.

Luscious is popular within the South Asian expat diaspora. The Asia Pacific region responds positively to the product because it settles smoothly with their skin types​. It was always on the cards to take the product international and this has been a great breakthrough for the company," ​Sethi told website,

As it plans to conquer global markets, the ambitious founder says the brand will relaunch its liquid lipstick line; 'Lip Couture Melted', introduce a built-in photo filter technology and powder that evens out the skin for photographs, and open a New York office.

Sephora became aware of Luscious' success on acquiring Luxola

After raising over US$15 million in funding from investors, Singapore-based e-commerce platform, Luxola was snapped up by global luxury goods corporation, LVMH back in July., which has rapidly become a serious contender in online cosmetics retailers in Southeast Asia, was bought for an undisclosed amount which the company CEO, Horowitz-Burdick says will enable the brand to take its 'vision forward'​ with 'greater market reach'.

The e-commerce retailer launched just over four years ago and specializes in masstige and luxury international brands.

"Investing in Luxola is a unique opportunity to penetrate the online beauty market and accelerate Sephora’s growth in Southeast Asia​,” Anne-Véronique Bruel, president of Sephora Asia told regional publication Tech in Asia.

E-commerce in Asia is a valuable investment for international players - if done in the right way. Recognising the challenges in this arena, beauty retailer Sephora also turned to e-mall, 'Jingding' recently, to extend its reach.

According to Bruel, the partnership is a global first for the retailer and will offer Jingding shoppers exclusive and new cosmetics. 

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