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.[caption id="attachment_10960103" align="alignnone" width="200"] Mehrbano Sethi[/caption]“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 added the markets where Luscious has grown are very price-sensitive. “A $9 lipstick is expected to perform and feel like a $30 lipstick without cutting any slack for the lower price point,” she added.Sethi also decided to forge into the U.S. as the market opens up to global brands. “The recent rise of independent beauty brands including K-beauty brands, and the way American customers are engaging with them, was a sign that the time is right to introduce Luscious Cosmetics to a new audience that is open to discovering new products and brand stories,” she said.Luscious, by design, will debut online only from the company’s web site. “We want to find our customers, create a connection with them and grow our presence before partnering with other online retailers, followed by brick-and-mortar retail,” she said. “Another factor that gives me pause before seeking retail partners is the rapid launch and disappearance of in-house beauty brands that is taking place in a bid to cash in on what is perceived as the beauty ‘bubble.’ I believe we need to establish credibility before we open more sales channels,” she explained.[caption id="attachment_10960105" align="alignnone" width="300"] Camera Powder[/caption]That said, she does have an eye on pop-up stores and visibility at makeup trade shows along with influencer collaborations.Her vegan positioning is key as that demand expands in the U.S. “The vegan aspect of our products came through in the early development stage when I was creating our first formulas. Our target customers in South Asia and the Middle East had a pronounced sensitivity to animal-derived ingredients whether it was because they wanted halal products or because they were vegetarian,” she said.It was also a personal motivation, but it made product development a challenge. “I had to dodge many ingredients, including beeswax — which most manufacturers don't even consider as a non-vegan ingredient — carmine and lanolin, leading to unusually long development times for new product formulas,” Sethi noted. “Being vegan paid off in the long run as more and more customers demand it.”Changes in the beauty business also paved the way for Luscious. “When I was researching the possibility of starting a beauty brand almost straight out of college in 2004, contract manufacturing was not easy for small, independent businesses — unlike the extreme ease today of creating an eponymous or private beauty brand,” she said. The rise of small quantity fillers and private labeling options has eased the process.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)