KARACHI – Luscious Cosmetics has launched FreshLabs, a Korean skincare brand developed through a joint venture with a South Korean laboratory, marking the company’s entry into Pakistan’s skincare market after nearly two decades in the beauty industry.
The company said FreshLabs combines Korean skincare technology with products tailored to Pakistan’s climate and common skin concerns, including acne, pigmentation, dehydration, uneven skin texture and a weakened skin barrier.
According to Luscious Cosmetics, the new brand aims to make Korean skincare more accessible to Pakistani consumers by offering products designed for local needs at competitive price points.
Founder and Chief Executive Officer Mehrbano Sethi said the company was seeking to replicate its success in the cosmetics segment by bringing Korean skincare innovation to the local market.
“With Luscious Cosmetics, we proved Pakistani makeup could compete with the world’s best brands in makeup. FreshLabs is the same concept applied to skincare — world-class Korean innovation, built for our skin concerns, climate and price points,” she said.
Founded in 2007, Luscious Cosmetics is a Pakistani beauty brand that has expanded into international retail markets. The company said its FreshLabs launch collection includes a jelly cleanser, facial serums targeting acne, hydration, pigmentation and skin radiance, a water-gel moisturiser, acne patches and an exfoliating face mask.
