Girls in the Beauty Department

Meet Luscious, the Newest Cosmetics Line Set to Hit Sephora Stores

Start thinking of things that rhyme with "gorgeous" now—Sephora has found the next makeup brand you'll want to write poetry about. Luscious, a line with a cult following in the Asia-Pacific region (where it sells 1.2 million units a year) has just been picked up by Sephora stores in Australia and is set to roll out to other locations worldwide within the next six months. But before it lands here and suddenly start to pop up in your face every five seconds, allow us to explain why fans are so into their products. First, it's all about catering to tricky skin tones—the line is based on colors for Asian and Middle Eastern ladies, a sector that's been underserved in the past. The products are paraben-free with no petrochemical ingredients, and they don't melt up to 150 degrees Fahrenheit. So if you're in a hot climate or tend to leave your makeup bag in your car, you've just found a safety net. Another plus for some consumers: They use no animal ingredients, not even beeswax, which is a big win for Muslim, Hindu, Buddhist, vegetarian, and vegan folks. And the pigments are rich but blendable, which makes their contour palette a

All products are independently selected by our editors. If you buy something, we may earn an affiliate commission.

Start thinking of things that rhyme with "gorgeous" now—Sephora has found the next makeup brand you'll want to write poetry about. Luscious, a line with a cult following in the Asia-Pacific region (where it sells 1.2 million units a year) has just been picked up by Sephora stores in Australia and is set to roll out to other locations worldwide within the next six months. But before it lands here and suddenly start to pop up in your face every five seconds, allow us to explain why fans are so into their products.

First, it's all about catering to tricky skin tones—the line is based on colors for Asian and Middle Eastern ladies, a sector that's been underserved in the past. The products are paraben-free with no petrochemical ingredients, and they don't melt up to 150 degrees Fahrenheit. So if you're in a hot climate or tend to leave your makeup bag in your car, you've just found a safety net. Another plus for some consumers: They use no animal ingredients, not even beeswax, which is a big win for Muslim, Hindu, Buddhist, vegetarian, and vegan folks. And the pigments are rich but blendable, which makes their contour palette a major seller. This all adds up to why, according to WWD, the company is ranked as one of the fastest-growing cosmetics brands in the world by the Arabia500 index.

This isn't the only way Sephora has been making news recently. They've recently launched a new concept store and set up a new niche program highlighting smaller brands you might have come across before. That's one of the things we love about the store: It's constantly finding new ways to win our hearts.

A few of the Luscious products we hope make it to our shelves:

The Face Contour Kit:

The Glamoreyes Kit:

The Ather Shahzad Master Lipstick Palette:

The 7-Piece Essential Brush Set:

Want to know what's trending in beauty now? Check the Lipstick Index: