Pakistani brand Luscious Cosmetics has secured a space on Sephora’s shelves. The nine-year-old brand is currently stocked by Luxola – now owned by Sephora – and is popular among South Asian consumers.

“Luscious is popular within the South Asian expat diaspora. Everyone in the Asia Pacific region responds positively to the product because it settles smoothly with their skin types,” Founder Mehrbano Sethi told Images. “It was always on the cards to take the product international and this has been a great breakthrough for the company. Since the news came to us, our primary agenda has become to not only develop new products for the international market but also develop new ways to set it apart.”

The brand is hoping that its Camera range will do just that, appealing to the selfie generation thanks to its built-in photo filter technology, evening out skin in photographs. The brand is also planning to relaunch its liquid lipstick line, Lip Couture Melted, in 10 matt and six glossy shades as well as open a New York office to aid its global expansion.