Luscious Cosmetics has introduced Korean Skincare brand FreshLabs in Pakistan. The new launch marks the company’s first major move into the skincare market after spending 18 years building its reputation in the local beauty industry.
The company said FreshLabs was developed through a joint venture with a leading Korean laboratory. The partnership combines Korean skincare research and innovation with Luscious Cosmetics’ understanding of Pakistani consumers, local weather conditions, and common skin concerns.
The launch comes as more people in Pakistan are showing interest in Korean Skincare products and routines. Many consumers are looking for skincare solutions that offer visible results while remaining affordable and suitable for local skin types.
FreshLabs has been designed to make Korean skincare easier to access for a new generation of Pakistani customers. The product line focuses on common skin issues, including acne, dullness, dehydration, pigmentation, uneven skin texture, and weakened skin barriers caused by environmental stress.
According to Luscious Cosmetics, the new brand combines a direct Korean supply chain with years of K-Beauty expertise. The goal is to offer skincare products that meet international standards while addressing the specific needs of Pakistani users.
Mehrbano Sethi, Founder and CEO of Luscious Cosmetics, said the company successfully proved that a Pakistani makeup brand could compete with international names. She added that FreshLabs follows the same vision by bringing Korean skincare innovation to products designed for Pakistan’s climate, skin concerns, and price expectations.
Founded in 2007, Luscious Cosmetics has become one of Pakistan’s leading beauty companies. Over the years, the brand has expanded its presence beyond the local market and gained international recognition. It is also the only Pakistani beauty brand to have products available through major global retailers, including Sephora Asia, Amazon, Riley Rose, Look Fantastic, and Noon.
The FreshLabs launch represents a new chapter for the company as it broadens its focus beyond makeup. By entering the skincare category, Luscious Cosmetics aims to meet the growing demand for products inspired by Korean beauty trends while keeping them relevant for Pakistani consumers.
The first FreshLabs collection is built around the slogan, “Good Skin Har Din!” The range includes a Matcha Melt jelly cleanser, Hydrabounce water-gel moisturizer, acne treatment dots, and a 5-Minute Facial exfoliating mask. It also features targeted serums designed to help with acne, hydration, skin glow, and pigmentation.
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With the introduction of FreshLabs, Luscious Cosmetics hopes to strengthen its position in Pakistan’s beauty market. The company believes its combination of local knowledge and Korean Skincare expertise will provide consumers with effective products that are both accessible and tailored to everyday skincare needs.
