Aug 22, 2022
House of Masaba launches Lovechild Beauty cosmetics line
Aug 22, 2022
Masaba Gupta’s fashion and lifestyle brand House of Masaba has launched its own dedicated makeup line named ‘Lovechild Beauty’ in-store and online.
House of Masaba had previously launched a collaborative makeup line with multi-brand beauty retailer Nykaa. Following on from the success of the collaborative line, and as part of Gupta’s wider plans to diversify her clothing label, House of Masaba has now fully stepped into cosmetics.
“Introducing LoveChild - an honest, embracive and playfully-vibrant beauty brand made with empathy at its core,” wrote House of Masaba on its Facebook page to announce the launch. The line’s maiden collection includes lipsticks, lip glosses, and nail polishes in a wide range of bright shades.
The makeup’s packaging features bright, bold patterns to reflect the brand’s vibrant aesthetic. With cartoon pieces of sultana on lipstick tubes and cameras on nail polish bottles, the line has an air of youthful whimsy to it. This is added to by product names such as ‘Gulaab-ish’, ‘Saanwali’, and ‘Din-raat’ among others.
The makeup line is completely vegan and cruelty-free, according to Gupta. The line has launched online with a dedicated e-commerce store, separate to House of Masaba’s e-commerce store, suggesting that further expansion is in the works for the beauty brand.
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