Indie Beauty Profile

Mehir Sethi, True + Luscious

By Deanna Utroske

- Last updated on GMT

 Indie Beauty Profile Mehir Sethi, True + Luscious

Related tags Indie beauty profile Indie beauty clean beauty women in business

In her Indie Beauty Profile Mehir Sethi, CEO of True + Lucious, shares insight into how she launched and led a new color cosmetics brand to $1m in sales during COVID-19.

True + Luscious is one of many indie brands, which simply by existing, illustrates how yesterday’s beauty intrapreneur can become today’s entrepreneur and build businesses that disrupt the industry from a whole new angle. Here, Mehir Sethi shares notes on the beginnings of a color cosmetics brand that she plans to lead into high-volume omnichannel success.

Name: ​Mehir Sethi, CEO and Founder

Indie Beauty Company: ​True + Luscious

Launched: ​May 2020

Headquarters: ​Los Angeles, California

Cash flow: ​I own 80% of the business. No funding yet. And, we passed $1 million in sales in 2020, our first full year of operations, despite the COVID-19 pandemic. (Read more about how Sethi has been financing her brand’s growth here on Beauty Independent.​)

Indie how? ​To me, a beauty brand qualifies as indie if it is independently owned and operated by entrepreneurial founders.

Teamwork: ​7 employees, 3 full-time, 4 part-time

Distribution: ​True + Luscious  is sold across the US through Amazon and on our website​.

Years in beauty: ​15

Years at True + Luscious: ​3

Entrepreneurial experience: ​I created one of the world’s first all-vegan beauty brands in 2007, which was recently acquired by a retail conglomerate. My career in the global beauty industry spans 15 years as a beauty brand founder, an advocate for cosmetic safety and product development consulting for some of the world’s most recognized color cosmetics brands.

The business: ​True + Luscious is a clean, wellness-focused beauty brand with a range of makeup and skincare essentials powered by botanicals. Our mantra: Good. Clean. Glam.

The wow-factor: ​Clean formulas that support and nourish your skin.  All-vegan and cruelty free with a minimum packaging philosophy.

The consumer: ​Clean-conscious consumers looking for skin-friendly alternatives to their everyday essential beauty products.

Milestone moment: ​Our products being used by makeup artists on their celebrity clients. It is the best possible endorsement of a beauty brand’s product quality and performance!

Advice for fellow beauty entrepreneurs: ​Develop your own proprietary formulas with a clear idea of who your target customer is.

Just one: ​My go to product is our Flowerdose Lip & Eye Serum​. I use it daily and carry it everywhere to de-stress and hydrate my lips and eye area.

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