Masaba Gupta launches her first cosmo-wellness collection

New Delhi: Indian fashion designer Masaba Gupta has launched her first cosmo-wellness collection 'LoveChild'. The line features a number of high-performance colour cosmetics, skincare, and wellness products.

All products are created with shades complementing all skin tones and indigenous traits. It is also formulated to work for all age groups. The products are also created with sustainable and effective global ingredients. They are also clean, vegan, gluten-free, and cruelty-free.

Masaba says LoveChild is a term that has been woven into her destiny since birth and now it is time to weave that destiny into a brand. "LoveChild is a celebration of the mindset that believes in beauty as much as it does in overall wellness, both mental and physical."

She added that she has looked at the term "LoveChild" negatively over the years and now she has decided to make it into something positive. Masaba wants to create a brand that would resonate with individuals who have been labelled all their lives.

The jokingly bright packaging of the brand is developed with empathy at its core intended as an expression of self-love. Known for quirky designs, Masaba's cosmetic line also caters to a market that values diversity in self-expression.

The first phase of the brand's launch has introduced an eclectic mix of rich lip colours, liquid lipsticks, nail paints, facial mists, intimate wipes, and calming oils. The goal is to bring "an idyllic and fanciful" world to life. Gupta calls them skin-vestments created to fill the gap between cosmetics and skincare.

The A-list designer wanted to keep LoveChild accessible for young millennials as well with an offering starting at Rs 100.

She said the endless selection of liquid lipsticks with signature Masaba aesthetics and matte lipsticks that can give saturated colour in one stroke are curated for the vanity of people of all ages. The entrepreneur added that the classic nail paints will allow the nails to breathe and be healthy.

Speaking about wellness products, she said the anti-anxiety oil is enriched with lavender. The skin glow face mist will protect the skin's natural barrier and acne control face mist will zap annoying zits on an important day.

She added that all products are designed to easily fit into everyday lifestyles.