If you have ever flown on Emirates and admired the matte red lipstick worn by the cabin crew, it is these gorgeous lip colours that led to an inspiration for a range of matte lipsticks for Danish beauty brand Gosh Copenhagen.

“Inspired by how cabin crew have to endure dry cabin air and long hours of travelling, we discovered that drying lips due to matte lipsticks are a common occurrence and thus Gosh R&D formulated a matte lipstick to cater to this problem, that is moisturising and non-drying for women to wear,” says Reza Ruyan, regional export manager for Gosh Copenhagen at the launch in Petaling Jaya recently.

The result is the Gosh Velvet Touch Matt Lipstick which comes in 18 shades and Kiss Me! Matt Lips in eight shades for the Asian market.

Gosh Copenhagen

A violet shade of the Kiss Me Matt Lip lipstick range.

“From there, Gosh became an international success and it’s sold in over 90 countries. I am very happy to say that this is the first time we are doing such a big launch and Malaysia is the first country we are launching Gosh in Asia,” he says.

“We are very excited to enter Malaysia through Sasa, a beauty chain store that I personally love and patronise, and this launch has been made possible because of an incredible team at Sasa Malaysia who have taught us about the Malaysian culture and people,” he says.

Reza says Gosh Copenhagen is a family business that was started in 1979 by Bo Tjellesen who believed that women deserved high quality, innovative, trendy and cutting-edge cosmetics products at affordable prices.

What makes Gosh different from other makeup brands? “We have our own R&D laboratory and factory. Unlike other brands, we own and operate our own production facility ensuring that every product is perfectly made,” Reza explains.

With their own R&D lab, Reza points out that when Gosh Copenhagen makeup product specialist and trainer Dinna Kaftan comes up with an idea for a new product, she immediately goes to the lab and tells them exactly what she wants and it gets made.

Gosh cosmetics are formulated with natural ingredients where you will find Argan oil in the mascaras, seaweed extract in the foundations and more of nature’s goodness in all its products.

“In 1945 we started out as a pharmaceutical company and Gosh cosmetics is free of perfumes, parabens and cruelty-free. We are aiming to become a vegan brand slowly but surely,” says Kaftan, who has 25 years of experience in the beauty industry.

When coming up with a product Kaftan says she always wants to know what the customer wants and she found that most women want to see immediate and also long term results such as collagen building, minimising pores, minimising fine lines and wrinkles.

“As such, we put skincare ingreedients into our makeup products that have immediate and long term effects. We don’t put ingredients that don’t have any documented effects on skin, so you get so much more from Gosh,” Kaftan says.

One of the key products that Kaftan is very proud of is the Gosh Primer Plus+ Skin Adapter Chameleon – which is the result of Kaftan wanting a makeup product that would make help women look fresh, youthful, conceal imperfections, puffiness, dark circles, wrinkles and fine lines, and is matte.

The product, which can be used by women and men comes out white but when applied to skin it adapts to your skin tone, and can be used alone or underneath foundation for a flawless finish where your skin will be as smooth as a baby’s bum!

Some of the key products include the Prime’N Set Setting Powder, Mineral Powder, Contour’N Strobe Kit, Infinity Eyeliner, Extreme Liquid Gel Eyeliner, Boombastic Crazy Volume Mascara, 9 Shades eyeshadow palette, Foundation Plus+ and #Foundation Drops.

“The Primer Powder is a transparent powder that will conceal without making your face look cakey and is matte so that your makeup lasts all day.

“It comes in a container that has a lock to keep the powder from spilling out. This powder can also be used over your lipstick as a second layer to set your lipstick and have it last longer,” Kaftan says.

Gosh Copenhagen cosmetics are priced from RM19.90 (Matte Lipstick) to RM59.90 (Primer Plus+ Skin Adapter), and available exclusively at Sasa Malaysia stores.