About Us

Our Story

Alira Beauty was created from a love of makeup and a belief that beauty should never feel exclusive.

We believe makeup is more than a product. It's a form of self-expression. It's creativity, confidence, experimentation and individuality. Whether you love a soft everyday look or something bold and unapologetic, beauty should be a space where you can be yourself without judgment.

From the very beginning, Alira Beauty has been built with people in mind. Not just as customers, but as individuals whose voices, experiences and ideas matter.

Our Philosophy

The beauty industry often tells people who they should be. We believe beauty is at its best when it helps people become more of who they already are.

At Alira Beauty, there is no single definition of beauty, no right way to wear makeup and no expectation to fit into a mould. We celebrate individuality, creativity and self-expression in all its forms.

We believe everyone deserves to feel seen, welcomed and represented, because beauty should never be limited by trends, labels or expectations.

Our Promise

Every Alira Beauty product is thoughtfully created with quality, integrity and accessibility in mind. Our products are cruelty-free, vegan, gluten free and designed to help you express yourself with confidence.

But our commitment goes beyond the products themselves.

We are building a brand that listens. A brand that values feedback. A brand that grows alongside the people who support it. As Alira Beauty evolves, our community will continue to play a role in shaping what comes next. From product ideas and improvements to the future of the brand itself.

Because beauty isn't just about what you wear.

It's about feeling comfortable being yourself.

And that's something worth celebrating.

About Our Founder

Hi, I'm Soraya — the founder of Alira Beauty.

For as long as I can remember, makeup has been a part of who I am. But growing up in the Netherlands, I quickly realized that the traditional education system wasn't built for people like me. There were no real paths for aspiring makeup artists — no higher-level programs, no serious recognition of creative careers like mine. I didn't fit into the boxes school tried to put me in… and honestly, I was never meant to.

That's where Alira was born — out of a love for makeup, a longing to feel seen, and a desire to create something that celebrates being different. I enrolled in an allround makeup artistry course at Glamour International Academy in The Hague, and while building this brand, I worked hard — both creatively and financially — to bring my vision to life. It wasn't easy. The costs were real, and juggling everything wasn't always glamorous. But the moment I held the first lipstick with my logo on the packaging… I knew it was all worth it.

I chose to launch with lipstick because, to me, no makeup look is complete without it. Lipstick is power. It's expression. And I personally love a good matte finish. The four shades I created — two bold, two nude — are designed to offer something for everyone. Because this brand isn't just mine. It's yours, too.

Alira stands for luxury, uniqueness, and confidence — with a name that feels elegant and different, just like the people I create it for. I want this to be more than a beauty brand. I want it to be a safe space where weird is a compliment, not an insult. A community where we lift each other up, listen, and grow together.

Let's build something beautiful — together.

With love,
Soraya