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