Since 2019
Beauty that's bold and kind
We started Allure in a tiny studio with one big idea: makeup should never make you choose between high-impact colour and clean, cruelty-free formulas. So we built a brand that refuses to compromise on either.
Allure exists to make bold, clean, kind beauty that lets everyone wear their confidence out loud.
We started Allure in a tiny studio with one big idea: makeup should never make you choose between high-impact colour and clean, cruelty-free formulas. So we built a brand that refuses to compromise on either.
Every shade is developed and certified without a single animal test — no exceptions, no fine print, ever.
We obsess over ingredient lists so you don't have to, blending high-performance pigments with kinder, vegan ingredients.
Beauty belongs to every skin tone and every mood, so we build inclusive ranges that actually have your colour.
From the first pigment swatch to the final glide test, every Allure product goes through dozens of rounds in our lab before it ever reaches your bag.
We partner with formulators who share our standards, so the colour you fall in love with online performs exactly the same on your skin all day long.
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Mara SolèneFounder & CEO
Priya AnandHead of Product
Devon RhysLead Makeup Artist
Lena OkaforSustainability LeadJoin 100,000+ people who made Allure their everyday ritual. Free shipping over $35 and 30-day returns.