• LaunchedJanuary 2021
    FoundersAinara Kaur and Akaljyot Kaur
    Co-InvestorDSG Consumer Partners

Belora produces clean, high-performance, vegan makeup – free from toxins and harmful ingredients. The company’s mission is to create makeup that doubles up as skincare, so that women can wear products, which are not only dermatologically tested, but also good for their skin.

With thousands of products available on the market today, consumers often end up buying makeup high in toxins. On the other hand, completely natural makeup can often underdeliver on performance and pigmentation.

Belora packs in the benefits of skincare into their makeup, with their current product line of lipsticks, moisturisers, kajals and eyeshadows infused with naturally derived formulations. Additionally, their high-performance colours create rich tones that last longer on the skin.

The team at Belora have been working on R&D for the last two years, focusing on finding ingredients that follow strict European and Australian certifications for makeup – the highest standards in the world today.  Belora is now the first MADE SAFE™ certified makeup brand across Europe and Asia. The team also has a BS (Bad Stuff) list of over 2000 harmful ingredients that they commit to never using.

Belora was founded in India in February 2019 by Ainara Kaur and Akaljyot Kaur. Ainara has held leadership roles with Myntra, Ameriprise Financial, Yes Bank and MSL Publicis. Akaljyot has over a decade of experience advising leaders on process efficiencies and operational implementation. She has held key roles in organisations such as MetLife, AllState and American Express. She specialises in strategy redesign, advanced analytics to drive lean and re-engineering models, risk analysis and implementing mitigation techniques such as FLOD and FMEA.