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About Us

Beauty Purists

We sought to create a makeup line that is halal, vegan, and most of all, clean. We wanted to introduce the world to sustainable beauty that brings joy and enhances well-being. Our makeup isn’t intended to mask your natural beauty; it is there to unleash the beauty you already possess. Join us and be a force of nature.

Our Story

Mora means a pearl in Farsi. Like a pearl, we believe beauty is a precious part of a person's day.

Mora Cosmetics is the distilled life work of women who wanted to bring a clean cosmetics line that nourishes beauty, not mask it. Like the beauty of a pearl, we see the beauty that already exists in us all. Rather than complicate a beauty routine, we seek to simplify by offering multitasking high-performance beauty products.



A beauty maven at heart. Born in New York City, a city well versed with beauty, Minara El-Rahman used to stash her mother’s lipsticks in her Hello Kitty purse in grade school. Not satisfied with the limited color palettes of makeup in the 90s, Minara would often haunt beauty specialty stores like Ricky’s NYC for pigments and custom blend her own perfect colors and then sell them. Her mother would tell her to start her own makeup line.

After finishing law school and moving to the Bay Area, Minara was inspired to live a cleaner, more sustainable life. When she tried to find a clean, halal makeup alternative for her makeup, she couldn’t find anything and decided to launch Mora Cosmetics.



Born and raised in California, Jasmine Dayal has always had a passion for the environment. Initially beginning her career in Silicon Valley, she eventually made the jump to working in the beauty industry with Sephora. Sephora further developed her interest in clean beauty and helped lead her to start Mora Cosmetics with Minara El-Rahman. Jasmine has always been very eco-conscious and wanted to see a product that was sustainable, kind, and accessible. With Mora Cosmetics, Jasmine gets to engage in her passion for beauty for all.