A Natural Approach to Beauty

Mora Cosmetics was born from necessity. After being told to avoid traditional cosmetics during her high-risk pregnancy in 2015, cofounder Minara El-Rahman sought natural alternatives for makeup. As a makeup enthusiast, she was disappointed to find that clean beauty products on the market were not high-performance. To honor her Muslim heritage, she also found that halal cosmetic options were lacking. She decided to start Mora Cosmetics to create a halal, clean, vegan beauty line that was in line with her values of ethical working conditions, small-batches to ensure high-quality product, and sustainable practices to protect our precious planet and resources. 

Shortly after she decided to start Mora Cosmetics, Minara met Jasmine Dayal. Jasmine wanted to create a beauty line that was simplified and streamlined. She wanted her passion for the environment to be reflected in the beauty products she used and to create a kinder brand: one not built off of the suffering of animals. Concerned with climate change, Jasmine felt it was especially important to have a product that aided rather than hindered sustainability efforts.

Together, they both wanted to create makeup that enhanced the beauty of each person; not mask it.
They want to unleash the power of beauty inside each of us. Let's work together to unlock the force of nature in each of us.

Be a force of nature.


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.