Our Story - Allure

The Journey of Allure started with a hand full of experience in the e-commerce industry and ample keenness towards the beauty industry. Allure strives to thrive a balance between e-retail and the beauty industry, where you can shop clutter-free, authentic beauty products just a click away.

Allure to us is “Akarshan” that beauty creates,

Allure to us is craze,

Allure to us is style,

Allure to us is Charm,

Allure to us is beauty in every individual.

We are here to bring a revolution in the e-beauty industry with our best-in-class service clubbed with hand-crafted product assortment to cater to all beauty needs.


The beauty industry has come a long way in India and is undergoing massive restructuring, huge number of brands are entering Indian Market along with innumerable new entrants from India itself. Allure works as per the need of the Indian sense of beauty keeping in mind our culture, beliefs, and definition of beauty, bringing new trends from around the world which are accepted by our Indian Customers.


Whenever you wish to buy beauty products first thought that comes to your mind should be Allure.


We are constantly working on building our luxury portfolio of partner brands; we are constantly modifying and applauding new trends in the beauty industry. We have everything on board to suit every individual beauty need.


Allure with its high-end tech platform specialized in taking brands direct to consumers across India; manifests to create incomparable customer experiences built with the insights and data decoded through our high-end technology and expertise. We are leading the online beauty movement by widening access to premium beauty and empowering men and women worldwide. Dedicated to delivering the very best in beauty, we also have an onsite blog led by our team of experts. Whatever your beauty concern or question, we have a bank of educational content to help you look and feel fantastic.

Our customers are our world. We strive to exceed expectations with our customer service by offering speedy delivery times, fantastic communication across all channels, and an enjoyable shopping experience. We love to hear what you think of us, our products, and our service, so why not review products you've tried, and give a 'Like' to the products you'd love to get your hands on!

who we are

Started in 2018, with Just 1 Brush Set and A passion to perform.

Allure’s expert range of professional makeup brushes & tools give you that perfect makeup look you desire.

The Brands high-performing makeup brushes & accessories not only look beautiful and of premium quality, but are also considered among the best in the industry.

Allure is a Listener and problem solver, developing improved beauty for you every day needs, helps us in growing with more than 170 SKU’s including Household range and professional range of makeup accessories & tools.

In 2022, with an inclination towards beauty products and an entrepreneurial mind set, Allure was transformed to a multi brand e-commerce website, providing wide range of branded products under one platform which offers a shopping experience in itself, with the best in industry offers. We lure our customers with authentic products, with best price point with an added benefit of best in class service and delivery expectation to be fulfilled without disappointment.

When we created the brand, we saw an opportunity to offer high quality brushes at competitive prices. We also identified a need to put together a functional brush set that would allow you to achieve a full face of makeup with just that one set. It was an instant hit and we continue to create quality products unlike anything else in the industry to solve your everyday beauty problems.

Allure’s expert range of professional makeup brushes & tools give you that perfect makeup look you desire.