Our Story

Amara Luxe was born from a simple but powerful belief: the most beautiful version of you is the one who is most fully expressed. We were tired of the same five neutral palettes and the same black mascara that every brand kept offering. We wanted more. More colour. More drama. More artistry.

So we created it.

Starting with our now-iconic multichrome pigments — eyeshadows that literally shift colour before your eyes — and expanding into our beloved range of coloured mascaras and high-impact lip products, Amara Luxe has become the go-to destination for beauty lovers who want to make a statement every single time they look in the mirror.

Today, Amara Luxe ships to customers across the globe, has been worn by some of beauty’s most influential creators (including NikkieTutorials), and continues to grow because of one simple thing: our products genuinely deliver. Every pigment is ultra-concentrated. Every formula is tested for wearability and vibrancy. Every product is crafted to make you feel like the most stunning version of yourself.