Our Vision

When Noor first started, the beauty industry had pretty set ideas on what girls and women should look like. But Noor had its own ideas, too. Noor believed that beauty was a person’s source of joy, comfort, and self-esteem. It was about what you liked about yourself and what made you feel good. Noor's beauty products were designed more for a daily ritual of self-love rather than the false promises of slimming and anti-ageing that the industry often promoted. Noor didn't want to create products to make women look a certain way but to help them be the best versions of themselves.

Noor was founded with an activist heart. It's what gives us our unique purpose and drive for social change. As a true advocate for feminism and human rights, Noor is built on empowering women and girls with every product and every business decision, striving for equality and creating opportunities for women through our Community Fair Trade programme. Principles some label as ‘feminine’ – inclusivity, collaboration, and compassion – are the foundation of our brand.

Noor is rooted in activism, and our history of campaigning began in 1986. Noor teamed up with Greenpeace on the Save the Whale campaign to fight the cruel practice of whaling, promoting jojoba oil as a substitute for sperm whale oil, which was widely used in cosmetics at the time. We started big. We started as we meant to go on. Today, we’re a trusted global brand with decades of successful activism behind us, and we’re in a unique position to voice millions of customers’ concerns and take our causes to decision-makers around the world, to secure long-term positive change.