In the world of beauty where creativity and passion intertwine, Noor Al-Nafisi has emerged as one of the most prominent young voices redefining the concept of makeup and self-care. With a rich background that blends a childhood passion for cosmetics with a distinctive sense of style, Nour launched her brand, INNR, as a reflection of her deep belief that beauty is as much an internal journey as it is an external appearance.

In this exclusive interview with 3oud, Noor takes us through the milestones of her beginnings, her boundless passion, and her vision for a future that fuses beauty, empowerment, and self-expression.

Tell us about your first experience with makeup.

My first experience with makeup happened in my mother’s room. I would sneak into her cosmetics and try to hide, but she always found me! She loves makeup and is a talented artist, even though she never pursued it professionally. Watching her apply makeup inspired me deeply, and I loved playing with her products.

When you launched your own makeup brand, what vision was behind it? And how did you manage to stand out in a competitive market?

The main drive behind creating INNR was the message I wanted to share. I've always believed that makeup isn't just about the final look — it's about enjoying the moment and caring for yourself. I wanted to encourage everyone to appreciate the time they spend with themselves and to reflect on their inner beauty.

What is your favorite part of the makeup application process?

I cherish the small moments of self-care, even if it's just for a few minutes. It's not always about necessity — it's often about mood. Sometimes I feel like wearing a bold lipstick; other times, I go for soft lashes or a light look. Makeup, for me, is a daily form of self-expression.

What inspired you to enter the beauty world?

Passion. It was my deep passion for makeup that led me on this journey.

Was there a pivotal moment or personal experience that helped shape your brand’s identity?

Yes, when I seriously considered launching my brand, I noticed a gap: there weren't many clean beauty brands offering a professional, studio-quality finish. INNR was created to bridge that gap.

How would you describe your personal fashion style? And how does it influence your brand’s projects and campaigns?

My style is simple yet bold. I love mixing classic and modern elements in unexpected ways. This is very evident in INNR’s brand identity: clean, modern, minimalistic, but powerful and unforgettable.

When creating your campaigns, how does your personal style reflect in them?

I always put myself in the consumer's shoes and ask, "What would I love to see?" I love experimenting and breaking the rules — this bold spirit is clearly reflected in our campaigns.

Why did you decide to launch with a lipstick collection, especially with your unique five shades?

I was thinking about the fast-paced woman — someone who needs practical, reliable products. We started with essentials like lipsticks, lip liners, and lashes. As for the shades, we chose versatile colors that suit any look.

Let’s talk about the jewelry featured in our shoot. What is your personal relationship with jewelry, and how does it complement your vision of beauty?

Jewelry is an essential part of my daily life. You'll never see me without earrings or a ring. Like makeup, jewelry tells a story about the wearer's personality — from the choice of stone to the design — it sends a powerful, silent message.

How was your experience collaborating with Pascal Bruni Jewelry? How do their pieces align with your brand’s identity?

I’m a big fan of Pascal Bruni. I admire their distinctiveness and strong brand identity. Every piece has its own soul. I especially love that the brand supports women's empowerment, which aligns perfectly with INNR’s mission of promoting self-love, self-care, and inner strength.

How has your background in fashion, especially as a former Editor-in-Chief, influenced your approach to makeup?

I believe in balance. If my outfit is simple, I might go for bold makeup, and vice versa. It all depends on my mood. Sometimes, when I’m feeling down, I lean towards bold fashion or makeup looks because I truly believe that looking good uplifts the spirit and transforms the mood.

If you had to choose between fashion and makeup, what would you pick?

I can't choose! They complete each other and are inseparable for me.

How do your cultural roots and personal heritage influence your brand’s identity?

Our culture places great importance on self-care — physically, emotionally, and mentally. This philosophy is deeply embedded in INNR’s soul. We wanted the brand to feel relatable, practical, and accessible, reflecting our culture's love for beauty that's within reach for everyone.

What message do you hope to deliver through your brand?

I want to encourage everyone to dedicate time for themselves daily —even just five minutes. That small moment can make a significant difference in your mood, your day, and your performance. Everyone deserves that self-care moment.

What’s next for you and INNR?

We’re expanding into skincare! We’re currently working on launching highlighters, blushes, and new shades for our lip liners. Exciting things are coming!