Delora Jones is a cruelty-free homegrown beauty label hailing that has entered the booming beauty industry. Helming the label as the Director and CEO, Delora Immaculat thrives to build a category of products and to be the first Indian color cosmetic brand to compete in the international market space. She successfully debuted her premium luxury beauty brand in early 2021 with a limited-edition Molten Bronze eye shadow palette that is cruelty-free and 100 percent recyclable. Delora spoke to TMM about her journey in the world of makeup and the launch of her beauty label.
Can you tell us how you got interested in makeup?
I’m naturally a creative and artistic person and I’ve had a passion for makeup ever since my childhood days. Since my childhood, I have always admired how beautiful these actors look and I always thought maybe the magic lies in the lipstick. I used my red crayon as my first lipstick then and this somehow convinced my mom to get me an actual lipstick at the age of 7. Being from a Christian Orthodox school, where makeup was considered taboo, I still managed to sneak in with lipstick and eyeliner. Make up has always been an additional boost to my confidence level.
What was the idea behind starting this luxury beauty brand?
One of the most driving factors for me to start this brand was traveling. Through that, I came to know how much the beauty industry has evolved in western countries and I wanted to see that awe-inspiring change in India and I questioned myself. What if I create a brand that blends the right amount of quality and creates a luxe experience with every touch of the product? And there we have it now!
There are so many luxury beauty brands in the market today and the consumer has so much choice. What is the USP of Delora Jones?
‘A neutral palette with a lot of drama.’ Ninety-nine percent of the brands out there have a neutral palette in their line which can be used for only daily occasions. However, doing a glam or an editorial 
or even an Indian bridal look with them will be impossible. Well, at least until we brought out our Molten Bronze palette you can go for a meeting with it or you can go to a party. Have this one palette in your vanity and it will be enough for any eye makeup game. I would say this is a Next-Generation neutral palette and you can expect the same futurism in our upcoming products as well.
You debuted with the Molten Brown eyeshadow palette. Can you tell us a bit more about this product? Why did you start with these particular shades?
Our first launch is a warm neutral eye shadow palette with a splash of glam to it. In fact you can use this palette for both daily occasions and glam looks. I’ve invested two years of my time in the formulation of the product in a way that it is so easy to use and the shades will blend themselves, 
effortlessly. The colors like the browns, burgundys, purples will look flattering on Indian skin tones and they are perfectly put together in this palette, to complement with the highly pigmented metallics, duo-chrome, iridescent toppers and pearls and this innovation does not stop with only the shades but also our exquisite packaging which took longer than usual to craft and we used very unique technology to create that melting metal design on the palette.
Delora Jones is a cruelty-free brand. Can you explain how you are ensuring that?
As a brand with humane values we don’t support animal testing, that is why our research team followed other alternate and effective methods of testing which ensures the safety standards. To name a few different alternative tests, which makes the product cruelty free with quality assurance are Vitro Testing, Silico Testing, and Human Volunteers.
What are the other products that Delora Jones plans to bring out?
We have an exciting line-up of products from all categories on our road map.
What are the retail and expansion plans for the brand?
As of now, we retail through our website. We also have plans to expand our retail option to other beauty E-Commerce platforms. We’re expecting to go international by 2023.
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