Nabela Noor's Latest Makeup Collab Is All About Self-Love

“I grew up feeling like I never fit in,” says Nabela Noor. “I never could blend in.” So the Bengali-American YouTuber started creating videos with a mission: to make room in the beauty space for those who don’t often have it. Her platform is all about representation of women of different shades and sizes who she feels are typically left out of conversations — and makeup tutorials.

In one of her viral videos, she begins by using makeup to draw hateful words across her face... words she's been called, like “pig,” “ugly,” and “fat.” After giving the audience a moment, she follows up by buffing it all out and replacing the writing with “I love me,” instantly turning the negativity into a moment of self-love.

Fast forward six years later. Noor, now with more than one million followers on Instagram alone, has partnered up with e.l.f. Cosmetics to create her own limited-edition makeup collection–available Oct. 6–and continue to spread her message of empowerment. Inspired by her own family and culture, the collection features universally flattering shades, so there’s something for (naturally) every eye, lip, and face. Each product in the new line features a very Nabela-esque touch, starting with the five-piece brush set in hot pink (a signature bright hue she weaves throughout her social channels). The color, she says, represents owning your girl power and being unapologetically yourself.

Noor often finishes off her look with a pop of shine, which is why her collaboration with e.l.f. also includes a loose powder highlighter, personally named after her sister Neharika. And the Lip Cocktail Kit, which features a lip liner and hydrating liquid lipstick, comes in “the perfect pinky-nude,” she says, designed to suit almost any skin tone. That one is named after her other sister, Maira.

As far as the packaging, Noor continued to pull inspiration from her personal life. She recounts being bullied growing up for the henna on her skin, a tradition in many South Asian cultures marking special moments. In her own defiant spin to those experiences, she hand-drew all of the henna design work you’ll find on the collection. “I used to think being different was a bad thing,” she says. “I want the world to know being different is a beautiful thing. Embrace what makes you YOU.”

One-size beauty does not fit all, and kudos to Noor for coming up with her own rules. Her collaboration with e.l.f. Cosmetics encourages everyone to play up the features that are uniquely them, and we’re so on board with that. Check out the limited-edition collection on, all Ulta Beauty stores, and by Oct. 6th.

Images: Courtesy of e.l.f. Cosmetics.

This post is sponsored by e.l.f. Cosmetics.