Our Brand Story
DeBelle : Empowering Beauty 1 shade at a time
About Us
Welcome to the world of DeBelle, where beauty meets sophistication, and confidence reigns supreme. DeBelle isn't just a brand; it's a journey towards self-discovery, empowerment, and embracing your unique essence.
DeBelle Cosmetix strives to provide the highest quality nail and beauty products, infused with natural extracts, to our customers. Come experience and explore beauty that revitalizes you while being aesthetically pleasing and complete.
The Philosophy Behind Our Brand
DeBelle is more than just a beauty brand; it's a celebration of individuality and self-expression. Our mission is to inspire and empower individuals to embrace their inner beauty, unapologetically. With a range of premium nail lacquer, nail care, lipsticks, makeup accessories, and soy wax candles, DeBelle is committed to delivering excellence and innovation in every product.
We believe that simply looking good is not enough. Quality matters. The ingredients that go into our offerings matter. A cosmetic product must not only bring out beauty in an individual visually — it must nourish, protect, and hold up to real use.
Nature's Finest Ingredients: DeBelle's first collection, launched in 2016, was developed in collaboration with a France-based formulation house and enriched with antioxidant-rich natural seaweed extract — a fusion of color and nourishment that set the standard for everything we've built since.
Innovation and Quality: Every DeBelle product is manufactured at state-of-the-art facilities across India, with quality checked at every stage. Keeping harmful chemicals out of the formulation has been non-negotiable from day one, and it's why DeBelle nail lacquers are 21-free and built to protect nail health, not compromise it.
Versatile Range: From nail polish shades designed to suit Indian skin tones, to nail care built for the age of UV gel and acrylic nails, to hyaluronic acid-enriched lipsticks and soy wax candles — DeBelle's range keeps growing around what our customers actually need.
Our Promise
At DeBelle, we believe that beauty is not defined by standards but by self-love and acceptance. That's why we're committed to promoting inclusivity, sustainability, and ethical practices in everything we do. With DeBelle, you're not just enhancing your beauty; you're making a conscious choice to support a brand that cares for you and the planet.
Today, DeBelle nail polishes are used in professional salons across India, including BBlunt, Looks Salon, and Toni&Guy. We're proud to be a 60% women-empowered organization, supporting a community of 600+ nail artists nationwide.
Accolades & Recognition: DeBelle has been honored with Women's Most Trusted Brands (Best Natural Nail Polish, 2017), Ravishing Magazine's Most Trusted Nail Polish Brand (2019), a Startup India Certificate of Recognition (2022), and a nomination for Amala Earth's "For the Earth" Changemakers Award (2024), selected among 800+ brands for our sustainability practices. Founder Ashwini Shriyan was also named Entrepreneur of the Year by eMERG, powered by MSME (2023), and has represented India as an international delegate at G-Fair Seoul (2025).
From Our Founder
I'm Ashwini Shriyan, the founder of DeBelle, and I'm thrilled to share the story of our brand with you.
I come from a family in the cosmetics manufacturing business, so long before I started DeBelle, I understood the industry from the inside — I knew which ingredients belonged in a formula, and which ones were simply cutting corners.
As a teenager, I found solace and joy in experimenting with nail polish, exploring a spectrum of shades to express my personality. But like many others, I ran into the same wall — polishes that yellowed and weakened my nails, and shade ranges that never quite suited Indian skin tones. Knowing the industry as I did, that gap didn't sit right with me. I decided to build the nail polish I actually wanted to wear.
I partnered with a France-based formulation house, and together we poured our expertise into crafting the perfect formula. The result was DeBelle's first Gel Nail Lacquer collection — enriched with antioxidant-rich natural seaweed extract, nine shades strong, and built to deliver color without compromising nail health.
Color was the other half of what I set out to fix. I introduced Victorian-inspired shades that were rare in the Indian market at the time, and built out a range specifically designed to suit Indian skin tones. What began as a humble collection of nine has grown into over 140 shades, spanning every mood, style, and occasion. And as UV gel and acrylic nails have taken over — and taken a toll on nail health along with them — I've made nail care a real priority, building a range meant to repair and protect what gel and acrylic damage.
I backed all of this with an Engineering degree, an MBA from the UK, and an executive program from IIM Bangalore. Today, DeBelle nail polishes are used in professional salons across India, including BBlunt, Looks Salon, and Toni&Guy. In 2023, I was honored with the title of Entrepreneur of the Year - Startup by eMERG, powered by MSME — and in 2025, I represented India as an international delegate at G-Fair Seoul.
I'm still the one asking why a formula can't be better, why a shade doesn't quite work for Indian skin tones, why nail care hasn't caught up to how women actually do their nails now. DeBelle keeps growing because that question hasn't stopped mattering to me.
Beyond the Bottle
Growth, for DeBelle, has never been just a business metric.
Every six months, we support an orphanage with clothes, funds, and basic necessities — a small, steady commitment to the most vulnerable members of our community.
In 2018, we partnered with Plan India Foundation on the Educate the Girl Child campaign, helping fund educational opportunities for girls who might otherwise have gone without them.
And within our own walls, 60% of DeBelle is run by women — because empowerment starts with who gets the opportunity to build.