A division of Lord Huff and Puff

From the age of 15, Delúvia's co-founder, Alicia Webb, underwent a personal struggle with Psoriasis. Throughout her teenage years, she chose to don long-sleeved shirts and pants, even in the sweltering summer heat, yearning to break free from the need to conceal herself. Alicia's desire to cease hiding prompted the exploration of the Dead Sea's benefits. As a family, they embarked on a journey to Israel, where they encountered the remarkable properties of Dead Sea minerals, giving birth to the concept of Deluvia.

Alicia saw a need for a pure, cosmetics line that would complement the Dead Sea skin care line. Naturally, she wanted it to be healthy for the skin without parabens, fillers or other chemicals that can be harmful to the skin. At the time there were very few natural cosmetics available. So they decided to expand the product line and create spa-quality mineral makeup that was made from nature, as well as provided excellent coverage while feeling light and gentle. The line was called ‘Demure’ from the original word, meaning an unassuming, natural-looking makeup.