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Personalized Hair Care with
Endless Possibilities

Transform your mirror moments and embrace your effortless beauty.

Personalized
Hair Care

Explore endless possibilities.

Personalized to you

We get to know you and your goals through our Quiz, so we can create a hair care Ritual that’s personalized to you with endless ingredient combinations, temporary pigments, and aromas.

We get to know you and your hair goals through our Quiz to create a personalized Ritual for your needs.

Aura custom hair care box with shampoo, conditioner, and mask

Making hair care magical

  • Brunette female with curly hair

    Endless possibilities

    Adjust your formula whenever you like—from seasonal hair needs and lifestyle changes to your desire for a new fragrance or color.

  • Woman with wavy, pink colored hair

    Shades for days

    Temporarily transform, enhance, or tone your hair color with our optional Fantasy shades, Classic shades, and Neutralizers.

  • Aura shampoo, conditioner, and mask are sustainably packaged and produced

    Sustainable spirit

    Our planet-conscious practices and recycled packaging breathe life into our vegan formulas by reducing our carbon footprint.

Create your Ritual

  • Aura personalized shampoo

    Shampoo

    A gentle, yet effective, personalized cleanser designed to your lifestyle and routine.

  • Aura personalized conditioner

    Conditioner

    A personalized, post-shampoo formula focused on achieving your hair goals.

  • Aura personalized masque

    Masque

    A nourishing, personalized restorative experience with instant results.

A Ritual that’s all you

Meet our Ambassadors and learn what makes their formulas unique.

  • Woman with healthy looking and naturally curly red hair
    Grace

    Dry, tight curls

    Learn more
  • Woman with healthy looking and naturally curly black hair
    Maya

    Coily, frizzy hair

    Learn more
  • Woman with healthy looking blonde hair
    Sofie

    Fine, wavy hair

    Learn more
  • Woman with healthy looking and naturally straight black hair
    Abia

    Thick, straight hair

    Learn more
  • Woman with purple hair color
    Charlotte

    Frizzy, curly hair

    Learn more
Aura personalized shampoo, conditioner, and maskAura personalized shampoo, conditioner, and maskAura personalized shampoo, conditioner, and mask
  • Aura products are sustainably produced
  • Aura crafts customized and personalized formulas for each product
  • Aura use responsbility sourced, high-quality ingredients

The meaning behind the magic

From our vegan and cruelty-free ingredients to our sustainability standards, our vision is to make the world a little more luminous.

Share your AURA

aurahaircare

  • Woman with purple colored hair holding a mirror
  • Woman with healthy looking and naturally curly black hair
  • Woman with healthy looking and naturally straight black hair
  • Woman with pink hair color
  • Woman with healthy looking and naturally curly black hair