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Three females with individually crafted custom hair careThree females with individually crafted custom hair care
Three females with individually crafted custom hair care

Our Story Begins with You

Here at AURA, we challenge the traditional confines of beauty to encourage and guide you toward the endless possibilities that lay ahead. Our goal is to transform your mirror moments with personalized hair care as the conduit.

The elements within

A look into how our purpose
translates into our daily practices.

  • Aura crafts customized and personalized formulas for each product

    Patented, personalization technology

  • Aura use responsbility sourced, high-quality ingredients

    Thoughtfully-sourced ingredients

  • Aura products are vegan and cruelty-free

    Vegan formulas

  • Aura products are made cruelty-free

    Cruelty-free products and practices

  • Aura products are paraben-free, SLS-free, and SLES-Free

    Paraben-, SLS-, and SLES-free

  • Aura packaging is made with recycled materials

    Packaging made with recycled materials

Behind the mirror

Our brand and products are designed by a diverse group of today’s magicians.
Meet the creative minds behind our brand.

  • Aura employee Merie

    Merie

    Lead Project Manager

    Merie

    Lead Project Manager

    Enjoys trying new and delicious cuisine around Los Angeles. She also loves spending time with her husband, family, and friends.

  • Aura employee Angeline

    Angeline

    Cosmetic Chemist

    Angeline

    Cosmetic Chemist

    Enjoys listening to music, reading compelling novels, and cooking exquisite meals in her free time.

  • Aura employee Gilly

    Gilly

    Director of Operations

    Gilly

    Director of Operations

    Loves being active, traveling, and has recently spent more time camping and sewing.

Aura personalized hair box with custom shampoo, conditioner, and maskAura personalized hair box with custom shampoo, conditioner, and maskAura personalized hair box with custom shampoo, conditioner, and mask

Care for the planet

Our packaging and products are designed for sustainability first and never sacrifice quality.

  • Bottles, jars, and boxes are made from recycled materials

  • Biodegradable interior packaging

  • All materials are recyclable except for bottle and jar caps

Our transformative ingredients

Discover the results-driven ingredients that you may find in your personalized hair care formulas—your hair care journey starts here.

  • Smoothing Complex

    Deeply nourishes and treats weakened strands while smoothing frizz.

  • Tea Tree Oil

    Moisturize strands and gently nourish the scalp with this versatile essential oil.

  • Murumuru Butter

    Helps to condition and nourish strands while adding shine.

  • Smoothing Complex

    Deeply nourishes and treats weakened strands while smoothing frizz.

  • Tea Tree Oil

    Moisturize strands and gently nourish the scalp with this versatile essential oil.

  • Murumuru Butter

    Helps to condition and nourish strands while adding shine.

  • Chia Seed Oil

    Conditions strands, adds shine, builds volume, and shields color from fading.

  • Caffeine

    Helps to promote soft, shiny strands while soothing the scalp.

  • Baobab Seed Oil

    Nourishes the hair while antioxidants help to combat environmental stress.

  • Babassu Oil

    Softens and adds shine while maintaining a youthful finish and rich color.

  • Cupuacu Butter

    Conditions hair follicles to help lock in moisture and add shine.

  • Barley Protein

    Helps to shield hair color from fading, while proteins adhere moisture and safeguard follicles.

Personalized hair care

Explore new products to create your ideal 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.