AURA personalized shampoo, conditioner and masque bundle
Woman with coily, brown, voluminous hair
Woman with long, red, auburn curly hair looking in the mirror
AURA personalized hair care products on shower rack
  • AURA personalized shampoo, conditioner and masque bundle thumbnail
  • Woman with coily, brown, voluminous hair thumbnail
  • Woman with long, red, auburn curly hair looking in the mirror thumbnail
  • AURA personalized hair care products on shower rack thumbnail

The 3-Step
Hair Care Ritual

Experience the magic of a personalized Shampoo, Conditioner, and Masque, each custom-formulated specifically for your lifestyle, hair routine, and goals.

Personalized for you
Option to add temporary pigment
Scent and strength options
Starting at $67
  • Vegan formulas
    Vegan
    formulas
  • Paraben-, SLS-, and SLES-free
    Paraben, SLS, and SLES free
  • 100% PCR bottles and jars
    100% PCR bottles & jars
  • Cruelty free
    Cruelty
    free

A Ritual that’s all you

Every product in your Ritual is formulated based on your unique hair needs and goals.

Blonde woman with dyed pink hair
Sofie's Ritual
GOALS Color Protection, Repair
AROMA Fragrance-free
PIGMENT Vibrant Jaipur Rose
Woman with tightly coiled brown hair
Maya's Ritual
GOALS Enhance curls, Moisturize, Repair
AROMA Botanical Dream, Light
PIGMENT None
Woman with short black hair
Cheyenne's Ritual
GOALS Volumize, Moisturize
AROMA Golden Sunrise, Strong
PIGMENT Dark Brunette
Blonde woman with dyed pink hair
Sofie's Ritual
GOALS Color Protection, Repair
AROMA Fragrance-free
PIGMENT Vibrant Jaipur Rose
Woman with tightly coiled brown hair
Maya's Ritual
GOALS Enhance curls, Moisturize, Repair
AROMA Botanical Dream, Light
PIGMENT None
Woman with short black hair
Cheyenne's Ritual
GOALS Volumize, Moisturize
AROMA Golden Sunrise, Strong
PIGMENT Dark Brunette
AURA productsAURA products

What makes my products
personalized?

Base
Formulas
Performance
Properties
Temporary Pigment(optional)
Aroma(optional)
= Endless Possibilities
= Endless Possibilities

Our transformative ingredients

Your products may need to focus on soothing your scalp with volume, while your friend may need ingredients that work toward moisture and curl enhancement. Here are a few ingredients you may find in your formulas:

  • Rosemary Leaf Extract

    Soothes the scalp and helps to gently remove impurities.

  • Sacha Inchi Oil

    Seals in hydration, smooths frizz and flyaways, and boosts shine.

  • Apple Cider Vinegar

    Smooths the cuticle to help boost shine and strengthen strands.

  • Witch Hazel

    Calming ingredient that helps remove buildup on the hair and scalp.

  • Jojoba Oil

    Boosts moisture, enhances shine, and offers a tangle-free finish.

  • Argan Oil

    Ultra-rich in antioxidants that boost hydration and add shine.

  • Abyssinian Oil

    Effortlessly soaks into the hair to enhance hydration, shine, and softness.

  • Chia and Flaxseed Extracts

    Packed with amino acids, this extract can form a flexible shield surrounding the strand to protect it from stress.

  • Caffeine

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

  • Celery Seed Extract

    Restores balance to moisture levels and smooths strands.

  • Chia Seed Oil

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

  • Vitamin E

    Helps to hydrate strands and shield hair color from fading.

  • Hydrolyzed Quinoa

    An antioxidant-rich powerhouse that defends from color fade, adds shine and aids in styling.

  • Baobab Seed Oil

    Nourishes the hair while antioxidants help to combat environmental stress.

  • Hydrolyzed Soy Protein

    Plant-powered protein that locks in hydration and boosts shine.

  • Hydrolyzed Rice Protein

    Helps strengthen the hair while adding radiant shine.

  • Hydrolyzed Pea Protein

    Protein rich in amino acids that strengthen while helping to seal in moisture.

  • Vitamin B6

    Helps balance oils and nourishes the skin and hair.

  • Rosemary Leaf Extract

    Soothes the scalp and helps to gently remove impurities.

  • Sacha Inchi Oil

    Seals in hydration, smooths frizz and flyaways, and boosts shine.

  • Apple Cider Vinegar

    Smooths the cuticle to help boost shine and strengthen strands.

  • Witch Hazel

    Calming ingredient that helps remove buildup on the hair and scalp.

  • Jojoba Oil

    Boosts moisture, enhances shine, and offers a tangle-free finish.

  • Argan Oil

    Ultra-rich in antioxidants that boost hydration and add shine.

  • Abyssinian Oil

    Effortlessly soaks into the hair to enhance hydration, shine, and softness.

  • Chia and Flaxseed Extracts

    Packed with amino acids, this extract can form a flexible shield surrounding the strand to protect it from stress.

  • Caffeine

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

  • Celery Seed Extract

    Restores balance to moisture levels and smooths strands.

  • Chia Seed Oil

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

  • Vitamin E

    Helps to hydrate strands and shield hair color from fading.

  • Hydrolyzed Quinoa

    An antioxidant-rich powerhouse that defends from color fade, adds shine and aids in styling.

  • Baobab Seed Oil

    Nourishes the hair while antioxidants help to combat environmental stress.

  • Hydrolyzed Soy Protein

    Plant-powered protein that locks in hydration and boosts shine.

  • Hydrolyzed Rice Protein

    Helps strengthen the hair while adding radiant shine.

  • Hydrolyzed Pea Protein

    Protein rich in amino acids that strengthen while helping to seal in moisture.

  • Vitamin B6

    Helps balance oils and nourishes the skin and hair.

An aroma to remember

Get a feel for our six signature scents that you can add to your 3-step Ritual, along with the option to go fragrance free.
  • mint leaves and lavender
    Botanical
    Dream
    Learn more

    Botanical Dream

    All-natural with notes of lavender and crushed mint leaves
    IMAGINE:
    Sipping mint tea at the center of a lavender field.
  • sandalwood, black berries and green apples
    Moonlit
    Stroll
    Learn more

    Moonlit Stroll

    Notes of Green Apple, Blackberry, and Sandalwood
    IMAGINE:
    Taking a midnight walk through a crisp apple orchard.
  • sliced coconuts and oranges
    Island
    Reverie
    Learn more

    Island Reverie

    Notes of mandarin orange, coconut, and tonka bean
    IMAGINE:
    Drinking piña coladas and getting caught in the rain (don’t worry there’s a cabana).
  • peonies, hydrangea blossoms, vanilla bean pods and cinnamon sticks
    Golden
    Sunrise
    Learn more

    Golden Sunrise

    Notes of orange, clary sage, and smooth vanilla
    IMAGINE:
    Sipping a chai tea latte in your favorite sunlit nook before Sunday brunch.
  • flower petals and blossoms floating on water
    Sparkling
    Essence
    Learn more

    Sparkling Essence

    Notes of cool mint, lotus, and musk
    IMAGINE:
    Picking from your garden of blooming flowers as the sun sets.
  • mandarin, bergamot orange, musk, and amber
    Forever
    Generation
    Learn more

    Forever Generation

    Notes of musk, jasmine, and bergamot
    IMAGINE:
    Daydreaming at a tea shop with funky jazz playing in the background.

An aroma to remember

Get a feel for our six signature scents that you can add to your 3-step Ritual, along with the option to go fragrance free.
mint leaves and lavender
Botanical
Dream
Learn more

Botanical Dream

All-natural with notes of lavender and crushed mint leaves
IMAGINE:
Sipping mint tea at the center of a lavender field.
sandalwood, black berries and green apples
Moonlit
Stroll
Learn more

Moonlit Stroll

Notes of Green Apple, Blackberry, and Sandalwood
IMAGINE:
Taking a midnight walk through a crisp apple orchard.
sliced coconuts and oranges
Island
Reverie
Learn more

Island Reverie

Notes of mandarin orange, coconut, and tonka bean
IMAGINE:
Drinking piña coladas and getting caught in the rain (don’t worry there’s a cabana).
peonies, hydrangea blossoms, vanilla bean pods and cinnamon sticks
Golden
Sunrise
Learn more

Golden Sunrise

Notes of orange, clary sage, and smooth vanilla
IMAGINE:
Sipping a chai tea latte in your favorite sunlit nook before Sunday brunch.
flower petals and blossoms floating on water
Sparkling
Essence
Learn more

Sparkling Essence

Notes of cool mint, lotus, and musk
IMAGINE:
Picking from your garden of blooming flowers as the sun sets.
mandarin, bergamot orange, musk, and amber
Forever
Generation
Learn more

Forever Generation

Notes of musk, jasmine, and bergamot
IMAGINE:
Daydreaming at a tea shop with funky jazz playing in the background.

Explore color possibilities

Discover our Fantasy and Classic pigment shades that you can add to your Conditioner or Masque. All shades are optional and temporary, meaning they’ll wash out over time.

FANTASY SHADES CLASSIC SHADES

Step out of the ordinary and experience our Fantasy shades that can transform your hair. Available in Soft, Vibrant, or Bold intensities.

Add subtle richness to your hair color that inspires a double-take every time you look in the mirror with an extra touch of magic.

Before After
Before After
Before After
Before After

Vibrant Rose Gold shown on pre-lightened blonde hair

FANTASY SHADES CLASSIC SHADES

Step out of the ordinary and experience our Fantasy shades that can transform your hair. Available in Soft, Vibrant, or Bold intensities.

Color: Rose Gold

Rose GoldMonaco MagentaJaipur RoseHawaiian CoralSaharan CopperGranada RedLondon RedArctic GrayPacific PeriwinkleSantorini BlueIrish LilacFuji FuchsiaTulum PinkSalmon PinkSpanish CopperSonoma RedCairo YellowMaldives TealCalifornia IndigoBaltic GreenFrench LavenderKyoto PurpleMiami PinkRoman CopperCroatian Copper

Intensity: Vibrant

Select your desired intensity
     

Medium finish and lastingness, most vibrant on pre-lightened and light to medium hair colors.

Add subtle richness to your hair color that inspires a double-take every time you look in the mirror with an extra touch of magic.

Color: : Rose Gold

Light BlondeMedium BrunetteGoldenGolden CopperIntense CopperGolden MahoganyRedMahoganyRed MahoganyMahogany CopperDark BlondeDark BrunetteWarm BeigeCopper GoldenCopper AshCopper MahoganyRed CopperChocolateMahogany RedPearl MahoganyLight BrunetteBlackAsh BlondeCopperAsh CopperCopper RedMahogany GoldenPearl CopperRed PearlIntense Pearl

Integrated neutralizers

Add one of our three Neutralizers to your personalized Conditioner or Masque, and achieve the ideal, non-brassy tone in any hair color.

Blonde before/after
Blonde Neutralizer
Neutralizer for
Blonde, Gray, and White hair

Enriched with purple pigment to neutralize brassy tones, this formula offsets warm tones in blonde, gray, and white hair for an overall cool tone. This can also be used to tone highlights.

Dark blonde before/after
Soft Red Neutralizer
Neutralizer for
Brunette hair

Infused with a blue pigment to neutralize brassy tones in light to medium brunette hair for an overall cool tone. We don’t recommend this shade for highlighted hair.

Dark brown before/after
Red Neutralizer
Neutralizer for
Dark Brunette to Black Hair

Crafted with green pigment to neutralize warm red and orange tones in brunette to black hair for an overall cool tone. We don’t recommend this shade for highlighted hair.

AS SEEN IN

Glossy
Allure
Forbes
Romper

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