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Personalized Shampoo

Overall Rating 3.8 | 103 Ratings

Overall Rating 3.8 | 103 Ratings

A gentle, color-safe cleanser that is individually formulated to meet your hair goals. Whether your hair needs hydration, you’re dealing with frizz, or anything in between, we’ll create a personalized Shampoo to transform your look with each wash.

Our Shampoo is a shower essential, designed to give your hair all the benefits you want in one curated formula that evolves with you.

  • 10 fl oz
  • $23.80 ?

with autoship discount

$28 one-time order

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  • If you're not loving your AURA, we'll make it right

  • Vegan formulas

  • Paraben-, SLS-, and SLES-free

  • Packaging made with recycled materials

  • Cruelty-free products and practice

Your Shampoo's elements

We use your Quiz answers to create a formula designed to meet your hair’s needs. Every Shampoo includes two key elements:

  • Customer center to view personalized shampoo, conditioner, or mask

    Your Center

    A formula base created with a unique ingredient profile for your hair’s needs

  • Aura allows you to select your personalized aroma

    Your Aroma

    An optional scent to inspire your day or recreate a memory

Our transformative Shampoo ingredients

Your scalp may need nourishing Tea Tree Oil, while your friend’s curls may need hydrating Argan Oil. That’s why your Shampoo is designed with curated ingredients that meet your hair’s needs. Here are a few you may find in yours:

Your Shampoo formula is designed for your hair needs. Here are a few ingredients you may find in yours:

  • 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.


Here at AURA, we offer purple Conditioners and Masques. Why? Shampoos cleanse and open the hair’s cuticle, while Conditioners and Masques nourish and are better suited to deposit pigment on clean hair. When taking our Quiz, be sure to let us know you’d like to add a neutralizing pigment to offset unwanted warm tones, and we’ll add it to your formula.

Yes. Your Shampoo is personalized to you and your curls, from wavy to tight. Tell us about your curls in our Quiz, and we’ll ensure your formula meets the unique needs of your curls.

You can use your AURA Shampoo alone, however, your best results will come from using an AURA Conditioner and Masque in tandem. When we create your AURA products, we ensure they’re designed to work together and target your hair’s needs.

Protecting your hair color is a job we take seriously, so you’ll be happy to know that all of our Shampoos are safe for your color. No matter the focus of your personalized formula, your hair color is protected. If you’re looking for advanced color protection, be sure to select this as a goal when you take our Quiz.

Explore endless possibilities

Complete your Ritual with our full line of personalized hair care products.

Aura personalized conditioner
Lush Shower Essential


Aura personalized mask
Rejuvenating Hair Treatment


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