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About Aura

AURA is a personalized hair care brand that makes Shampoos, Conditioners, and Masques to fit your hair’s needs. Instead of choosing between benefits, we design products to suit your lifestyle and routine. Need a little color? Add a Fantasy pigment, Classic pigment, or Neutralizer to your personalized Conditioner and Masque.

To get the hair you want, you need a hair care Ritual that’s focused on your hair’s needs. AURA designs hair care that helps you achieve your hair goals and evolves with you over time. If your needs ever change, we’ll adjust your formula.

At our core, you’ll find responsibly-sourced, results-based ingredients, and sustainable packaging. We value the Earth and never sacrifice product quality to do it. Customers like you drive this force and inspire our diverse team to bring magic to your mirror moments. 

AURA Specialists are experts in their field of hair care, color, and styling, and are always available to share their tricks of the trade with you. Whether you want to adjust your formula goals, try a pigment, or change your aroma, our Specialists are here to help. Contact us here if you have any questions.

Our unlimited formula combinations, thoughtfully-sourced ingredients, and environmentally-conscious practices bring the magic of your mirror moments to life. All crafted by our diverse team who puts you and the planet first, promising a world of endless possibilities for all.


If for any reason our personalized products don’t meet your expectations, we’ll provide a complimentary formula adjustment or your money back.

Our bottles and jars are made with 100% recycled material and can be recycled again. Every ingredient we use to craft your personalized hair care is responsibly sourced and never tested on animals. AURA creates products that enrich your inner magic as well as your hair.

We use a variety of effective, thoughtfully-sourced, vegan, and cruelty-free ingredients that are free of Parabens and harmful sulfates. Every formula we make for you is unique, so take a moment to review a few of the transformative ingredients you might see in your Shampoo, Conditioner, or Masque on their respective pages.

Yes, all AURA hair care products are vegan and cruelty-free, regardless of your final custom formulations. We’re also Leaping Bunny certified.

Yes, our Shampoos, Conditioners, and Masques are Sodium Lauryl Sulfate (SLS)- and Sodium Laureth Sulfate (SLES)-free, made with gentle alternatives that nourish your hair.

Our Smoothing Complex, found in our Smooth hair goal, is made with a water-based Silicone that helps prevent your hair from absorbing humidity to reduce frizz. If you’re experiencing build-up, try using a little less product, as a little can go a long way!


For curly-haired customers, if you select any of our goals other than Smooth in our Quiz, including Enhance Curls, your formulas will be free of silicones. 

Sure, you can use your AURA products individually since they’re made specifically for your hair. We do recommend using AURA’s Shampoo, Conditioner, and Masque together as a Ritual for best results.

Yes, they can, but to see the best results from your AURA formulas, we recommend using our Shampoos, Conditioners, and Masques together. If you’re not seeing the results you want from a particular product, reach out and we’ll make an adjustment to your formula. 

We don’t offer samples of our hair care products because each formula is made-to-order and personalized to your hair’s needs. With our Possibilities Promise, you’re satisfied with your products or it’s your money back.

A Ritual is what we call your personalized hair care routine. Once you’ve taken our online Quiz, and selected your personalized products, you’ve created your Ritual.

To create a Ritual, take our online Quiz and tell us all about your hair, including your hair goals. We’ll then suggest products with unique formulas to help you achieve your hair goals. The products you choose to make part of your hair care routine become your Ritual.

You absolutely can. Your personalized hair care products are made to evolve with you. Log in to your account and make any adjustments you’d like before your order ships.

We work hard to make sure you’re happy with every personalized product you add to your hair care Ritual. However, if you’re not satisfied with your products for any reason, reach out to one of our Specialists to start a return. Then you ship your products back to us and we can adjust your formula or process a refund.

No, you don’t have to opt in to Subscribe & Save with AURA. If you do select this option, you’ll enjoy extra savings. If you’d like to have your products shipped automatically, select this option at checkout.

While we don’t currently allow you to change the scent of each product in your first order, you can choose different scents for each product in any following orders. Log in to your account and select ‘Upcoming Order’ to adjust your aroma preferences per product before your next order ships.

AURA offers five signature aromas and one fragrance-free option. Here’s a list of our five aromas and their notes:


Moonlit Stroll

Notes of Green Apple, Blackberry, and Sandalwood


Sparkling Essence

Notes of Cool Mint, Lotus, and Musk


Island Reverie

Notes of Mandarin Orange, Coconut, and Tonka Bean


Botanical Dream

All-natural with notes of Lavender and crushed Mint Leaves


Golden Sunrise

Notes of Orange, Clary Sage, and smooth Vanilla

You can use your products in any order you’d like, but we do have a few suggestions if your personalized Ritual includes pigment.


If you ordered pigment in your Conditioner and Masque, we recommend starting with your Masque on clean dry or towel-dried hair. Our pigmented Masques have a higher pigment load than our pigmented Conditioners, so they will set the stage for your pigmented look.


After using your Masque, you can do a light Shampoo at your roots if you’d like, but there’s no need to fully Shampoo your hair or use a Conditioner immediately after.


The next time you wash your hair, Shampoo and use your Pigmented Conditioner as you normally would. The Pigmented Conditioner will help maintain your pigmented color by depositing color onto your strands each time you wash your hair.


Eventually, likely after 2 weeks or so, you may want to use your Masque again to boost your pigmented color again. Use it as you’d like depending on how rich you’d like your pigmented color.


If you ordered pigment in just your Conditioner, you have a few different options.


If your Pigmented Conditioner matches your current hair color, use your Shampoo and Pigmented Conditioner as you normally would any Shampoo and Conditioner.


If your Pigmented Conditioner is drastically different from your starting hair color, we’d suggest getting a Pigmented Masque in the same color. Our Pigmented Masques are designed for color transformation, where our Pigmented Conditioners are really meant to maintain your pigmented color over time.


If you’d rather stick with just a Pigmented Conditioner, we recommend starting with your Conditioner on clean dry or towel-dried hair. This will create a richer color result. Make sure to comb the Pigmented Conditioner thoroughly through your hair to ensure an even application. Let this sit on your hair for about 10-15 minutes. You can then follow with a light Shampoo at your roots if you’d like, but there’s no need to fully Shampoo your hair or use your Conditioner again immediately after.


If the pigment doesn’t look like you’d imagined, it’s possible your hair requires a larger pigment load. For this, you’ll want to try a Pigmented Masque instead of just a Pigmented Conditioner.

If you select Smooth as one of your goals in our Quiz, your products may contain a highly processed version of Barley Protein, so they may contain gluten. If Smooth is not one of your hair goals in our Quiz, your products will be formulated without gluten.

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