Launching today, AURA introduces a transformative approach to hair care with personalized premium Shampoos, Conditioners and Masques for all hair types, delivered straight to your door. AURA’s products are personalized for individual hair needs and goals and include the option to add a semi-permanent pigment, and aroma at your desired strength. While each product is personalized, all of AURA’s formulas are vegan, cruelty-free, and paraben, sls- and sles- free, and are packaged in bottles and jars made with 100% recycled materials.
Photo – AURA archive ©
AURA’s mission is to transform every mirror moment. “AURA embraces the spirit of transformation – from enriching general hair texture like defining curls or volumizing hair, and enhancing or changing colour, to inspiring a sense of confidence,” said Vera Koch, Vice President of Global Marketing, AURA.
As part of AURA’s endless possibilities in personalized formulations, customers can choose to add one of AURA’s semi-permanent pigments to their Conditioners and Masques, designed to wash out over time. Pigments come in three different categories: Fantasy shades (think: Tulum Pink, French Lavender and Maldives Teal), Classic shades (designed to enhance or refresh), and Neutralizers (to help offset unwanted tones). Most Fantasy shades are available in three different intensities, allowing customers to have a hair colour transformation that’s bold and bright, or opt for a more subtle change.
There’s the meaning behind AURA’s magic. Bottles and jars are made with 100% post-consumer recycled materials, giving a second life to discarded plastic. Additionally, AURA always aims to use FSC-certified paper, shipping materials made with recycled material and minimizes single-use plastics with biodegradable packaging and shipping tape. AURA’s entire range of hair care is also certified by the Leaping Bunny cruelty-free program.
