Aura has launched a transformative approach to hair care with personalized premium Shampoos, Conditioners and Masques for all hair types, delivered straight to your door.
 
The brand’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.
 
“Aura embraces the spirit of transformation – from enriching general hair texture like defining curls or volumizing hair, and enhancing or changing color, to inspiring a sense of confidence,” said Vera Koch, vice president of global marketing, Aura. “We hope to help people feel that their hair is an extension of their own Aura. Because when you look into the mirror, all you should see are endless possibilities.”
 
Aura was created by the makers of award-winning custom hair color company eSalon. Aura’s personalization technology is complemented by a diverse group of industry-experts who understand that every person has different hair needs and goals, and that those aspects evolve over time. From R&D, product manufacturing, shipping and everything in between, the Aura team controls every step of the experience at the brand’s Los Angeles headquarters.
 
Customization
 
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 color transformation that’s bold and bright, or opt for a more subtle change.
 
Customers can also select from five aromas, adjust the scent strength, or opt to go fragrance free. Aromas range from “Moonlit Woods,” featuring notes of green apple, blackberry and sandalwood to “Botanical Dream,” an all-natural aroma with notes of lavender and crushed mint leaves. Aura also allows users to add their name to their products or give their products a creative alternative name like “Lily’s Summer Memories.”
 
While each product is personalized, all of Aura’s formulas are vegan, cruelty-free, and paraben, sls- and sles- free.
 
The Packaging
 
Aura’s 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.