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Three females with individually crafted custom hair careThree females with individually crafted custom hair care
Three females with individually crafted custom hair care

About AURA Hair Care

AURA introduces a transformative approach to beauty with goal-focused premium hair care and elevated everyday accessories.

AURA's products are designed to fit your individual hair needs and goals, and include the option to add a semi-permanent pigment and aroma at your desired strength. With a focus on sustainability and results-driven ingredients, we believe everyone can achieve their dream hair while embracing their natural beauty.

Our Story

AURA was created by the makers of award-winning custom hair color company eSalon, which revolutionized women's home hair color when it launched in 2010. After a decade of barrier-breaking success in hair color, it was time to shake things up in a different direction.

With the creation of AURA in 2020, the founders sought to challenge the traditional confines of beauty by introducing a personalized, more sustainable approach to hair care.

They decided to call this new venture AURA because, much like your hair, your energy is an essential part of your being—and it doesn't look the same for everyone.

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Each person has a unique energetic fingerprint that evolves, grows, and shifts over time. We believe that to embrace your true essence, your hair care should be able to evolve along with your journey and guide you toward the endless possibilities that lay ahead.

AURA's cutting-edge personalization technology is complemented by a diverse group of industry experts who deeply understand that every person has different hair needs and goals. 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.

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Our Possibilites Promise

Here at AURA, we stand by our products.

If for any reason our personalized products don't meet your expectations, our specialists are happy to provide a complimentary reformulation or a refund of your purchase.

Just contact us and we'll handle the rest.

100K

Personalized Formulas

We are proud to offer hair care to fit your unique needs.

23

Countries

We deliver the gift of AURA across the globe.

100%

Recycled Materials

All of our bottles, jars, and shippers are made from 100% recycled content.

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Fantasy Pigments

Explore new color frontiers with our rainbow of Fantasy shades.

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Classic Pigments

Add a touch of magic to your current hair color with our Classic shades.

6

Signature Aromas

Select the scent that best suits your vibe—or go fragrance-free!

Focused on a greener future

Aura personalized hair box with custom shampoo, conditioner, and maskAura personalized hair box with custom shampoo, conditioner, and mask

Focused on a greener future

From our vegan and cruelty-free ingredients to our sustainability standards, our vision is to make the world a little more luminous.

We design our packaging and products with sustainability in mind, without sacrificing quality.

  • Bottles and jars made from 100% recycled plastics

  • Shipping boxes made from 100% recycled materials and are recyclable

  • Shipping tape, crinkle paper, and sticker seal are 100% biodegradable

  • All printed materials printed on FSC-approved paper

  • Accessories made from a blend of recycled plastic and plant fiber

  • Vegan formulas

    Vegan formulas

  • Aura products are paraben-free, SLS-free, and SLES-Free

    Vegan Paraben-, SLS-, and SLES-free

  • Aura products are made cruelty-free

    Cruelty-free products and practices

  • Aura packaging is made with recycled materials

    Packaging made with recycled materials

  • Aura use responsbility sourced, high-quality ingredients

    Thoughtfully-sourced ingredients

German Innovation Award Winner 2022

Award-Winning

AURA has been awarded the German Innovation Prize in the category “Excellence in Business to Consumer - Beauty & Care.” Together, the possibilities really are endless.

German Innovation Award Winner 2022

Behind the mirror

Our brand and products are designed by a diverse group of today’s magicians.
Meet the creative minds behind our brand.

  • Aura employee Merie

    Merie

    Lead Project Manager

    Merie

    Lead Project Manager

    Enjoys trying new and delicious cuisine around Los Angeles. She also loves spending time with her husband, family, and friends.

  • Aura employee Angeline

    Angeline

    Cosmetic Chemist

    Angeline

    Cosmetic Chemist

    Enjoys listening to music, reading compelling novels, and cooking exquisite meals in her free time.

  • Aura employee Gilly

    Gilly

    Director of Operations

    Gilly

    Director of Operations

    Loves being active, traveling, and has recently spent more time camping and sewing.

Aura employee Merie

Merie

Lead Project Manager

Enjoys trying new and delicious cuisine around Los Angeles. She also loves spending time with her husband, family, and friends.

Aura employee Angeline

Angeline

Cosmetic Chemist

Enjoys listening to music, reading compelling novels, and cooking exquisite meals in her free time.

Aura employee Gilly

Gilly

Director of Operations

Loves being active, traveling, and has recently spent more time camping and sewing.

colorist reviewing customer image on a computer

How the magic happens

woman taking Aura quiz on a computer

1

All of our personalized products begin with you. Start with our Quiz, where we get to know you, your lifestyle, preferences, and hair goals.

Start with our Quiz, where we get to know you, your lifestyle, preferences, and hair goals.

two Aura specialist standing side by side

2

Our specialists formulate your unique-to-you hair care products using our patented personalization technology.

open package with Aura products inside

3

Your products are hand-packed in eco-friendly shippers at our Los Angeles HQ.

closed Aura package

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Your personalized hair care products are shipped right to your door.

Our transformative ingredients

Discover the results-driven ingredients that you may find in your personalized hair care formulas—your hair care journey starts here.

  • Chia Seed Oil

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

  • Caffeine

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

  • Baobab Seed Oil

    Nourishes the hair while antioxidants help to combat environmental stress.

  • Chia Seed Oil

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

  • Caffeine

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

  • 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.

  • Sacha Inchi Oil

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

  • Jojoba Oil

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

  • Rosemary Leaf Extract

    Soothes the scalp and helps to gently remove impurities.

  • Witch Hazel

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

  • Vitamin B6

    Helps balance oils and nourishes the skin and hair.

See all

  • Chia Seed Oil

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

  • Caffeine

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

  • 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.

  • Sacha Inchi Oil

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

  • Jojoba Oil

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

  • Rosemary Leaf Extract

    Soothes the scalp and helps to gently remove impurities.

  • Witch Hazel

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

  • Vitamin B6

    Helps balance oils and nourishes the skin and hair.

We evolve with you

Evolution is at the core of what we do.

Using your feedback and trends in the hair care industry, our specialists routinely update our formulas and ingredients to reflect the results you desire.

Aura shampoo and natural ingridients

Your dream hair starts here

Aura shampoo, conditioner, and masque

Your dream hair starts here

Personalize a Shampoo, Conditioner, and Masque to fit your exact needs and goals. Formulated by our specialists to work together, your three-step Ritual reveals the hair you've always wanted.

Whether you want to achieve a hot pink hair color or enhance your hair's natural texture (or both!), your Ritual is all about you.

“

My fave new hair care obsession.

If I could give AURA more than five stars, I would! The ordering process was a total breeze and I really love the specificity of the quiz to help inform my own personalized products. It's so refreshing to be able to tackle a bunch of my hair care needs in one product made just for me, not to mention the option for pigmentation. AURA is pure magic!

Dara T.

Personalized AURA Ritual

“

My New Shower Staple

I've tried other "custom" hair care brands, but they even don't come close to AURA. The attention to detail in the quiz is SO impressive, that my shampoo, conditioner and masque all addressed my hair needs to a tee. The fragrances are also so beautiful - so unique and I've already received so many compliments on my hair!

Lauren M.

Personalized AURA Ritual

“

I will never go back

I'm officially “that girl”. The girl who won't ever put store brand hair care products in her hair again. I'm OBSESSED with Aura for so many reasons. I'm able to wash my hair less, and it's healthier, all thanks to my custom formula. I LOVE that I can go in and change the formula any time I want, I'm currently working on trying out every scent. Thanks Aura ❤️

Kaitlin S.

Personalized Shampoo and Conditioner

“

Quick and Convenient

My shipment arrived quickly and in no time I was pampered by luxurious ingredients. The fragrance is exquisite. My hair is curlier which is what I wanted, and thicker! I love these products.

Deborah S.

Personalized AURA Ritual

“

Absolutely LOVE

Love everything about this shampoo, conditioner and mask set. The smells are divine, Moonlit stroll is my fav. My hair feels clean, healthy and not dried out. Bonus, the packaging is super cute!

Deedee A.

Personalized AURA Ritual

“

Great product, great help

I love the colored hair mask! My hair feels great after using it and I get away with far fewer washes in between. My hair is dark so I wasn't sure if the colored dye would do anything, but it adds just enough. When I first ordered the mask, it wasn't quite what I wanted, but a staff member reached out to me and helped me pick out the perfect combination -I was so appreciative of the customer care & help provided. Thank you, Aura!

Loren V.

Dark Brunette Masque

“

Great color without damage!

I usually don't write reviews but I feel like more people should know about this product. Highly recommend for anyone looking to spice up their hair color without damage. I had a blonde balayage which was starting to feel a bit boring and I wanted color without additional damage. I tried the Aura masque with pigment golden mahogany and it gave me a great red hue. Everyone thought I went to the salon. Will keep ordering this masque to try different colors!

Sarela B.

Golden Mahogany Masque

Have more questions about AURA or our products? Check out our FAQs

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