Hair Care That's so Much More Than Custom

AURA is designed to give you your best hair yet - everything you need, nothing you don't. A simple, streamlined routine that just works.

Made-to-order Shampoos, Conditioners, and Masques
Temporary hair color - that's optional
Choose a signature scent - or go fragrance free

PERSONALIZE MY HAIR CARE

Vegan

Cruelty-free

Paraben, SLS, and SLES-free

Our unlimited formula combinations, temporary pigments, and thoughtfully-sourced ingredients pave the way for endless possibilities. They’re guaranteed by our flexible reformulation or return policy.

How AURA works

Making haircare magical

Flexible formulas

Adjust your formula whenever you like. Whether going on vacation or you just want that pop of color. As the seasons change, so can your hair.

Shades for days

Our temporary, semi-permanent pigments can be added to your Conditioner and Masque. You can transform your hair with our Fantasy shades, enhance or maintain a natural color with our Classic shades, or achieve your ideal tone with our Neutralizers.

Memorable aromas

Add one of our five fragrance options to your products. Sensitive to scents? Adjust your scent strength or opt to go fragrance-free.

Sustainable spirit

Our bottles and jars are made with post-consumer recycled materials, bringing new life to recycled plastics.

Our customers love AURA

“My hair is a daily challenge. It tends to frizz and because it’s colored it feels dry most of the time. My AURA formula gives my hair the moisture, frizz-control, and color protection it needs without weighing it down. I couldn’t be happier with the way my hair looks and feels.”

Sue C.

“With AURA, I don’t have to compromise my other hair goals to ensure my hair care is focused on my curls. The formulas are extraordinary, and I love that I can get them without fragrance!”

Araceli R.

“The texture of my hair has improved dramatically since I started using my AURA ritual. Plus, I love that I don’t have to buy a separate neutralizer for my blonde hair.”

Sandra V.