Our latest Beauty Boss is Machel Devin, President of Auria—a line of innovative skincare products and tools that brings a results-driven DIY spa experience into people’s homes. The company is on a mission to empower others to take their own self-care and beauty routines into their own hands and to prioritize self-care over beauty with effective and enjoyable at-home spa experiences.

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Auria’s devices and skin serums have been designed to capture the relaxation of the spa, and its revolutionary Vita Trio is a versatile tool that performs three different facial treatments: microdermabrasion, kinetic toning, and pore extraction. Each treatment is paired with a specific serum (Renew, Brighten, Refine) that is formulated to deeply nourish skin, and when combined with the tool, users can exfoliate their skin, smooth wrinkles, reduce fine lines, improve tone and texture, and minimize signs of aging.

We chatted with Devin who shared the inspiration behind the brand, secrets for success, beauty tips, and much more.

When was Auria founded and what does the name mean?

Auria was launched in February 2023. Work on the technology, design, and brand strategy began in 2022, with a lot of consumer research integrated throughout the development process. 

The brand name “Auria” is a thoughtful mashup of two beautiful words with significance to the experiences we’re bringing to consumers: aura and aria. An aura is an energetic layer that radiates from a person based on their personality and habits; we want to be part of creating your aura. Aria is a musical term—an accompanied melody sung by a single voice as part of something larger (like an opera)—we want to be part of your holistic wellness routine. Combining these two words brings us to Auria—a beauty and wellness brand prioritizing self-care and its impact on overall wellness.

What inspired the creation of the brand?

In the midst of consumer research (diving into how people use skin care devices at home) we uncovered an opportunity to create a brand that fulfilled the need for bite-sized moments of self-care that also improve skin health while prioritizing overall wellness over beauty…all while delivering real results. Learning that many at-home skin care devices were either ineffective or intimidating to use, coupled with the fact that more and more women are turning to self-care rituals as a coping mechanism for stress and anxiety in their busy lives, we became obsessed with creating an incredible experience. 

Does Auria have a hero product?

Our hero product is the Vita Trio: a three-in-one, at-home skincare device that performs microdermabrasion, kinetic toning, and pore extraction. The motor of the device uses suction to perform each treatment; with the simple switch of the treatment tip, the device automatically detects the selected treatment, and the motor adjusts the suction strength and pulse patterns to perform the facial. This product represents our innovation, simplicity, and ease of use via our patent-pending Smart Tip Technology, and it is truly a delightful experience to use—especially once you reap the benefits! 

What are your favorite products from the brand?

It’s so hard to pick just one! Given where I am today in my skincare journey (in my late 30s), the Vita Trio and all three of its facial treatments pamper my skin with exactly what I need, when I need it…it’s that customization piece that works so well for me! Coupled with our serums that we custom-formulated to enhance each facial treatment, I love to enjoy a custom routine that is constantly changing—hormones, weather and late nights require different treatments: microdermabrasion + Renew Serum, kinetic toning + Brighten Serum, pore extraction + Refine Serum. No matter where you are in your own skincare journey, our limited portfolio truly has something to improve your skin health. 

Where are your products sold?

All Auria products are available on our DTC site, Amazon, and TikTok Shop. We’re excited to be in conversation with some other retailers with the goal of expanding distribution both online and on retail shelves. 

Future plans for the brand?

We are hyper focused on our current portfolio and growing our presence in the wellness tech and skincare category. We are passionate about bringing additional tools and topicals to market that offer the same type of simple-to-use, effective self-care experiences as our current products. 

Who inspires you?

As a longtime creative agency employee, I draw a ton of inspiration from trends in categories outside of my own. Surprisingly to me, my 10-year-old daughter inspires me a ton—she is a wise old soul plus she is so in-the-know on what’s cool! 

Secret to success?

Being authentically me. While I can get myself into a bit of trouble from time to time, being myself has helped me to stand out, stand up, and to share my smarts and passion with others.

Beauty secrets?

Taking really good care of my hair and skin—focusing on the health of both before even thinking about styling or makeup—is key to feeling and looking my best. With a healthy foundation of hair and skin, everything else is just to enhance what I have got goin’ on naturally—whether I want to go with a natural vibe or super made up. 

Wellness tip?

Getting my fair share of alone time to think, relax, and be still with my own thoughts keeps me sane and well. My skincare routine presents the most perfect time to be alone and focus on myself. 

Best advice?

Y.O.L.O.—so make the very most of it! 

Favorite way to relax?

A hot bubble bath, glass of cabernet, and an obscene number of lit candles. 

For more information, visit Auria’s website and follow on Instagram: @myauriabeauty

[Images courtesy of Auria]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk