Meet AURA: Personalized Hair Care Designed Exclusively for You

AURA is a new line of personalized hair care products with pigment options that introduces a transformative approach to hair care. [Photo courtesy of AURA]

No two people are exactly alike, which is why there isn’t one universal beauty product that yields the same results for everyone. When I was growing up, there weren’t as many beauty brands and products available as as there are today, and none of the hair products I bought seemed to improve the various concerns that I had.

Nowadays there are countless beauty brands that are designed to address the unique needs of each individual, and bespoke products are growing in popularity as well. AURA is an exciting new line of hair care products created by the makers of award-winning custom hair color company eSalon, which revolutionized women’s at-home hair color.

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AURA introduces a transformative approach to hair care with personalized premium shampoos, conditioners, and masques for all hair types that are conveniently delivered directly to your door (what more could one ask for during these times of COVID-19?)

Their products are customized to suit individual hair needs and goals, and they also include the option to add a semi-permanent pigment, as well as choice of aroma at your desired strength. In addition, all of AURA’s formulas are vegan, cruelty-free, and paraben, sls- and sles-free!

My custom AURA ritual was delivered straight to my door and included shampoo, conditioner, and a hair masque.

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, 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.

“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,” says 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.”

Recently, I had the opportunity to experience AURA for myself, and I had a great time during the entire process. I started out by visiting the website and completed a quiz that asked me a variety of questions including my age, hair texture, scalp sensitivity, and more.

At the end of the quiz, I was asked to select up to three hair goals and then I was also offered the option of adding a color-enhancing or neutralizing pigment to my formula. Pigments come in three different shade categories:

• Fantasy (Tulum Pink, French Lavender, and Maldives Teal) 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.

• Classic (designed to enhance or refresh)

• Neutralizers (to help offset unwanted tones)

AURA’s bottles and jars are made with 100% post-consumer recycled materials, and the shipping materials are made with recycled material and biodegradable packaging.

Then came the last two parts (and my favorite) of the customization process: selecting an aroma and naming my products! Customers can choose from five different aromas, adjust the scent strength, and a fragrance-free version is also available as well. The five scents are:

• Moonlit Stroll (notes of green apple, blackberry, and sandalwood)

• Sparkling Essence (notes of cool mint, lotus, and musk)

• Island Reverie (notes of mandarin orange, coconut, and tonka bean)

• Botanical Dream (all natural with notes of lavender and crushed mint leaves)

• Golden Sunrise (notes of orange, clary sage, and smooth vanilla)

Since I love anything tropical, I opted for Island Reverie. Of the three levels of scent strength (light, medium, strong), I selected medium. Lastly, it gave me the option to type in a name for my products. I went with my name, but you can get as creative as you want! After making all of my selections, I added all three products to my cart and my order was in!

Each AURA product (shampoo, conditioner, masque) costs $28, but customers can bundle and save by purchasing any two products for 10% off or any three products for 20% off. Customers can also opt into AURA's Subscribe & Save plan for an additional 15% off their order and receive their products regularly, with the option to skip or cancel at any time.

AURA allows users to add their name to their products or give their products a creative and fun name!

Within a week my gorgeous package of AURA products arrived and it was such a fun experience to open them up and see my name on all of the bottles! As an added bonus, all of AURA’s bottles and jars are made with 100% post-consumer recycled materials, and the brand always aims to use FSC-certified paper, shipping materials made with recycled material, and use biodegradable packaging and shipping tape. AURA’s entire range of hair care is also certified by the Leaping Bunny cruelty-free program so you can care for your hair without any worries!

I absolutely love how the products look in my bathroom and they smell amazing. My hair felt and looked incredible after just one use because for once, I was actually using products that were designed for my specific needs. And like our hair’s needs change with the seasons, AURA’s products are designed to evolve with customers over time, allowing them to easily change their goals, aroma and pigment selection, along with the intensity of these attributes.

For more information and to order your custom AURA ritual, visit aurahaircare.com and follow them on Instagram: @aurahaircare

[Photos by Kamala Kirk]

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