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.
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.
