Wheel featuring all of the zodiac signs, their symbols, and the animal or object they are represented by.
January 13, 2023

2023 Hair Colorscope: The Best Pigments Based On Your Zodiac Sign

Get a sneak peek of the year ahead and find the hair color that unleashes your inner power.

Five purple AURA boxes wrapped in light pink ribbons as presents.
November 22, 2022

2022 Holiday Gift Guide

Step up your gifting game with this list of specialist-curated hair care goodies.

Three ladies sporting this fall season's hair color trends
September 27, 2022

2022’s Essential Fall and Winter Hair Color Trends

Fall in love with these must-try hair colors.

Monica Medellin looking at her AURA hair care products
September 13, 2022

Latina Surfer and Creative Powerhouse Monica Medellin Tells All

Discover how this barrier-breaking woman is reshaping culture one wave at a time.

AURA Hair Care model hops on the hot pink trend with Monaco Magenta
August 05, 2022

How to Hop On the Hot Pink Hair Color Trend

Achieve the hot pink trend with our curation of pink-hued Pigmented Masques

Collage of images featuring the destinations that inspired our top 5 fantasy pigments
August 01, 2022

The Travel Destinations That Inspired Our Top 5 Fantasy Pigments

Take your hair color on a journey to satisfy your wanderlust.

Image of AURA Hair Care Ambassador Sy Chounchaisit smiling joyfully as they show off their pixie cut in our vibrant Irish Lilac purple shade. Image also highlights a quote from Sy's interview: Sy: "Growing up, I didn't see a lot of people who look like me doing musical theater so I was happy to be that representation for the Asian and queer musical theater lovers around the county."
July 20, 2022

AURA Creator Spotlight: Meet Sy Chounchaisit

Get to know creative force and NYC-based performer Sy Chounchaisit.

AURA Ambassador Rawlin Jefferson is ready to celebrate life, love, and joy.
June 27, 2022

Pride Month Feature: Rawlin Jefferson on Celebrating Love, Life, and Joy

Find out some of Rawlin Jefferson’s best kept secrets.

Our social media manager, Leslie, with rainbow hair, featuring our semi-permanent hair color.
May 31, 2022

The Best Pigments to Show Your Pride

Show off your true colors with our rainbow of Fantasy pigments.

AURA Hair Care Balayage Highlighting Kit unboxed with contents that include Instructions, Lightening Powder, Activator, and Gloves.
May 25, 2022

Everything You Need to Know About AURA’s Balayage Highlighting Kit

Your top Balayage Highlighting Kit questions answered.

AURA Hair Care Ritual includes personalized Shampoo, Conditioner, and Masque. Each and every product crafted and packaged with sustainability in mind.
May 23, 2022

What Does Sustainability Look Like at AURA?

Loving the Earth is part of our daily mantra.

AURA Hair Care model with auburn brown hair that complements her eye color.
May 18, 2022

The Best Pigments Based on Your Eye Color

Our hair care specialists help you find the pigments that best complement your eye color.

Three ladies rocking this season's hair color trends
April 14, 2022

2022’s Hottest Spring and Summer Hair Color Trends

It’s time to heat things up with these must-try hair colors.

Photo of AURA's Pigmented Masque surrounded by gems and sparkles
April 13, 2022

The Best Pigment Based on Your Birthstone

Give your day a sprinkle of gem-inspired magic with a Pigmented Masque that pairs perfectly with your birthstone.

AURA Hair Care model Michelle shown with Hawaiian Coral semi-permanent hair color on the left. On the right, Michelle is shown with her new purple pigmented hair.
April 12, 2022

How to Switch Up Your Pigment

Time for a hair color change? Follow these must-have tips.

5 AURA Hair Care models wearing our must-try hairstyles for the 2022 festival season.
March 23, 2022

5 Must-Try Festival Hairstyles for 2022

The hottest hairstyle lineup just dropped.

Four AURA Hair Care models with different colored hair. Each Color Muse is showing off one of the following semi-permanent pigments in our Fantasy shades: Rose Gold, London Red, Golden Mahogany, and Pacific Periwinkle.
March 15, 2022

Picking the Perfect Pigment for Your Skin Tone

Our hair care specialists help you find the pigments that best complement your complexion.

Person touching the dry ends of their hair
March 10, 2022

8 Simple Tips to Ditch Dry & Frizzy Hair

Experience effortlessly hydrated hair.

It's time to moisturize those strands with AURA personalized hair care products in your 3-step Ritual.
March 07, 2022

Should Moisturize Be One of Your Hair Goals?

It’s time to moisturize those strands with AURA personalized hair care products in your 3-step Ritual.

Picture of Nicholle E. at a Step Up event
March 03, 2022

The Step Up Sisterhood

Helping young women see their endless possibilities.

February 08, 2022

The AURA Guide to Determining Your Curl Type

Your go-to guide to deciphering curl types.

January 31, 2022

Mesmerizing Pigment Trends For 2022

AURA Hair Care 2022 Hair Color Trends

January 24, 2022

How Much Pigmented Product Should I Use?

We’re revealing the key to a total hair color transformation.