What Does Sustainability Look Like at AURA?

Loving the Earth is part of our daily mantra.

From the very beginning, AURA was founded on the core principles of sustainability. By keeping Mother Earth’s future in mind in both our products and practices, we’ve been able to develop hair care products that are not only effective but also eco-friendly from the inside out. Read on to learn more about what sustainability means at AURA and how we integrate it into our every day.  

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

We Love the Earth — All Day, Every Day

We love animals just as much as we love people. That’s why we are honored to be graced with being Leaping Bunny Certified. Our products display this organization’s widely-recognized bunny symbol, certifying that AURA follows the Leaping Bunny Cruelty-free Standard. This highly prestigious standard ensures that no animals are harmed in the making of our hair care, so that our customers can feel confident in supporting our brand.

This cruelty-free certification represents more than just our final products. It signifies that our practices from sourcing ingredients to production are also cruelty-free and animal-friendly. 

Made-to-order products are more environmentally conscious than pre-made products.

Why is that, exactly? Because we don’t have deadstock sitting on our shelves that might get thrown out without any thought. Every Shampoo, Conditioner, and Masque we craft is made-to-order, so we don’t make anything until you purchase it. 

This personalization process also keeps ingredients and your formula cleaner and of higher quality. 

Custom or personalized products are the way of the future. We know this very well, and that’s why AURA is all about endless possibilities. This approach makes customers feel extra special while also extending the life of products, which reduces unnecessary waste.

Our shippers and packing materials are eco-friendly.

Laydown shots. On the left, AURA Hair Care 100% recyclable shipper boxes are made from recycled materials. On the right, the biodegradable crinkle paper inside each shipper.

Every single piece of our shipper boxes has been thoughtfully sourced with a green-conscious point of view. These cardboard boxes are 100% recyclable and made from recycled materials — and that’s just the beginning of our eco-friendly packaging. 

The crinkle paper inside the shipper boxes is biodegradable making it an effective alternative to bubble wrap and other wasteful shipping materials. Our instructional and product inserts are also sustainable, as they are printed on recycled paper and printed with soy-based ink. To wrap up all of these eco-conscious endeavors we use biodegradable shipping tape.

Bottles and jars are crafted from recycled materials. 

AURA Hair Care 3-Step Ritual environmental shot. PCR bottles shown with reusable pumps.

All of our products’ bottles and jars are made from 100% PCR (post-consumer recycled content) and are 100% recyclable — just remember to remove the label before recycling! The caps are not recyclable, but we do offer reusable pumps if you prefer to go a more eco-friendly route.

There are a few Earth-conscious ways to recycle our product packaging that will make you feel even better about your Ritual. The jars can be reused as small planters for plants or as storage for everything from snacks to jewelry to bathroom essentials. They also make the perfect travel jars to store your beauty products in when you are wanting to be organized on the go. You can read more about how to reuse and recycle your Ritual here.  

Introducing: Environmentally-friendly hair care accessories.

Laydown shot of the NEW line of AURA Hair Care accessories. Made with eco-friendly materials.

Our new line of accessories is getting the green treatment as well!

Our must-have Mirror Moment Hair Clips, Wide Tooth Comb, Application Brush, and Mixing Bowl are all crafted 40% plant fiber and 60% recycled plastic. They also are packaged with recyclable materials — even our Hair Wrap Towel comes in a compostable bag. These thoughtfully-sourced materials for our new accessory line are an innovative extension of AURA’s sustainable state of mind.

There are endless possibilities when it comes to sustainability. We continue to review our eco-friendly practices from the ground up and leave no gemstone unturned. We’re on a mission to give the world more magical moments without the waste. Stay tuned for planet-friendly ingredients, packaging, and product updates when you follow us on Instagram or TikTok @aurahaircare and opt-in for emails.