The colour of luxury by Aora Mexico
The new indie make-up brand, just born out of Mexico, AORA MEXICO was launched last week in the United States and is aiming to reach a global audience. Filled with a spark that resonates with the new generation of independent thinkers, Aora Mexico aims to democratize color for a vibrant luxury.
Starting off with a 9-colour palette named MÍRAME (look at me) with intense, vibrant mattes and ultra-reflective metallics. “9 Colors Curated with Care / Clean, Talc-Free Formulas / Plastic Free, Made of Metal,” says the brand. The choice of colors has been designed to mix and blend effortlessly for a long-lasting hold and is formulated to harmonize and complement everyone. It is made for “All skin colors, all skin types,” claims Aora MakeUp.
The make-up palette is talc-free, and the silky eye shadows are made with moisturizing ingredients and without any potentially harmful ingredients like PEGs or synthetic fragrances. Key ingredients include mica, shea butter, silica, vitamin E, and titanium oxide.
In addition, the MÍRAME palette is housed in full-metal armor with an opulent metal pyramid designed with a removable insert. “Made to last, to be treasured, to be reused, to be recycled.”
Founder Nour Taraya, comes from 15+ years of experience in the beauty industry, notably from L’Oréal with the brands Kerastase, Biolage or Shu Uemura. “AORA Mexico is disrupting the beauty industry by celebrating maximalism in colour with minimalism in waste, using noble materials, mono-material packaging, and full recyclability.” expresses Taraya.
No more beige
Based in Mexico, the creative founder is proud to build a luxury brand rooted in Mexican heritage with bold expression through colour, “ because we want clean beauty, but it is so beige today, lacking color.” says Taraya. “ Clean beauty has become boring; every brand is doing the same beigey, neutral colors, making everything so monotonous and so predictable,” he adds.
“ Mexico knows color. No one can remain unchanged after the Mexico poetry of color. In a large sea of luxury brands, consumer brands, and makeup looks, we feel that color is misunderstood. The industry treats color like its only for the young, only for the occasional big event, or for a costume. Color Artistry for all, means bringing everyday techniques, means simplifying artistry, educating on color theory, and telling everyone: you, too, can add a little pop of color today.” explains Taraya.
The name “Aora” comes from the spanish word “ahora”, meaning “now”, because hte make-up palette is on a mission to make a change because the time has come.”To try a different approach to packaging. To hear new voices in makeup. To see new creativity. To sense what color feels like.” claims the brand.
For a negative impact
The brand positions itself as fully recyclable and zero plastic. The palette is made in full aluminium for a long life span and/or a full recyclability. Aora is also partnering with RePurpose Global to contribute to plastic removal for each Aora product consumed. The brand thus claims to be “plastic negative”.
In other words, “ for every AORA MÉXICO product sold, 9x the plastic pollution will be removed through the Buy 1, Remove 9X the Plastic initiative. Because for every plastic product recycled globally, 9 are not (United Nations).”
In line with the trends on “Immortal Beauty” that we predicted to be the next wave in sustainable beauty, the packaging is made with noble, valuable, and durable materials, with an object that feels more than just a palette.
“ An object that feels great in the hand has a sound, a temperature, a weight, a shine to it. An object that can stay in time. Materials that do not lose their value. A conscience that feels better. The knowledge it will not be trash. The respect for craftsmanship.” expresses Aora
An impeccable formula.
Founder Nour insisted on developing colour, performance, and rigor to clean makeup. The brand claims to be “ clean and vivid, safe while divergent..” Dermatologically tested formulas contains ingredients like Mica, Silica, Castor Oil, Squalane, Magnesium Myristate, etc.. They are safe for the eyes and cruelty-free while ensuring optimum color performance.
The range includes a colourful palette, a solid lip serum, and eye pencils. Currently available on DTC through its website, the brand is in discussion with US retailers and is aiming to open in the European market through exclusive prestige retailers.
