News
Influencer Gifting has Gotten Out of Control
A message to all founders and fellow beauty industry professionals Influencer gifting has gotten completely out of control. See Product Let’s be honest: it has morphed into a spectacle, extreme sport—with brands upping each other to send the biggest, flashiest, most outrageous package. But at what cost? A few more likes on social media? A fleeting moment of attention? All while we bury the planet under mounds of plastic. As a co-founder and CEO of a plastic-free beauty brand, I can tell you that you don’t need to ship hundreds of influencers an entire mini fridge or advent box full of product to capture attention and inspire sales. Where is the line? At what point will we say “this is enough”? Image from Laura Lee During the Holidays Plastic waste surges by 25% in the US alone (UNEP). And we’re not just talking about a little extra trash—this is a tidal wave of glittery packaging and useless freebies that inevitably end up in a landfill, incinerator, or shipped off to the global south, where mostly women sift through our cast-offs for next to no pay and under hazardous conditions. That is the hidden cost of these “PR moments.” See Product After 17 years in the beauty industry, I speak from the heart when I say: what truly captures lasting attention is a product of desire. A beautiful, high-performing formula, presented thoughtfully, will shine on its own. We owe it to our consumers—and to the planet—to step up our game without piling up more waste. My plea is simple: stop gifting excessive, unnecessary stuff. Let’s show the world we can be thoughtful curators rather than reckless polluters. Send something that doesn’t turn into trash the minute the unboxing video ends. We don’t need to drown the earth in plastic to feel festive or to go viral. So let’s change this tired script. See Product See Product See Product
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From Cuernavaca to NYC: the story behind Rosa Mexicano
Mexican pink –the beloved Rosa Mexicano– was born out of a fashion collection by mexican designer Ramón Valdiosera. Mexican Pink is a celebration of identity. It started as a way of telling the world: pay attention to the inspiring richness of Mexican culture, past, present and future. See Product Mexican pink, a national color loved by celebrities, architects and everyone alike has an origin story from Cuernavaca to New York City. Dive into the history of this special color, as told by the experts on Mexican colors, AORA Mexico Where it all started Rosa Mexicano was born one evening in 1949 at the Waldorf Astoria, New York when Mexican fashion designer Ramón Valdiosera presented a collection with a particular shade of bougainvillea. The press, fascinated, asked him, "Where does this color come from?" Ramón Valdiosera was in New York on a mission: to show a new Modern face of México. He didn’t get there by himself. It was part of an official campaign. A presidential campaign. Ramón Valdiosera met Mexican President Miguel Alemán during another fashion show, this time in Cuernavaca. See Product The perfect color There was that beautiful pink, a particular hue of color found in Mexican everyday life. The president loved the show and it gave him an idea: Miguel Alemán said it was the perfect color to promote Mexican identity and Mexico as a modern country. Alemán and Valdiosera shook hands. It was the beginning of Rosa Mexicano’s journey Back in New York, in front of the press, Valdiosera explained the origins of that color: it was found everywhere in Mexico, from toys to traditional clothing. It is said then that a journalist shouted: See Product -So it’s a Mexican pink! - Rosa Mexicano And there it was. Celebrities loved Rosa Mexicano: María Félix, Dolores del Río, Paulette Goddard, Rita Hayworth, they all started wearing it. That was just the first chapter Rosa Mexicano started to have a bigger name thanks to architecture. Luis Barragán and Ricardo Legorreta used rosa Mexicano profusely in their buildings. Rosa Mexicano was now an experience and a staple of identity. The campaign was successful The rest is history. Back in New York, in front of the press, Valdiosera explained the origins of that color: it was found everywhere in Mexico, from toys to traditional clothing. It is said then that a journalist shouted:
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Beauty Is In Need of a Packaging Revolution
The beauty industry has a dirty little secret — its packaging. It’s time we talked about it. Your favorite products, the ones promising to care for your skin and hair, come wrapped in the very materials that are choking our planet and accumulating in our bodies. Plastic. Photo by Liubov Ilchuk on Unsplash We’re sold products wrapped in plastic, marketed as luxurious, but that packaging? It’s garbage—literally. Once the product’s used up, more often than not, it’s destined for a landfill, maybe an incinerator, or even worse, floating in our oceans. And for what? The convenience of a plastic tube? The illusion of something “sleek” or “modern”? See Product I’m done with it. We should all be done with it. The reality is that 95% of beauty packaging still relies on plastic , and the industry doesn’t seem to care. They’re stuck in this outdated cycle of waste, selling us the same story with a prettier bow on top. Mixed materials, black plastic—it’s designed for disposability, not sustainability. And what’s worse? Most of it isn’t even recyclable. Those mascaras, lipsticks, and tiny compacts? They’re too small, too complex, or just too invisible to most recycling systems. Here’s where I stand: beauty doesn’t need to be part of this waste problem. It can be part of the solution. It’s time to rethink what packaging should be. That means materials with integrity, ones that last, that are recyclable, that actually hold value beyond a single use. We’ve been so obsessed with convenience, we forgot that packaging should have a second life. See Product Tin. Aluminium These are materials that endure, materials that can be recycled over and over again without degrading. Why aren’t more brands using them? Because they’re too busy chasing trends and cutting costs, ignoring the fact that the planet is paying the price for their cheap decisions. And it doesn’t have to be complicated. Simplicity is key. We need mono-material packaging that’s easy to recycle, that doesn’t confuse consumers or burden recycling centers. No layers, no unnecessary pieces, just straightforward, functional design that makes sense. This isn’t some radical idea—it’s common sense. The beauty industry loves to talk about innovation, but where’s the innovation in sticking with the same plastic packaging we’ve been using for decades? True innovation is about pushing boundaries, and demanding better. We don’t have time to wait for the big brands to catch up. The revolution has to start now. It’s about real responsibility, about rethinking the way we create and consume. Beauty can be beautiful, inside and out, if we choose materials that respect the earth as much as they do the product. The question is, who’s ready to make that choice?
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Our first time doing makeup in NYFW with Zankov - AORA
We did the makeup for the Zankov Show ‘I Just Can't Help Myself’ is the name of Zankov's FW25 collection, which we got to be a part of hand in hand with the talented Laramie. This is a special moment for Zankov, celebrating its 5th anniversary, and we are honoured to have been part of this iconic fashion show. The inspiration for this collection is based on a subversive spirit, inspired by the energy of New York in the 60's, with a mix of the music of Nico, the cinema of Chantal Akerman and the iconic figure of Candy Darling. The vibrant, saturated colours of the season are combined with luxurious textures and a bold silhouette that invites us to explore an irreverent and daring side of fashion curated by Zankov. Behind the makeup The make-up looks, designed by Laramie for this show, were an homage to rock'n'roll and carefree beauty, with smoky eyes in shades of orange, silver and black, matte and sculpted skin, and nude lips that perfectly complemented the energy of the collection. The Aora products used to achieve these looks were: Mirame eyeshadow palette, Admirame eye pencil and Acariciame lip serum for the finishing touch. See Product See Product See Product ‘This season I was inspired by a Subversive Spirit, one that I feel is more important now than ever before.’ Henry Zankov Zankov won the CFDA Vogue Fund award in 2023 and the CFDA American Emerging Designer of The Year award in 2024. About AORA AORA MÉXICO is a Mexican-born, plastic-free beauty brand on a mission to redefine luxury and challenge what we think about beauty. Founded in 2022, out of a deep need for change by Nour Tayara and Rodrigo Peñafie, two creatives with varied backgrounds, but with one common goal: to put vibrant México on the map of beauty and tackle the plastic problem of the industry, while opening eyes to their world of color. They asked themselves: is clean beauty really “clean” if it’s carelessly creating plastic waste? Their answer brought AORA MÉXICO to life. The name AORA reflects a deep, urgent call for change, rooted in the Spanish word ahora—"now." Driven by the mantra “Do Well by Doing Good,” co-founder Nour Tayara merges practicality with innovation to create beauty experiences that are as sustainable as they are captivating. For Nour, a brand is not just a collection of products—it’s an opportunity to inspire sustainable living and to make a positive impact on the world. AORA MÉXICO makes its NYFW debut with Zankov FW25. Bold eyes, sculpted skin & nude lips—discover the makeup behind this iconic runway moment. MÉXICO is a reflection of his vision for diverse beauty and sustainability, deeply inspired by Mexico’s rich culture and natural beauty.
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Buy 1, Remove 9X the Plastic - AORA X rePurpose
The beauty world loves to talk “clean” and “green,” but here at AORA MÉXICO, we’re actually doing something about it. We’ve partnered with rePurpose Global, the world’s leading Plastic Action Platform to become certified Plastic Negative. Translation? For every AORA product sold, 9x the plastic pollution will be removed through our Buy 1, Remove 9X the Plastic initiative. Why? Because for every plastic product recycled globally, 9 are not ( United Nations) . But here's the game changer We’re going beyond our own footprint, to help clean up the entire industry’s plastic mess. We’re not content with being responsible for our own footprint—we’re actively funding plastic recovery so that other brands’ waste gets addressed, too. See Product Let's get real The beauty industry is drowning us in plastic—over 95% of its packaging is still made from plastic ( British Beauty Council ). Black plastic, mixed materials, tiny packaging—it’s all rigged to fail. That’s why here at AORA we said, “Plastic Could Never,” and went all-in on 100% plastic-free, recycle-ready, and downright gorgeous packaging made from tin, aluminum, and wood. These noble materials aren’t just buzzwords; they’re durable, timeless, and designed to be reused or passed down (instead of clogging up our landfills). After the latest round of disappointing talks to ratify a global plastics treaty, we’re doubling down on our stance: if the world isn’t going to fix this, we’ll lead the charge ourselves. “While our oceans and waterways continue to choke on plastic pollution, we have no choice but to refuse to use plastic in the first place. It is our purpose as a brand to show the world that beauty doesn’t have to come with a compromise to packaging, says co-founder Nour Tayara. About AORA México AORA MÉXICO is a Mexican-born, plastic-free beauty brand on a mission to redefine luxury and challenge what we think about beauty. Founded in 2022, out of a deep need for change by Nour Tayara and Rodrigo Peñafie, two creatives with varied backgrounds, but with one common goal: to put vibrant México on the map of beauty and tackle the plastic problem of the industry, while opening eyes to their world of color. They asked themselves: is clean beauty really “clean” if it’s carelessly creating plastic waste? Their answer brought AORA MÉXICO to life. The name AORA reflects a deep, urgent call for change, rooted in the Spanish word ahora—"now." Driven by the mantra “Do Well by Doing Good,” co-founder Nour Tayara merges practicality with innovation to create beauty experiences that are as sustainable as they are captivating. For Nour, a brand is not just a collection of products—it’s an opportunity to inspire sustainable living and to make a positive impact on the world. AORA MÉXICO is a reflection of his vision for diverse beauty and sustainability, deeply inspired by Mexico’s rich culture and natural beauty. About rePurpose rePurpose Global is the world’s leading Plastic Action Platform, bringing together brands, consumers, innovators, and policymakers to collectively combat the plastic waste crisis. Through its pioneering solutions across the circular economy value chain, rePurpose has helped more than 500 companies measure, reduce, and take action on their plastic footprints, while driving systems change on a global scale. rePurpose Impact Projects have recovered over 30 million kilograms of plastic waste from the environment to date, protecting vulnerable coastal regions across the Americas, Africa, and Asia. In doing so, the organization has enabled the delivery of waste management services to millions of people across the world, while positively impacting the lives of thousands of marginalized waste workers. Founded in 2016, rePurpose Global now employs over 50 full-time team members across offices worldwide. See Product See Product See Product
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Buy 1, Remove 9X the Plastic - AORA X rePurpose
The beauty world loves to talk “clean” and “green,” but here at AORA MÉXICO, we’re actually doing something about it. We’ve partnered with rePurpose Global, the world’s leading Plastic Action Platform to become certified Plastic Negative. Translation? For every AORA product sold, 9x the plastic pollution will be removed through our Buy 1, Remove 9X the Plastic initiative. Why? Because for every plastic product recycled globally, 9 are not ( United Nations) . But here's the game changer We’re going beyond our own footprint, to help clean up the entire industry’s plastic mess. We’re not content with being responsible for our own footprint—we’re actively funding plastic recovery so that other brands’ waste gets addressed, too. Let's get real The beauty industry is drowning us in plastic—over 95% of its packaging is still made from plastic ( British Beauty Council ). Black plastic, mixed materials, tiny packaging—it’s all rigged to fail. That’s why here at AORA we said, “Plastic Could Never,” and went all-in on 100% plastic-free, recycle-ready, and downright gorgeous packaging made from tin, aluminum, and wood. These noble materials aren’t just buzzwords; they’re durable, timeless, and designed to be reused or passed down (instead of clogging up our landfills). After the latest round of disappointing talks to ratify a global plastics treaty, we’re doubling down on our stance: if the world isn’t going to fix this, we’ll lead the charge ourselves. “While our oceans and waterways continue to choke on plastic pollution, we have no choice but to refuse to use plastic in the first place. It is our purpose as a brand to show the world that beauty doesn’t have to come with a compromise to packaging, says co-founder Nour Tayara. About AORA México AORA MÉXICO is a Mexican-born, plastic-free beauty brand on a mission to redefine luxury and challenge what we think about beauty. Founded in 2022, out of a deep need for change by Nour Tayara and Rodrigo Peñafie, two creatives with varied backgrounds, but with one common goal: to put vibrant México on the map of beauty and tackle the plastic problem of the industry, while opening eyes to their world of color. They asked themselves: is clean beauty really “clean” if it’s carelessly creating plastic waste? Their answer brought AORA MÉXICO to life. The name AORA reflects a deep, urgent call for change, rooted in the Spanish word ahora—"now." Driven by the mantra “Do Well by Doing Good,” co-founder Nour Tayara merges practicality with innovation to create beauty experiences that are as sustainable as they are captivating. For Nour, a brand is not just a collection of products—it’s an opportunity to inspire sustainable living and to make a positive impact on the world. AORA MÉXICO is a reflection of his vision for diverse beauty and sustainability, deeply inspired by Mexico’s rich culture and natural beauty. About rePurpose rePurpose Global is the world’s leading Plastic Action Platform, bringing together brands, consumers, innovators, and policymakers to collectively combat the plastic waste crisis. Through its pioneering solutions across the circular economy value chain, rePurpose has helped more than 500 companies measure, reduce, and take action on their plastic footprints, while driving systems change on a global scale. rePurpose Impact Projects have recovered over 30 million kilograms of plastic waste from the environment to date, protecting vulnerable coastal regions across the Americas, Africa, and Asia. In doing so, the organization has enabled the delivery of waste management services to millions of people across the world, while positively impacting the lives of thousands of marginalized waste workers. Founded in 2016, rePurpose Global now employs over 50 full-time team members across offices worldwide.
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