Why AORA? Why right now?
It’s time for something new from somewhere else
It’s time for something new from somewhere else
Luxury beauty has long been defined by European and Northern trends, with top makeup artists and creatives emerging from cities like Paris, Milan, and New York. But what about the untold stories? The industry is overdue for a transformation—it's time to move beyond outdated standards and embrace a new era of beauty.
Clean beauty hasn’t embraced full color
Clean beauty hasn’t embraced full color
Clean beauty brands champion safe, non-toxic ingredients, driving a thriving market poised to exceed $14 billion by 2028. However, amidst this growth, the category has become uninspired, often dominated by predictable neutrals and beige tones. It’s time to infuse clean beauty with bold, vibrant innovation.
The beauty industry has a plastic problem
The beauty industry has a plastic problem
Can a clean beauty brand truly be clean if it contributes to plastic waste? A product that’s 100% recyclable should be the baseline, not the exception. For years, we’ve been told premium makeup belongs in black plastic—impossible to recycle. We’re redefining luxury with timeless products designed to endure, using materials that last, not waste.
AORA means now
Our name, from the Spanish word “ahora,” meaning “now,” embodies a deep desire for change—an urgent call for something new, from somewhere else.
It’s time for the beauty industry to wake up to a fresh perspective: to feel beauty in new packaging, to hear untold voices in makeup, to see creativity like never before, and to truly sense the power of color. The urgency is undeniable. This isn’t about slow evolution or empty promises—it’s about acting, now.
Vibrancy born in Mexico
For us, color isn’t a trend—it’s a ritual, a force of change. Mexico is a canvas, and its vibrancy leaves an indelible mark on all who experience it.
In a world of muted luxury and fleeting trends, color is often confined to the young, the special, the extraordinary. But we believe color belongs in the everyday. AORA celebrates the richness, sophistication, and vibrant spirit of Mexican culture and the CDMX community.
Our collection allows you to live in full color—bringing vibrancy into every moment, every expression, every part of your life. Color is the joy we choose to embrace daily.
Future-forward Luxury
A new standard in sustainability—luxury redefined. Our packaging is crafted from noble, durable materials, while our formulas are supremely clean, rigorously tested for safety and performance.
True luxury is an object that feels substantial—rich in texture, weight, and purpose. It endures, retains its value, and respects craftsmanship.
Every product we create is 100% recyclable, plastic-free, and designed to be reused, repurposed, and treasured.
Clean, Crafted Color
We’ve redefined clean makeup with bold color, high performance, and uncompromising safety. We create skin-safe vibrant pigments with pro-artistry standards.
Free from toxins like talc, PEGs, and phthalates, we use skin-friendly ingredients like ethically-sourced Mica, Silica, and Magnesium Myristate. Our formulas are ophthalmologist & dermatologist-tested and never tested on animals.
