Sephora is set to stock luxury make-up brand Aora this month, marking the US retailer’s first fully plastic-free beauty brand.
The Mexican make-up brand will launch on sephora.com from 17 July, when its range of high-performance colour cosmetics housed in sustainable packaging will be available to shop.
The brand will launch with a strong line-up of products, including Acaríciame Más Spicy Lip Serum, formulated with five native Mexican chiles, and Aora’s bestselling Inícia Illuminating Primer, alongside collectible leather Chile Carrier Charms.
Being Sephora’s first fully plastic-free brand is “an incredible honour,” Nour Tayara, CEO and co-founder of Aora, told Cosmetics Business.
Due to demand, the entry deadline for the Pure Beauty Awards has been extended until 24 July! Don't miss your chance to gain recognition from industry experts and consumers alike. Click here for more information.
“More than being the first, it is meaningful to see a retailer like Sephora recognise that sustainability and prestige beauty can belong together.
“To us, it signals that thoughtful innovation deserves a place alongside the very best in beauty.”
The brand, which launched in 2022, was built to show ‘clean’ formulas do not have to be boring and that plastic-free packaging should be a standard, formulated with Mexican-origin ingredients.
Tayara continued; “What excites us most about launching at Sephora is the opportunity to introduce Aora to an entirely new audience through the world's leading prestige beauty retailer.
“As a Mexican luxury beauty brand, this moment is incredibly meaningful as it signals that innovation, craftsmanship and premium quality can come from anywhere.
“Sephora gives us the platform to authentically build relationships with US consumers while inviting them to discover a fresh perspective on prestige beauty.
“We believe today's beauty customer is looking for brands with a strong point of view, rich cult
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.
