AURA Hair Care Review

About AURA Hair Care

AURA Hair Care Review

AURA makes things personal with its line of vegan, cruelty-free, and totally customized hair care. Offering three core products formulated to give your strands exactly what they need, including the color you want, your personalized plan is just a short quiz away.

Custom products are huge right now. And it makes sense considering we live in different climates, have different hair types, and follow different routines. Despite its recent launch just last year in 2021, AURA already has over 15k followers across its social media pages—its line  is clearly catching on.

Is personalized hair care really the answer for healthy locks? This AURA hair care review will help you find out. We’ll cover all the must-knows about the brand and its results-driven line, as well as things like customer feedback and promotions. From there, you’ll have all the facts to decide if it’s the right fit for your routine.

Overview of AURA Hair Care

AURA Hair Care Review

AURA is the 2021 baby of the leading at-home hair color brand, eSalon. The company was founded back in 2010 and offers a range of super-pigmented, easy-to-use at-home hair color systems delivered straight to your door.

Following suit, AURA is also a web-based brand that develops a system of shampoo, conditioner, and masks tailored for your unique hair and goals. The company was developed out of the need for more in the hair care industry—more personalization, more quality, more inclusion.

Free from paraben, SLS, and SLES, AURA’s line comes packaged in bottles made from recycled materials to keep you, and the planet, safe. Along with both the vegan and cruelty-free stamps of approval, this brand challenges others in the hair care realm to do better.

What kind of ingredients can you expect from its formulas? Everything that needs to be there and nothing that doesn’t. Depending on what your hair needs, your system will be fortified with plant-based pros like squalane (great for moisture), tea tree oil (so good at cleansing), and chia seed oil (a game-changer for dull, limp hair).

On a transformative mission, AURA seeks to give you the hair you’ve always wanted. Now that you’ve come to know the LA-based brand a little better, this AURA hair care review will move on to the highlights.


  • Offers three core products personalized to your hair (shampoo, conditioner, mask)
  • Unlimited formula combinations
  • Six scents (including a fragrance-free option)
  • Vegan and cruelty-free
  • Free from paraben, SLS, and SLES
  • Packaging made with recycled materials
  • Ships internationally
  • Money-back guarantee OR free reformulation
AURA Hair Care Review

For AURA, it’s all about transformative moments. A color you love…the curls you never knew you had…shiny, soft strands you can’t stop touching. Our hair is an incredibly personal part of who we are—why in the world have we been using blanket hair care?

Giving you tons of options, your first step to your dream hair care system is the brand’s easy, and dare we say it, fun quiz. Asking questions from your hair type to scalp sensitivity, based on your answers, AURA will add nourishing, cleansing, and/or calming ingredients from its wheelhouse to your formula.

Offering a simple system of shampoo, conditioner, and a mask, once the base of your products is complete, you’ll then have a choice to add a semi-permanent color or neutralizer to your conditioner or mask. Then comes the scent.

With six scent options including Golden Sunrise, Moonlit Stroll, and one that’s totally fragrance-free, you pick the type and strength of your final product.

Since we’ve got the quiz covered, it’s time for this AURA hair care review to keep chugging along. Up next, you’ll find the details on each product offered by the brand.

AURA Personalized Hair Care Review

Though we’ll cover five different sections here, AURA actually offers three different products (a shampoo, a conditioner, and a mask). Its semi-permanent colors and neutralizers are available as add-ons.

We’ll walk you through each of what’s available to you within its personalized system, but remember—each formula is custom to you. Based on the answers you provided in the quiz, each product will be tailored to your hair’s type and needs. We’ll explain everything ahead.

AURA Hair Care Shampoo Review

Like cleanser is to an effective skincare routine, shampoo is the first step that sets your hair up for success…at least, that’s what it should be. Not everyone needs the same type of shampoo and cleansing.

Like skin, stripping certain types of hair can cause it to become too oily, too dry, or too sensitive. That’s why custom shampoo is so important.

The AURA Personalized Shampoo will be formulated for your specific hair type—tender scalp and all. Delivering moisture when needed and cleansing when not, this product is the first step to an effective hair care routine. Ingredients like hyaluronic acid (for scalp care and moisture), tea tree oil (to nourish your scalp), or caffeine (to soothe your scalp) might be added.

You’ll receive your custom formula in a 10 fl oz bottle for $28.

AURA Hair Care Personalized Conditioner Review

Ever used shampoo and not conditioner? Providing an extra hit of moisture, along with conditioning ingredients to add softness, shine, and nourishment, the AURA Personalized Conditioner delivers touchable soft strands, bouncy curls, and a temporary color if you so desire.

The Personalized Conditioner will be where the majority of moisturizing ingredients come into your system, and it’s developed with your center formula, your preferred pigment or neutralizer, and your favorite scent. You might find ingredients like rice bran oil or squalane in your conditioner for replenishment, breakage prevention, and deep moisture.

Do your hair a favor and don’t skimp out on conditioner. A 10 fl oz bottle is $28.

AURA Hair Care Personalized Masque Review

Not everyone uses a masque, but if you’re looking for luscious, shiny, and truly healthy strands, it’s the only way to go. Kind of like a conditioner, think of a masque as a more concentrated source of nutrition and healthy fats for tired, dull, and brittle hair.

Made with the right kind of ingredients to bring out the best in your hair, your Personalized Masque won’t be too heavy, greasy, or too light. Ingredients like a vegetable protein complex, murumuru butter, and coconut oil may be added to provide nourishment and shine. If you like, you can even add color to this step or a neutralizing pigment.

AURA suggests using your masque once a week, but you can increase or decrease the frequency based on how your hair responds. You’ll leave this treatment on for 5-10 minutes while it works its magic.

Add this 8 fl oz A-list essential to your routine for $28.

AURA Hair Care Personalized Color Enhancing Pigments Review

Since AURA is part of the eSalon family, we’re super stoked that it’s combined high-quality at-home hair color with high-performing hair care. And boy, are there a ton of options for color!

Adding rich color to your conditioner and/or masque, the AURA Personalized Color Enhancing Pigments bump up your routine with temporary, semi-permanent hues. You’ll find all of the regular suspects in this line of 30 classic shades, along with 25 fantasy hues for a hit of funky color.

When added to your conditioner, it helps to keep your existing color looking fresh and vibrant over time. You can go ahead and use this one daily, leaving it on for 3-4 minutes

When used in the masque, it acts as a color-depositing treatment, either giving you a new color or amping up the one you already have. Use this one bi-weekly by leaving it on for 10-15 minutes. The Personalized Color Enhancing Pigments are a free add-on for both products.

AURA Hair Care Personalized Neutralizing Pigments Review

Color-neutralizing products can be a game-changer for hair. Mixing them right in with your conditioner and masque, they eliminate brassy tones for a brightening effect that creates glossy, smooth color. AURA offers three neutralizing options:

  • For blonde, gray, and white hair
  • For brunette hair
  • For dark brunette and black hair

Washing your hair with a slight tint of either purple, brown, or dark brown, the AURA Personalized Neutralizing Pigments keeps your color fresh. Add them to your conditioner and masque for free.

Who Is AURA Hair Care For?

AURA Hair Care Review

Here’s the thing with standard hair care products: they take a one-fits-all approach. As time marches on and we learn the obvious truth that our bestie’s hair is different from our own, we wonder why custom hair care is something no one ever thought of before.

The AURA Personalized Hair Care system is for those who want something for their unique hair. Whether it’s curly, straight, wavy, or something in between, this brand customizes your formula so that it works for you.

Ideal for all hair types for men, women, and non-binary folks, this brand gives your strands exactly what they need, or the color you want, based on the answers from your quiz. As a vegan, cruelty-free, and sustainable line, AURA takes a modern approach to hair care.

AURA Hair Care Reviews: What Do Customers Think?

AURA Hair Care Review

Does personalized hair care really make a difference? The logic behind the brand makes sense. No AURA hair care review would be complete without hearing from customers, so in this section, that’s what we’ll do. Our first stop was Reddit.

We love hitting up Reddit for feedback because the platform’s users are known for being unapologetically honest. There are usually discussions between members seeking to help other members out. Thankfully, this was the case for AURA.

In one thread within a community for curly hair, several members weighed in with AURA hair care reviews. Here’s what one Redditor wrote about their results:

I haven’t compared the ingredients yet with the curly girl method, but I’m liking the results. I’m allergic to fragrance, so this is the first time my head has not been crazy itchy after using a shampoo (as fragrance-free was an option). My hair has been crazy wavy and fluffy even without additional products.

Getting to choose your fragrance is just one of the perks that come with custom hair care—you won’t get this same option from other brands. Creating products exactly to your specifications means that a.) more people can use them, and b.) you’ll get precisely what you want.

Since AURA is a new brand, there wasn’t a ton of feedback available online, but there were some informative YouTube videos where we actually got to see the results. To peek in on its color tinted options, we checked out an AURA hair care review from Lauren Lex who spoke about the Shampoo and the Conditioner with an arctic gray tint.

What did she think of the pair? For the shampoo, she said she loves her chosen fragrance (moonlit stroll) and noted how it “easily glides through the hair and coats and lathers really nicely.” Even though it’s a thinner formula, the lather part is key.

Natural shampoos have a tendency to be so…flat. It’s great to know that AURA chose ingredients that are clean and plant-based but give you the same enjoyable experience that rich bubbles do.

About the color-tinted conditioner, Lauren said that the deposit had a “really strong color.” She went on to say the word “strong” about 20 times, which helped us to understand that if you’re looking for wishy-washy color, you should try elsewhere.

For our last AURA hair care review, we headed over to Thing Testing. Even though there’s only one comment, the user rated the service 4/5 stars and left some helpful feedback. After using just the Conditioner, they wrote:

I really have liked [the conditioner]. This was the first hair product that I had done customization for online and the process was both easy and fun. You were able to select things like your hair type, scent, coloring, etc. And I do think the actual product followed everything that I included in my customization.

Finishing off by writing “I would definitely consider this higher quality and better results,” we came to understand AURA’s system as one that’s worth the money if you want to see a difference in your hair. Creating a personalization process that’s easy, a formula that’s tailored to your hair may also have something to do with a higher level of results.

Overall, the feedback for this brand was great. It appears that the majority really like what they have seen with AURA. Even though there’s not a heap of reviews available, we got a great idea of what customers think.

Is AURA Hair Care Legit?

AURA Hair Care Review

From what we’ve seen in AURA reviews, it is most definitely a legit brand. People love using it, whether it’s one product or the entire system. Reporting high-quality ingredients, lovely application, and dreamy scents, it sounds like personalized hair care is the way to go for strands that look and feel healthy.

The most common complaint we found against AURA was that its color-tinted products can do quite the number on your tub. Now, this isn’t something that’s only experienced with this brand, and you should be aware that if you choose a dark or vibrant color, it may stain.

That’s the nature of hair color, but it also speaks to how strong AURA’s colors are, which isn’t always a bad thing. When using the color-depositing mask or conditioner, it’s important to treat it like you would hair color. That means combing it through from roots to ends and applying it evenly. Don’t just put it on willy-nilly as you might a regular conditioner.

Since AURA is a new brand, there’s still a learning curve that seems to be experienced by customers. Follow the directions to the T and you shouldn’t be surprised.

Is AURA Hair Care Worth It?

AURA Hair Care Review

Personalized hair care is becoming more popular. Why choose a generic product when you could have a formula specially made for your hair? From what we’ve learned in this AURA hair care review, custom products just make sense, and we love how easy this brand makes it—simply hop online, take the quiz, and receive your products.

Offering a complimentary reformulation or your money back, consider your first use of this like completely risk-free. This modern brand has all the right stickers and seals of approval. Vegan, cruelty-free, and free from common nasties, choosing AURA means you’re doing the earth a solid while you care for your hair.

AURA Hair Care Promotions & Discounts

AURA Hair Care Review

If there’s one thing we’ve learned from online shopping, it’s that it comes with perks. AURA is no exception. The digital brand offers quite a few ways to give customers a lift:

  • Trio Discount: Save $17 when you buy all three products
  • Buy in bulk to get higher discounts
  • Subscribe to save 15% (no AURA hair care promo code needed!)
  • All orders are shipped for free

Where to Buy AURA Hair Care

AURA Hair Care Review

The beauty of this brand is in its completely digital model. To buy its products, head to and complete the quiz. From there, the brand ships your personalized hair products directly to your door.


AURA Hair Care Review

Who owns AURA Hair Care?

AURA is an offshoot of eSalon, a web-based custom hair color company that delivers personalized formulas to your door. Founded in 2010, the El Segundo, California-based brand won Allure magazine’s award for Best Hair Color eight times.

Does AURA Hair Care ship internationally?

Yep! AURA Hair Care ships to more than a handful of countries around the world including the UK, Europe, and Canada. To see if they ship to your location, select the flag icon at the top right-hand corner of the webpage.

What is AURA Hair Care’s Shipping Policy?

Shipping within the USA for free, AURA takes between 3-5 business days to process your order after it’s formulated your products. Once it does ship, you’ll receive a confirmation email with a tracking link. Click the link to see the latest about where your order is on its way to you.

What is AURA Hair Care’s Return Policy?

AURA does personal hair care, but if you’re not pumped about any of its products for any reason, just let its team know. The process is super simple:

  1. Reach out to a specialist
  2. Ship your products back
  3. Its team will adjust your formula or give you a refund

How to Contact AURA Hair Care

If you need any other information that wasn’t included in this AURA hair care review, call the brand at (844) 973-3910. The support team is available Monday through Friday, from 8:00 am to 6:00 pm PST.

Check out similar brands you might like:

Jupiter Hair Care Review

Hair La Vie Review

KeepItAnchored Hair Care Review

Vegamour Hair Serum Review

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