In July 2026, Aora Mexico, a color cosmetics brand that uses completely plastic-free and fully-recyclable packaging options, launched at Sephora. The brand states it is “the first plastic-free beauty brand” to launch at the retailer, reflecting the beauty industry’s shift toward reduced reliance on single-use packaging.
The well-renowned brand offers its products in tin, aluminum, or wood packaging, following its motto of zero-plastic use. The cosmetic formulations of the brand are inclusive of Mexican-origin ingredients, including five native chiles, tepezcohuite, and cactus flower.
Nour Tayara, co-founder of Aora, says: “This is the moment we built Aora for. Sephora sets the standard in beauty, and when it embraces a new idea, the industry pays attention. This launch proves that plastic-free luxury is no longer a niche concept. It belongs at the center of the beauty industry, and we’re proud to show that a brand born in Mexico can help define what’s next.”
“Sephora sets the standard in beauty, and when it embraces a new idea, the industry pays attention. This launch proves that plastic-free luxury is no longer a niche concept. It belongs at the center of the beauty industry, and we’re proud to show that a brand born in Mexico can help define what’s next.”
Aora’s products are also available on Sephora’s website to enhance its consumer reach and reach different types of consumers. Their newly-launched Inicia Illuminating Primer made its first-ever debut on the well-known cosmetic website as well.
Also available is Aora’s Acaríciame Más Spicy Lip Serum, offering a spicy sensation powered by five native Mexican chiles and clean ingredients. Additionally, the offerings include the pyramid-shaped Mírame Palette and collectible leather Chile Carrier Charms.
The company has arrived with a lineup of category-defining hero products and a cult following. The portfolio is inclusive of various other products such as lip serums, primers, a pyramid-shaped palette, and collectible charms. The collection fulfills consumer needs of fashion as well as beauty in the form of the availability of wearable accessories and brand merchandise.
The company took note that Spanish-language packaging and bilingual digital content are hardly found comfortable at international beauty retailers. Hence, it decided to adopt a dual-language approach to set its standard in the prestige beauty alley. The brand arrives at Sephora as one to embrace both. It reflects purchasing power, cultural influence, and beauty leadership of the Latinx consumer, a community that has historically helped shape trends across the beauty industry.
Sephora states that it has been supporting the advancements of diversity and representation within the beauty sector. Personal Care Insights recently sat down with Elodie Barbé, VP of marketing at Sephora Europe, to discuss the beauty industry’s responsibility to deliver inclusivity and how it should be embedded further.
Furthermore, in 2025, Sephora North America selected eight Black Indigenous People of Color brands for its Accelerate program, an incubator designed to enhance and propel emerging beauty brands.
The brand aligns with broader beauty packaging circularity efforts. In 2025, the brand had also collaborated with RePurpose Global to fund the recovery of plastic pollution through its Buy 1, Remove 9X the plastic initiative. Because the core containers are made of 100% metal, they can be recycled as simply as an aluminum soda can. Every purchase funds the removal of nine times its weight in plastic waste from nature. The company also stated that at the initial stage of the initiative, customers helped fund the removal of more than 2,390kg of plastic waste.
Recently, Sephora announced that it had collected more than 100,000 pounds (45,000 kg) of empty beauty packaging through its Beauty Re(Purposed) program. In the program, consumers can drop off clean, empty packaging at any Sephora store. The packaging is then collected, sorted, and turned into new packaging, carpet, pallets, asphalt, or energy. Aora continues to challenge the industry’s reliance on single-use plastic.
AORA was founded in Mexico City in 2022 by Nour Tayara and Rodrigo Peñafiel. The brand was built on the belief that luxury design, high-performance formulas, and environmental responsibility should never be mutually exclusive, it adds. Aora was created out of a desire to fix the "clean beauty" paradox where product formulas are clean, but the packaging relies heavily on unrecyclable plastics.
Every product is packaged in tin, aluminum, or wood with zero plastic. The products are formulated with Mexican-origin ingredients, including five native chiles, tepezcohuite, and cactus flower. It is also popularly known as an award-winning, 100%plastic-free color cosmetics brand in the beauty industry. The brand is also highly known for its capability and innovation in merging bold, colorful artistry with a firm commitment to sustainability.
31 July 2026
30 July 2026
30 July 2026
30 July 2026