Beauty brands are under growing pressure to rethink sustainability, but packaging remains one of the industry’s biggest challenges. At Sephora, AORA is taking a different approach. The Mexico-founded label is now the retailer’s only beauty brand to offer a product range made without plastic packaging.
Rather than positioning sustainability as an added feature, AORA has built it into the brand from the start. Its makeup collection is housed in fully recyclable packaging, offering an alternative to the plastic compacts and tubes that continue to dominate the beauty aisle.
The brand’s product range is equally focused on colour. Inspired by Mexico’s vibrant creative culture, AORA produces high-pigment eyeshadows, eyeliners and lip products designed for bold, everyday wear.
Its lineup includes the Mírame Eyeshadow Palette, featuring nine highly pigmented shades, the Admírame Eyeliner, Acaríciame Lip Serum and the recently launched Inicia 12HR Illuminating Primer, which is designed to provide a long-lasting luminous finish.
According to Hypebae, AORA is currently the only plastic-free brand available at Sephora. The milestone comes as beauty brands face increasing scrutiny over packaging waste and consumers look beyond product formulas when making purchasing decisions.
AORA’s products are priced between US$22 and US$65 and are available through Sephora and the brand’s official website.
