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Aora México brings plastic-free beauty packaging to Sephora
Key takeaways
- Aora México has launched at Sephora, positioning itself as the retailer’s first fully plastic-free beauty brand with recyclable packaging.
- The launch includes Aora’s Inícia Illuminating Primer retail debut.
- The brand combines Mexican-origin ingredients with Spanish-language packaging and bilingual digital content to support representation in prestige beauty.
Aora México, a color cosmetics brand that uses fully plastic-free and fully recyclable packaging, has launched at Sephora. Aora says 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.
Aora’s products are packaged in tin, aluminum, or wood with zero plastic. Its cosmetic solutions are formulated with 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.”
Championing diversity
Aora’s products are now available on the Sephora website, featuring the Inícia Illuminating Primer, which is making its first-ever retail debut.
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 notes that Spanish-language packaging and bilingual digital content are rare at major international beauty retailers. However, Aora adopts a dual-language approach, aiming to drive representation in prestige beauty.
Sephora says it has been supporting the advancement 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
Eco-friendly solutions
Aora’s launch aligns with broader beauty packaging circularity efforts. Last year, the brand collaborated with RePurpose Global to fund the recovery of plastic pollution through its Buy 1, Remove 9X the Plastic initiative. Every purchase funds the removal of nine times its weight in plastic waste from nature.
Aora shares that since the beginning of the initiative, customers have helped fund the removal of more than 2,390 kg 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
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