Aora México launches at Sephora with fully plastic-free packaging in tin, aluminium, wood

MÉXICO – Aora México has launched at Sephora as the retailer’s first fully plastic-free beauty brand, debuting its Inícia Illuminating Primer and Acaríciame Más Spicy Lip Serum in fully recyclable tin, aluminium and wood packaging with zero plastic components.

The Mexico City-based color cosmetics brand, founded in 2022 by Nour Tayara and Rodrigo Peñafiel, is now available on Sephora’s US website from 17 July 2026. 

The launch includes the Inícia Illuminating Primer, which has sold out three times online and is making its retail debut, alongside the Acaríciame Más Spicy Lip Serum formulated with five native Mexican chiles and the pyramid-shaped Mírame Palette inspired by Mexican pyramids.

Zero-Plastic Packaging and 100% Aluminium Retail Displays

Aora’s packaging is crafted entirely from tin, aluminium or wood, eschewing conventional plastic components and adhesives. 

The brand has also developed a fully recyclable, 100% aluminium, zero-plastic in-store display for its retail partners, a first in prestige beauty that costs significantly more than traditional plastic units but aligns with the brand’s mission. 

Nour Tayara, co-founder of Aora, stated that this is the moment the brand was built for, with Sephora setting the standard in beauty, and the launch proving that plastic-free luxury is no longer a niche concept.

Spanish-Language Packaging and Bilingual Digital Content

The brand features Spanish-language packaging and bilingual digital content, a rarity in prestige beauty that reflects its Mexican heritage and the influence of Latina consumers in the US beauty market. 

Aora’s formulas incorporate Mexican-origin ingredients including five native chiles, tepezcohuite, and cactus flower. 

Sephora notes that Spanish-language packaging is rare at major international beauty retailers, and Aora’s dual-language approach aims to drive representation in prestige beauty.

rePurpose Global Plastic-Negative Certification and Sephora’s Beauty Re(Purposed) Program

Aora is certified by rePurpose Global as a plastic-negative company, with every product purchase funding the removal of nine times its weight in plastic waste from the environment.

To date, customers have helped fund the removal of over 2,390 kilograms of plastic waste.

Sephora has collected more than 100,000 pounds (~45,000 kg) of empty beauty packaging through its Beauty Re(Purposed) program, which turns collected packaging into new packaging, carpet, pallets, asphalt or energy.

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