OUR STORY
Born from a journey through Vietnam
A story of small streets, quiet villages, and one humble fruit that changed how we see hair care.
Vietnam ✦
Coconut rituals ✦
Cold-pressed ✦
Natural shine ✦
No fake shine ✦
It started with a trip
AURA did not start as a business idea. It started with a journey. As we travelled through small streets, local villages and tropical landscapes, one thing kept appearing wherever we went: coconut.
Not as a trend. Not as marketing. Simply as part of everyday life.
Coconut, everywhere
People used it naturally: in their hair, in their homes, in their cooking and in their wellness rituals. Nothing about it felt forced. It was simple, authentic and deeply woven into the culture.
We learned that coconut oil had been used for generations to keep hair soft, nourished and healthy-looking in the humid tropical climate, long before beauty trends ever turned it into a product.
Made the traditional way
We visited local farms and small producers where coconut oil and cream were still made using traditional methods. We watched every step closely: the coconuts, the extraction, the textures, the care behind each stage.
What stayed with us most was how natural it all felt. Nothing excessive. Nothing artificial.
“Sometimes the best rituals are the simplest ones.”
That is where AURA began
Back home, we could not stop thinking about it. Beauty today often feels overcomplicated: too many ingredients, too many promises, too much noise. In Vietnam, it felt different. Simpler. More honest.
So we created AURA: hair care inspired by those moments and those rituals, made to feel effortless, natural and pleasant to use every day. Not based on trends, but on real experiences from our journey.
OUR PROMISE
What we believe in
The AURA rituals
