Aora México launches in the U.S. at Credo Beauty
The launch marks a deliberate move to reinvent beauty standards in the prestige channel.
USA – Aora México, a Mexico-based plastic-free beauty brand, has launched its Mexican‑born, plastic‑free colour cosmetics brand in the U.S. through an exclusive omnichannel partnership with Credo Beauty.
The brand also leans into a “plastic‑negative” agenda: via a partnership with rePurpose Global, each product sold funds the removal of roughly nine times the plastic waste generated by a comparable conventional cosmetic, effectively turning a green claim into a quantifiable, third‑party‑backed impact metric.
Nour Tayara, co-founder of Aora, said, “Aora was built on the belief that beauty can be radically better for the planet without compromising performance or design.”
“From day one, we’ve set out to prove that sustainability can still feel bold, expressive, and unmistakably ‘hot like Mexico.”
Nour added, “To partner with Credo Beauty, a true authority in clean and sustainable beauty, is incredibly meaningful.”
AORA México was founded in 2022 by makeup‑industry veterans, Nour Tayara, Rodrigo Peñafiel, and Jaspar Eyears, explicitly to move beyond Eurocentric notions of “luxury” and uplift Mexican creativity, colour culture, and ingredients.
AORA México offers a range of clean, luxury makeup products with bold colours and sustainable, plastic-free packaging.
Their portfolio includes lipsticks, lip serums, primers, eyeshadows, and curated sets, often featuring recyclable, all-metal containers and native Mexican ingredients such as chile, tepezcohuite, and cactus flower.
The market for plastic‑free colour cosmetics is expanding rapidly, driven by consumer demand for sustainable beauty, regulatory pressure against single‑use plastics, and innovation in packaging materials like aluminium, glass, bamboo, and biodegradable films.
According to a report by Towards Packaging, the plastic‑free cosmetic packaging market is expanding rapidly, fueled by sustainability demands and strict global regulations.
Meanwhile, early last year, Aora México collaborated with RePurpose Global to fund the recovery of plastic pollution through its initiative to tackle the impact of cosmetic packaging pollution.
The Buy 1, Remove 9X initiative will remove nine times the plastic pollution from the environment for every Aora product sold.
Aora México is now certified as a “plastic-negative” company by RePurpose Global, a plastic action platform that collaborates with brands, consumers, and policymakers to combat the plastic waste crisis.
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