AORA Mexico
AORA Mexico is a luxury, plastic-free color cosmetics brand founded in 2022 in Mexico City. It sells lip serums, eyeshadows, eyeliners, and primers through DTC e-commerce, TikTok Shop, and a 2026 US retail launch at Credo Beauty.
- Company typePrivate
- Founded2022
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What AORA Mexico does
AORA Mexico, Inc. is a privately held, clean color-cosmetics brand headquartered operationally in Mexico City and incorporated in Delaware. Founded in 2022 by Nour Tayara and Rodrigo Peñafiel, the company sells a curated line of 100% plastic-free lip, eye, and face products — including the ACARÍCIAME solid lip serum (and its chile-infused "Más" variant), the MÍRAME eyeshadow palette, the ADMÍRAME eyeliner, the HÁBLAME lip liner, and the INICIA 12-hour illuminating primer — packaged exclusively in mono-material aluminum, tin, and wood components. The brand's formulation and packaging architecture (clean, talc-free, dermatologist-tested; ethically sourced mica; mono-material designs engineered for recyclability) and a certified plastic-negative arrangement with rePurpose Global (claiming 9x plastic-waste removal per product sold) constitute the company's technical and ESG spine.
The core product surface is complemented by handcrafted leather accessories (chile carrier charms, totes, zip pouches) produced in León and CDMX. Pricing spans $14 for individual SKUs to $145 for curated sets, with tiered site-wide discounts (15–25% at $50/$75/$95 thresholds) and free US shipping above $50; products fulfill from a US warehouse to eliminate customs duties for American customers. Distribution is dual-channel: direct-to-consumer through Shopify-powered dual storefronts (US and Mexico) plus TikTok Shop social commerce, with a first physical US retail launch through Credo Beauty announced April 2026.
Revenue is not publicly disclosed; the only capital event on record is a $250,000 SEC Form D exempt offering filed September 2023, of which $125,000 was sold. AORA serves four overlapping customer segments — sustainability-conscious beauty consumers, Mexican-cultural-heritage enthusiasts (domestic and diaspora), US clean-beauty shoppers reached via Credo and DTC, and professional makeup artists — and competes on the intersection of luxury performance, plastic-free packaging, and culturally specific branding that has earned consistent earned-media placement in Vogue, Forbes, ELLE, WWD, Glamour, Business Insider, Oprah Daily, and CNN Underscored.
AORA Mexico firmographics
Firmographics- Name
- AORA Mexico
- Legal name
- AORA Mexico, Inc.
- Website
- https://aoramakeup.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AORA Mexico is a luxury, plastic-free color cosmetics brand founded in 2022 in Mexico City. It sells lip serums, eyeshadows, eyeliners, and primers through DTC e-commerce, TikTok Shop, and a 2026 US retail launch at Credo Beauty.
- Ownership category
- akta.pro rank
AORA Mexico industry classification
Industry- Product category
- Luxury Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
- akta.pro secondary industries
- Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB)
Keywords
Where AORA Mexico is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
AORA Mexico business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: AORA generates revenue through direct-to-consumer sales of plastic-free cosmetics including lip serums, eyeshadows, eyeliners, and curated sets. Products range from $14 to $145+ with bundle discounts. The company sells through their Shopify-powered e-commerce platform and retail partnerships.
- US Retail Partnership Sales: Revenue from wholesale supply to Credo Beauty retail locations in the United States, representing the company's first brick-and-mortar retail presence in the US market.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products - Lip Serums |
| Unit Pricing | Pay-as-you-go | Individual Products - Color Cosmetics |
| Unit Pricing | Pay-as-you-go | Bundles and Sets |
| Other | Pay-as-you-go | Volume Discounts |
| Unit Pricing | Pay-as-you-go | Accessories and Merchandise |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
AORA Mexico product offering
Product offeringCore offering
AORA Mexico designs, manufactures, and sells clean, plastic-free luxury color cosmetics through direct-to-consumer e-commerce and retail partnerships. Its core assortment includes solid lip serums, eyeshadow palettes, eyeliners, lip liners, and illuminating primers packaged in mono-material aluminum, tin, and wood containers, complemented by curated beauty sets and handcrafted leather accessories.
Product overview
AORA Makeup is a clean, plastic-free color cosmetics brand based in CDMX, Mexico, founded in 2022 by Nour Tayara and Rodrigo Peñafiel. The company offers a complete line of luxury beauty products centered around bold color and sustainability. The core product portfolio includes: ACARÍCIAME and ACARÍCIAME MÁS solid lip serums (with the Más variant featuring 5 Mexican chiles for volumizing effects), MÍRAME 9-shade eyeshadow palettes, ADMÍRAME eyeliners, HÁBLAME lip liners, and INICIA illuminating primer. Products are packaged in 100% plastic-free materials using noble materials like aluminum, tin, and wood. The company extends its offerings through curated sets (Taste of Mexico, Discover AORA) and handcrafted leather accessories (Chile Carrier Charms, Solecito Charms, Tote Bags) manufactured in León and CDMX, Mexico.
Differentiator
Problem solved
Functional benefit
Products and services
- ACARÍCIAME Solid Lip Serum A pH-adjusting solid lip serum that hydrates, adds color, and provides a glossy finish, available in shades including Rosa.02, Vanta.02, Rosa.03, Vino.01, Rosa.04, and Dorado.02. Sold to individual consumers via DTC and retail.
- ACARÍCIAME MÁS Volumizing Solid Lip Serum A spicy, volumizing solid lip serum infused with five Mexican chiles (Guajillo, Ancho, Serrano, Habanero, De Árbol) for natural lip plump and tingling stimulation with glossy shine and hydration.
- MÍRAME Eyeshadow Palette A 9-shade eyeshadow palette featuring ultra-reflective metallics and vibrant mattes, talc-free and dermatologist-tested, with colors inspired by Mexico's vibrant palette.
- ADMÍRAME Eyeliner Intensifying Eye Pencil A creamy, alcohol-free eyeliner available in five shades (Durazno.01, Azul.02, Café.01, Vanta.03, Rojo.01), made with 100% biodegradable wood body and recyclable aluminum cap.
- HÁBLAME Lip Liner Pencil A creamy lip liner that sculpts, defines, and stays. Water-resistant, non-drying formula in 100% wood and metal packaging, available in three shades: Rosa.05, Rojo.02, and Morado.02.
- INICIA 12HR Illuminating Primer A 12-hour illuminating primer that smoothes, hydrates, and brightens skin while defending against urban pollution, formulated with tepezcohuite, cactus flower, and shea extract in a 100% aluminum tube.
- Taste of Mexico Set A trio set featuring color and spice, combining the MÍRAME eyeshadow palette and ACARÍCIAME lip products in curated combinations.
- Discover AORA Set The full AORA routine kit containing everything needed to experience the complete plastic-free beauty collection.
- Chile Carrier Charm A handcrafted chile-shaped bag charm made from 100% leather and gold-tone hardware, designed to carry the ACARÍCIAME lip serum and handmade in León, Mexico.
- Solecito Carrier Charm A handmade sun-shaped bag charm in collaboration with Costa Coral, crafted from 100% leather and metal with TQM CDMX embossing, designed to carry lip serums.
- TQM CDMX Tote Bag A vibrant pink tote bag made from 100% cotton, handmade in CDMX and screenprinted with the TQM CDMX design.
- Chili Zip Pouch A bold zipper bag featuring a 3D chili pepper detail in vibrant red and green leather with gold-tone hardware, artisan-made in Mexico in extremely limited quantities.
- Hot Like Mexico Tote A tote bag featuring the Hot Like Mexico branding with leather and metal details.
Quantifiable outcome
- 9x plastic waste removal per product sold through rePurpose Global partnership
- +3 more outcomes
Companies that use AORA Mexico
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
AORA Mexico technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
AORA Mexico partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Credo BeautyflagshipOmnichannel retail partnership announced April 2026 marking AORA's US retail debut. Partnership introduces plastic-free color cosmetics to Credo Beauty's prestige retail locations, with plastic-free retail displays and joint commitment to sustainable beauty standards. The partnership represents AORA's first major retail expansion outside Mexico.
- rePurpose GlobalcorePartnership with rePurpose Global, the world's leading Plastic Action Platform, to achieve certified plastic negative status. For every AORA product sold, the partnership removes 9x the plastic waste of equivalent plastic products. rePurpose has recovered over 30 million kilograms of plastic waste globally and enables AORA's plastic negative certification through verified impact projects.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
AORA Mexico competitors and assessment
Company assessmentDirect peers
- ILIA Beauty: Clean color cosmetics brand with a sustainability-forward positioning (skin-care-makeup hybrids, ethically sourced ingredients, recyclable packaging). Closely comparable to AORA on product mix, premium DTC model, and clean-plastic narrative.
- Kosas: Clean color cosmetics brand with skin-care-infused lip, eye, and face products priced in a similar premium DTC band. Comparable mission-driven positioning and Sephora/Credo distribution history aligns with AORA's US roadmap.
- Tower 28 Beauty: Clean, vegan color cosmetics for sensitive skin sold through Sephora, Credo Beauty, and DTC. Direct peer on hyper-clean formulation ethos, similar pricing architecture, and identical retail distribution patterns.
- RMS Beauty: Pioneer clean color cosmetics brand with organic makeup and luminizers; comparable DTC-plus-Credo-plus-Sephora omnichannel model and similar premium-aesthetic positioning.
- Saie Beauty: Clean color cosmetics brand (glow products, lip, brow) aimed at a similar Gen-Z/Millennial consumer, with comparable sustainability messaging and DTC-first go-to-market.
- Milk Makeup: Clean, vegan, cruelty-free color cosmetics brand with strong DTC heritage and Sephora expansion. Comparable on bold-color positioning, clean-formulation ethos, and millennial/female demographic.
- Jones Road Beauty: Clean beauty brand founded by an industry veteran (Bobbi Brown), emphasizing skin-tinted color cosmetics with minimal ingredients. Comparable premium-clean-DTC model and "performance meets clean" positioning.
- LYS Beauty: Clean, vegan, cruelty-free color cosmetics brand (lip, eye, face) at a similar price tier; overlapping Target/Sephora distribution and comparable mission-driven, inclusive brand story.
- Refy Beauty: Clean, vegan color cosmetics brand with bold-aesthetic positioning (brow, lip, glow). Comparable on influencer-led DTC growth, premium price architecture, and viral-product hero SKU strategy.
Broad incumbents
- Pat McGrath Labs: Established luxury color cosmetics house with bold, editorial-pigment positioning and global Sephora distribution. Overlaps with AORA on high-pigment eye/lip hero SKUs and luxury-tier pricing, though at far greater scale and assortment depth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
AORA Mexico social profiles
Digital presenceAORA Mexico compliance and trust
Trust signalCompliance1 record
AORA Mexico financial estimates
Financial estimateRevenue estimate
Valuation estimate
AORA Mexico leadership team
Management profileNumber of profiles
Profiles2 records
AORA Mexico funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AORA Mexico M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AORA Mexico
What does AORA Mexico do?
AORA Mexico designs, manufactures, and sells clean, plastic-free luxury color cosmetics through direct-to-consumer e-commerce and retail partnerships. Its core assortment includes solid lip serums, eyeshadow palettes, eyeliners, lip liners, and illuminating primers packaged in mono-material aluminum, tin, and wood containers, complemented by curated beauty sets and handcrafted leather accessories.
Is AORA Mexico a public or private company?
AORA Mexico is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AORA Mexico founded?
AORA Mexico was founded in 2022. It employs 11 to 50 people.
Where is AORA Mexico based?
AORA Mexico is headquartered in New York, United States, in the North America region.
How does AORA Mexico make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are US Retail Partnership Sales.
Who are AORA Mexico's main competitors?
Direct peers on record are ILIA Beauty, Kosas, Tower 28 Beauty, RMS Beauty, Saie Beauty, Milk Makeup, Jones Road Beauty, LYS Beauty and Refy Beauty. Pat McGrath Labs is listed as a broad incumbent.
Does AORA Mexico have an API?
No public API is recorded for AORA Mexico.
What industry is AORA Mexico in?
AORA Mexico's product category is Luxury Color Cosmetics. Its primary akta.pro industry code is CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics), with a secondary code of CRABACAE, Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers). Its NAICS code is 45612 and its SIC code is 2844.