DeAurora

Name

DeAurora

Legal name

DeAurora Pty Ltd

Website

https://deaurora.com.au

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Natural Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

Keywords

• Natural skincare products
• Agarwood skincare
• Anti-aging serums
• Organic haircare
• Essential oil aromatherapy

Headquarters

HQ city

Dean

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model for skincare and haircare products sold directly through the company's Shopify e-commerce platform. Products include body washes, scrubs, serums, intimate washes, hair care, and essential oils. No subscription or recurring revenue model observed.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

DeAurora manufactures and sells Australian-made natural skincare and personal care products directly to consumers through its Shopify e-commerce store. Its portfolio spans agarwood-based body washes, grape seed body scrubs, hair growth shampoo/conditioner, pH-balanced intimate washes, IDUN anti-aging facial serums, hand and body lotion, hand sanitizer, and the Capricornus essential oil range. All products are formulated with natural botanical ingredients and emphasize the proprietary DE'RAAQSIN agarwood nanoemulsion technology.

Product overview

DeAurora is an Australian-made natural skincare brand offering a diverse product portfolio centered on ancient beauty remedies and modern luxury formulations. The core product lines include: (1) Agarwood/Oud-based Body Washes in three variants (Agarwood & Champaka, Agarwood & Green Lemons, Agarwood, Frankincense & Myrrh) featuring deep hydration with Aloe Vera and Calendula; (2) Pure Grape Seed Total Body Scrub with resveratrol for anti-aging exfoliation; (3) Hair Growth System comprising Organic Shampoo, Conditioner, and Duo Package with 10X conditioning and ingredients like He Shou Wu and Agarwood; (4) IDUN (Norse Goddess of Youth) Premium Serum Collection including Face Serum 50ml, Eye Serum 15ml, Wrinkle-Eraser Serum 30ml, and Eyelash Growth Serum, housed in unique bottle designs inspired by Agarwood seeds; (5) Intimate Care Line with pH-balanced Blue Lotus and Pink Lotus washes; (6) Hand & Body Lotion with Shea Butter and Agarwood; (7) Hand Sanitizer Gel; (8) Capricornus Essential Oil Range Value Set featuring six Southern Hemisphere oils. All products emphasize natural ingredients, scientific formulation, and cruelty-free practices, with distribution through their Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Hand & Body Wash - Agarwood & Champaka 250ml Luxurious organic body wash combining 100% pure Agarwood with Champaka essential oil blend, featuring Organic Aloe Barbadensis Leaf Juice, Calendula Extract, and Vitamin E for deep hydration and antioxidant protection. For personal skincare consumers seeking natural body cleansing.
• Hand & Body Wash - Agarwood & Green Lemons 250ml Natural organic body wash combining pure Agarwood with Green Lemon Extract and essential oils, formulated with Aloe Vera and Calendula for gentle yet effective cleansing. For personal skincare consumers.
• Hand & Body Wash - Agarwood, Frankincense & Myrrh 250ml Body wash enriched with Organic Aloe Barbadensis Leaf Juice and Organic Calendula Extract, providing deep nourishment and hydration with antioxidant protection from Tocopherol, Frankincense Extract, and Myrrh Extract. For personal skincare consumers.
• Pure Grape Seed Total Body Scrub 400ml body scrub featuring grape seed extract high in resveratrol for anti-aging and antimicrobial benefits. Contains walnut shell powder for exfoliation, coconut oil and glycerin for hydration, and Vitamin E for skin protection. For consumers seeking anti-aging body exfoliation.
• DeAurora Organic Hair Growth Shampoo 250ml Hair growth shampoo with 10X conditioning formula featuring Agarwood, He Shou Wu, and Cacumen Platycladi actives. Gently exfoliates scalp, reduces hair loss, and promotes thicker, fuller hair. Color-safe formula. For consumers with thinning or dry hair.
• DeAurora Organic Hair Growth Conditioner 250ml Strengthening conditioner for thinning dry hair that instantly detangles to help prevent breakage. For consumers with thinning or dry hair.
• DeAurora Duo Shampoo and Conditioner Package 300ml Bundled package combining strengthening shampoo and conditioner for thinning, dry hair with detangling benefits. For consumers seeking a value-set hair care routine.
• DeAurora Intimate Wash Blue Lotus 250ml pH-balanced intimate wash with Blue Lotus and Agarwood, designed to maintain healthy pH balance, prevent itchiness and dryness, and provide antibacterial protection with natural plant-based surfactants. For personal intimate hygiene.
• DeAurora Intimate Wash Pink Lotus 250ml pH-balanced intimate wash with Pink Lotus (Nelumbo Nucifera) and Agarwood for maintaining delicate pH balance, preventing itchiness and dryness, and supporting intimate health for both men and women.
• DeAurora IDUN Face Serum 50ml Premium face serum from the IDUN (Norse Goddess of Youth) range, designed to provide youthful, hydrated skin. Inspired by the shape of Agarwood seeds with unique jadeite green and lotus pink bottle design. For consumers seeking premium anti-aging treatment.
• DeAurora IDUN Eye Serum 15ml Eye serum from the IDUN range designed to rejuvenate the delicate eye area, reducing fine lines and promoting youthful appearance. For consumers seeking anti-aging eye treatment.
• DeAurora IDUN Wrinkle-Eraser Serum 30ml Anti-aging serum from the IDUN range formulated to reduce wrinkles and restore youthful skin appearance. For consumers seeking premium wrinkle reduction treatment.
• DeAurora Eyelash Growth Serum Serum designed to naturally promote longer and fuller eyelashes, part of the IDUN youth line. For consumers seeking natural eyelash enhancement.
• DeAurora Hand & Body Lotion 250ml Luxurious hand and body lotion enriched with Shea Butter, Vitamin E, Agarwood, Frankincense, and Myrrh. Paraben-free and cruelty-free formula providing deep hydration and nourishment. For daily personal skincare use.
• DeAurora Hand Sanitizer Gel 250ml Hospital grade hand sanitizer gel that kills 99.9% of germs instantly. Contains moisturizing ingredients for gentle care. For personal hand hygiene.
• Capricornus Essential Oil Range by De'Aurora Value Set Collection of six 100% pure essential oils from the Southern Hemisphere: Buddha Wood, Kunzea, Manuka, Eucalyptus Citriodora, Lemon Myrtle, and Lemon Tea Tree. Created in collaboration with Indigenous plant-knowledge keeper Cassie Fisher Patterson. Designed for aromatherapy, emotional wellbeing, and skincare rituals. AUD $129 value set.

Quantifiable outcome

• 21 reviews with average 4.6 stars for Pure Grape Seed Total Body Scrub, with 71% 5-star ratings
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• University of Technology Sydney (UTS)coreTechnology or Integration · 1 January 2025Research collaboration with UTS Associate Professor Kamal (Kam) Dua serving as research advisor. The partnership has developed the DE'RAAQSIN agarwood nanoemulsion technology and generated scientific publications on agarwood oil's anti-inflammatory and antioxidant properties. Research presented at Food Science 2025 conference.
• Cassie Fisher PattersoncoreStrategic or Co-development PartnerIndigenous cultural educator and master weaver who collaborated with DeAurora on the Capricornus Essential Oil Range. Cassie Fisher Patterson contributed traditional Indigenous plant knowledge for the creation of six sacred essential oils sourced from the Southern Hemisphere, including Buddha Wood, Kunzea, Manuka, Eucalyptus Citriodora, Lemon Myrtle, and Lemon Tea Tree.

Scale indicators5 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Trilogy Natural Products: New Zealand-based natural skincare brand known for rosehip oil-based products with broad retail distribution. Comparable as a natural-botanical skincare peer with anti-aging positioning similar to DeAurora's IDUN line.
• The Ordinary: Science-driven skincare brand selling treatment serums at disruptive price points via DTC e-commerce. Comparable as a digitally-native skincare brand selling active serums, though The Ordinary focuses on synthetic actives versus DeAurora's botanical actives.
• Goop: Luxury wellness and clean beauty brand selling premium serums, body care and aromatherapy products DTC. Comparable as a premium natural wellness brand with high price points, distinctive branding, and overlapping category mix including serums and essential oils.
• Sukin: Australian mass-market natural skincare brand offering affordable, plant-based formulations across body care, hair care and skincare. Comparable as a fellow Australian natural skincare player, though operating at a lower price tier than DeAurora.
• Drunk Elephant: Premium clean beauty brand built around biocompatible ingredients with strong social media presence. Comparable as a clean beauty DTC peer with premium serum pricing in a similar range to DeAurora's IDUN line.
• Indie Lee: Clean beauty skincare brand offering naturally-derived formulations focused on ingredient transparency. Comparable as a small-batch clean beauty DTC brand with anti-aging serums and body care in a similar premium tier to DeAurora.
• Jurlique: Australian heritage natural skincare brand built on botanical ingredients from its own farm in the Adelaide Hills. Directly comparable as a premium Australian-made natural skincare competitor with strong country-of-origin positioning.
• Aesop: Australian luxury skincare and personal care brand famous for botanical-led formulations and premium retail positioning. Comparable as a botanical-based Australian skincare brand operating at the premium tier DeAurora targets with its IDUN serums.
• Herbivore Botanicals: Natural and plant-based skincare brand selling facial serums, body care and wellness products through DTC channels. Comparable as a botanical-led indie skincare brand with premium pricing and similar product categories including serums and body care.

Broad incumbents

• Lush: Global handmade cosmetics brand offering natural bath, body and skincare products with strong retail presence. Comparable as a natural-ingredient personal care brand with broad category coverage and ethical positioning, though at significantly larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/deauroraestate
• Instagraminstagram.com/deaurora.com.au
• TikToktiktok.com/@deaurora.nature

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DeAurora