Aora Makes Its US Retail Debut at Credo Beauty
Mexican makeup brand Aora is making its US retail debut, exclusively at Credo Beauty.
Known for being 100% plastic-free (yes, really), Aora has quietly built a loyal US following online through its clean formulations, sustainability focus, and bestsellers such as the Acaríciame Más Spicy Lip Serum and Mírame Palette.
The timing of this launch is perfect, landing during Earth Month and underscoring the shared sustainability values of Aora and Credo. Credo’s Clean Standard, which sets expectations around ingredient safety, sourcing, and environmental impact, has become something of a gold standard for brands looking to enter the specialty retailer.
“To partner with Credo Beauty, a true authority in clean and sustainable beauty, is incredibly meaningful,” says Nour Tayara, co-founder of Aora. “Their standards have shaped this category, and their belief in Aora is a powerful validation of what we’ve built. This moment feels pivotal, not just for us, but for what comes next in color cosmetics.”
Founded in 2022 by Nour Tayara and Rodrigo Peñafiel, Aora was created with a clear belief: that clean beauty and bold colour are not mutually exclusive. Even the name reflects that energy — a nod to ‘ahora’, the Spanish word for ‘now’, signalling a call for industry change and a fresh perspective on how colour, creativity, and sustainability can show up in beauty today.
Through its partnership with rePurpose Global, each plastic-free Aora product sold funds the removal of nine times the plastic waste generated by an equivalent conventional product.
Aora shades are bold and highly pigmented, while formulas are free from ingredients such as talc, PEGs, and phthalates and are ophthalmologist- and dermatologist-tested. Formulas are also infused with skin-benefiting ingredients sourced from Mexico, including native chiles, tepezcohuite, and cactus flowers.
“Aora is an incredible addition to our very selective color lineup, bringing a vibrant shot of color and their elevated and impressive plastic-free packaging to our guests,” says Annie Jackson, co-founder and CEO of Credo Beauty.
The launch also makes Aora one of the first prestige colour brands at Credo Beauty to feature Spanish-language packaging, reflecting both its origins and the growing influence of Latina consumers in the US beauty market.
“Aora was built on the belief that beauty can be radically better for the planet without compromising performance or design,” says Tayara. “From day one, we’ve set out to prove that sustainability can still feel bold, expressive, and unmistakably ‘hot like Mexico.’”
Aora is now available in Credo Beauty stores nationwide, as well as online at credobeauty.com.