Launch Date: November 2023
Geography: Mexico City, Mexico
Founders:
Executive Team:
Advisor: Claudia Allwood
Notable Investors:
2025 Full Year Projected Revenue: $2M - $5M, according to industry estimates
Primary Category: Makeup
Funding: Angel Investment
Primary Distribution Channel: DTC
Other Distribution Channel: TikTok Shop
Key Retail Partner: Palacio de Hierro
2025 Projected Offline Distribution Points: 100
AORA MÉXICO is a Mexican-born, plastic-free beauty brand on a mission to redefine luxury and challenge what we think about beauty. Rodrigo and I founded AORA out of a deep need for change and with one common goal: to put vibrant México on the map of beauty and tackle the plastic problem of the industry, while opening eyes to its world of color. We asked ourselves: is clean beauty really “clean” if it’s carelessly creating plastic waste? The answer brought AORA MÉXICO to life. The name AORA reflects a deep, urgent call for change, rooted in the Spanish word “ahora,” meaning “now.” And we think the time is now: it is time for something new, from somewhere else. Being 100% plastic-free, and 9x plastic negative, we deeply believe that plastic could never give the experience, the object, the design we all deserve.
Insights: Noureddine Tayara, Co-Founder + CEO
Why now and why you?
We believe it is the perfect moment. In a world dominated by brands from the north, we think it is time for Mexico. A country booming in cultural relevance while the world wakes up to its richness. In a world suffocating by climate change and its consequences, being a positive change is more important than ever. In a world with disparities, political challenges, threats of economic and demographic stabilities, color brings joy and positivity!
Why us? We believe we can achieve this, and we are equipped with the knowledge, experience, and more than ever, the drive.
What fuels your competitive advantage?
Our philosophy of packaging: for us, sustainability isn't a compromise—it's integral to our promise. In an industry where 95% of packaging is plastic, we’re solving the impossible with 100% plastic-free packaging. We use noble materials—like tin, aluminum, and wood—chosen for their durability, recyclability, and timeless quality. Our innovative mono-material packaging eliminates waste and ensures that every piece is as beautiful to look at as it is simple to recycle. And when our products reach the end of their life, they don’t head to a landfill—they’re reused or recycled, proving that beauty and sustainability don’t have to be a tradeoff.
What are you most proud of accomplishing to date?
We are filled with gratitude and pride to have brought to life a brand in Mexico that is starting to be noticed internationally. Being on this list is a peak of pride and a testament of how vocal we have been. Our biggest accomplishment has been to break the silence on plastic packaging, while never compromising. Yes, sustainability can be sexy, desirable, and competitive.
What is the one thing you wish someone had told you?
I wish I had been told to study, study further, study in advance, before getting on the job. Having been for 14 years at L'Oréal, we were spoiled with surrounding expertise.
What would you tell your past self before starting this journey?
Get ready, this is one tumultuous ride. The highs are highs, the lows are lows, but it is all all worth it.
What does success look like in the next 3-5 years?
We often mention two moments that would mean success for us. The moment someone goes to Bergdorf Goodman in New York or Le Bon Marché in New York, and asks for the Mexican luxury brand! Inverting the codes, it is not only about the north. A beauty industry that starts moving into plastic-free or 100% recyclable packaging; the road is long, but we are big believers.
What's one industry trend that is overhyped, and what's being overlooked?
An industry trend that is overhyped: travel sizes and cute mini formats. An industry trend that is overlooked: products as lasting, gorgeous objects.
How do you think the industry needs to evolve?
We need a wake-up call. Our industry is responsible for almost 40% of plastic waste sitting on the surface of our planet. Evolving to more responsibility from manufacturers will be not only game changing, but a circular economy of materials will be truly financially beneficial.
If you could wave a magic wand, what one wish would you make for your business?
To have a full range of plastic-free makeup products, covering all categories of makeup and skincare. It seems feasible, yet so magically hard: try making a 100% plastic free mascara.
