Our Story
How a skin reaction became a movement for clean beauty transparency.
Lena Nakamura
Founder & Formulator
The Beginning
A Reaction That Changed Everything
In 2016, I had a severe allergic reaction to a product labeled "all natural." When I researched its ingredients, I found parabens, synthetic fragrances, and petroleum derivatives hiding behind botanical marketing.
That moment changed my life. I spent the next year studying cosmetic chemistry, learning to read INCI lists, and discovering the EWG Skin Deep database. What I found shocked me: most "natural" beauty products contained ingredients rated 5-8 on the hazard scale.
PureAura was born from a simple belief: you deserve to know exactly what goes on your skin, where it comes from, and that it's genuinely safe. Every ingredient we use scores 1-2 on the EWG database. No exceptions.
Our Journey
From Vision to Movement
The Awakening
After a severe skin reaction to a 'natural' product filled with hidden chemicals, founder Lena Nakamura began researching ingredient safety.
The Research
Spent a year studying cosmetic chemistry, EWG databases, and traditional botanical remedies from around the world.
PureAura Founded
Opened our first studio in Portland with 5 treatments and a radical promise: full ingredient transparency.
EWG Verified
Became one of the first salons to achieve EWG verification for all products used in treatments.
Product Line Launch
Launched our own clean beauty product line, formulated with ingredients scoring 1-2 on EWG.
B Corp Certified
Achieved B Corp certification, recognizing our commitment to social and environmental responsibility.
Today
Serving 5,000+ clients with 50+ organic ingredients, zero compromises, and the same founding mission.
Our Certifications
🐰 Cruelty-Free
🌱 Vegan
🌿 Organic
✅ EWG Verified
🏢 B Corp
Global Sourcing
Our Ingredient Partners
We source directly from trusted organic farms and cooperatives around the world.
Japan
Bamboo, Green Tea
Sustainable bamboo forests in Kyoto and shade-grown tea gardens in Uji.
India
Coconut Oil, Turmeric
Small-holder cooperatives in Kerala, fair-trade and organic certified.
Chile
Rosehip Oil
Wild-harvested rosehip seeds from the Patagonian Andes.
Ghana
Shea Butter
Women's cooperatives in Northern Ghana, hand-processed.
France
Lavender, Kaolin Clay
Organic lavender fields and ancient clay deposits in Provence.
USA
Jojoba Oil
Organic desert farms in the Sonoran Desert, Arizona.