Introducing, AuraBoost.

Fragrance is a powerful element. In a world of endless distractions, it has become a powerful form of self-care, a sensory anchor in the rhythm of everyday life. It’s no longer simply about what a product does, but how it makes you feel. Now, we’re taking that philosophy one step further.

As part of our transformation, we partnered with world-renowned Fragrance House Firmenich. We reimagined what fragrance can be by creating a new, multi-sensory hair care experience, designed to elicit a genuine emotional response.

It’s not just about scent. It’s a new era for haircare in every sense.

Thoughtfully formulated with no more than five declarable allergens, each fragrance features lab-grown Dreamwood®. It’s a choice that offers the creamy, grounding richness of natural sandalwood—a precious resource now endangered by decades of over-harvesting.

This unifying base is then layered for each collection with a unique nuance: a citrus luminous glow for Blonde, a rich floral for Colour, a sophisticated chypre for Frizz Ease, and a crisp, airy lightness for Volume.