As Gen-Z consumers navigate increased stress, there’s growing awareness around mental well-being and hair health.
Not Your Mother's
Not Your Mother’s has announced the launch of Aura Boost, a new wash and care collection uniting functional hair care performance with scent-driven wellbeing for a sensory shower experience.
As Gen-Z consumers navigate increased stress, there’s growing awareness around mental well-being and hair health, alongside a desire for joyful, feel-good self-care that supports both mood and hair needs.
The Aura Boost line features four shampoo and conditioner duos, each crafted with a strengthening blend of peptides and magnesium, then boosted with its own targeted hero ingredient for specific hair-care needs and mood-boosting scents designed to shift your mindset.
- Anti-Frizz: frizz control and smooths, boosted by hyaluronic acid, with a comforting coconut pistachio scent
- Hydrate: hydrates and softens, boosted by aloe, with a grounding apple wood scent
- Thickening: thickens and volumizes, boosted by green tea extract, with a grounding vanilla chai scent
- Restore: strengthens and rebuilds, boosted by amino acids, with a comforting sandalwood iris scent
