I can remember going to Sephora for the first time to buy makeup. I was in high school, and I needed the basics for senior pictures. I was astounded at the prices. My mom told me it was better to buy these more expensive products because they would be safer, less toxic, and cleaner than the others.
But as a college student I’ve always looked for affordability first, toxicity and safety second if at all. Shopping at Sephora was always off the table for me, I could never afford much in that store. Plus, I never saw anything worth it to me. The sticker shock always got to me before I could mull over any purchase.Â
That was until I heard about AORA. The Mexican make up brand came up on my instagram feed with vibrant colors and bold pride. I was intrigued, and not just by the super cute chili bag charm, but by the words “100% plastic free.”
It sounded like a lie, I knew there were plenty of makeup brands that advertised sustainability, but in all the stores I’ve been in, there was never one completely plastic free. However, when I looked into it, there were plenty of other brands similar to AORA. It’s just unfortunate I never shop online for makeup products, especially for new brands or colors, I like to swab them in person first.Â
Except none of these brands were available in Sephora, nor Ulta, the main physical stores I’ve frequented with friends or my mama (she loves Sephora). AORA achieved something huge, being carried out by Sephora. They’re high end, safe, and sustainable. It was like my mom dreamt it up.Â
I’m still not much of a Sephora girly, I’m a little too stingy for that. But for the first time, I’ve been mulling over a purchase. They got me, and it wasn’t with trends: lip plumping products, tote bags, or cute bag charms. It wasn’t with clean or sustainability advertising, unfortunately none of that was ever enough for me to get over those prices.Â
It was with one main factor, AORA didn’t feel like a soulless brand. While I was looking around the website, one of their advertisements for their eyeshadow pallet MĂrame caught my attention.
It showed many models, but one in particular traces the outline of her nose and neck with the pallet. In her nose, I saw my nose. As a very white looking Mexican, my nose is the only feature I have that “makes sense” to whoever I reveal my ethnicity to. And of course, my nose is the only feature that I was conditioned into seeing as ugly. The same nose that was copy pasted from my mama’s face onto mine. Â
One of AORA’s mission statements is to challenge eurocentric beauty standards, to take clean makeup in a more vibrant and bold direction and reflect Mexican culture. Obviously they’re not just doing that with pigments and packaging, but with models of color, women of mixed races and backgrounds, showcasing all that has been and is Mexican.Â
My sister and I have been looking for a good eyeshadow pallet. Maybe this time I’ll splurge to get something I know will look good on both our skin tones (she and my brother took all the melanin genes). All I know is that by splurging on AORA, my money is going to something worthwhile that I can fully justify to the stingy devil on my shoulder.Â