What does clean beauty actually mean and why does the industry still struggle to agree on a definition? In this episode, Nethra and Cecilia sit down with Nour Tayara, co-founder and CEO of Aura Makeup, a vibrant, plastic-free beauty brand born in Mexico City. A former L'Oréal sustainability lead turned engineer-entrepreneur, Nour breaks down why he ditched plastic packaging entirely in favor of aluminum and tin and the surprising trial-and-error that came with building formulas and packaging from scratch.
The conversation goes deep on the realities of beauty industry recycling (spoiler: most of what you toss in the bin isn't getting recycled at all), why black plastic is quietly one of the worst offenders (Nethra was shocked), and how Aura became a certified plastic-negative brand through its partnership with Repurpose Global, removing nine times the plastic waste of every product sold. Nour also opens up about redefining "clean" beauty beyond the pale, minimalist aesthetic it's become associated with, sourcing ethics around mica and cruelty-free formulas, and why color and joy are just as much a part of sustainability as ingredients and packaging.
If you've ever wondered what happens to your empty makeup containers — or wanted proof that sustainable beauty can also be bold, colorful, and fun — this episode is for you.