Unlike other competing personalized hair care companies, Aura is focused on color, especially bright, bold, whimsical ones that'll take you back to your mall Hot Topic days. It works like many customizable hair care brands do, with a quiz where you spill the beans about your hair history, but at the end, you have the option to add either a color enhancing or neutralizing pigment. It comes with "fantasy shades" and "classic shades" that range from bold greens, blues, and purples, to more natural reds and browns. For these colors, Aura uses eSalon, a company dedicated to customized, at home hair care application, along with a team of expert colorists.

"We continue to optimize our overall client experience, including formula updates and packaging, clarity around pigment application, and updates to our Hair Care Quiz to start product education as soon as users enter our quiz," Vera Koch, vice president of global marketing at Aura, told Nylon. "We hope to help people feel that their hair is an extension of their own aura. Because when you look into the mirror, all you should see are endless possibilities," she also told the Associated Press.

So if you want a shampoo and conditioner that meets your hair's needs with endless possibilities of formulation, and don't want to spend the money on a salon trip for a new color, make sure to check out the reputable Aura.