Our Roots

How can we ensure our fake tan ritual doesn’t sacrifice our real hair goals?

This is the question that inspired the foundation of Auriche, the world's first haircare range for fake tan users.

Auriche was founded by Lana Kelly, a (former) diplomat, (current) lawyer and (forever) hardcore tanner, with no background in beauty or science but a passion for problem solving.

Lana was in the months leading up to her wedding when she noticed the persistent discolouration to her dyed blonde hairline. On the verge of breaking up with her hairdresser, together they realised that weekly spray tans were the culprit. Cue many hours of research to understand the problem, only to find the recommended fix was the unthinkable - giving up tanning.

Starting out with home experiments and a creepy collection of trimmings from her local salon, Lana eventually identified some excellent chemists to help deliver the perfect formulas.

Our products are designed to work with all types of fake tans, so whether you're using self-tan mousse, spray tan, or gradual tanning lotion, we will help you manifest your best hair.

Lana Kelly, Auriche Founder.

Our Roots

How can we ensure our fake tan ritual doesn’t sacrifice our real hair goals?

Lana Kelly, Auriche Founder.

Our Values

Deliver quality

Our scentifically formulated products contain only ingredients that will benefit your hair; extensive testing has proven their efficacy.

Think differently

We were founded to fix a problem that nothing else could. This spirit of innovation continues to drive Auriche.

Do the right thing

We respect and value everyone we deal with and treasure our customers. We choose to minimise environmental impact wherever we can.

We are the only haircare system that can repair and rejuvenate hair damaged by harsh fake tan, so lovers of fake tan can reclaim and protect their crowning glory.

We exist to empower you to feel your best.

Environmental beliefs

Packaging

We have carefully chosen packaging components with the highest possible recycled components while maintaining the shelf life and integrity of our products. The inner packaging of our products is made of high percentage post-consumer waste plastics, boxed in recycled and recyclable cardboard unicartons. Our entire range is shipped in recycled kraft cartons with either compostable bubble wrap or hex wrap. Also, our protect and restore serums are refillable! In 10 seconds, you can easily swap the empty inner bottle for a fresh one.

Against Animal Testing

We do not test our formulations or ingredients on animals. Ever.

Low Toxin

The whole Auriche range is without parabens, phthalates, SLES, SLS, aldehydes and formaldehyde an.

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Our Roots

How can we ensure our fake tan ritual doesn’t sacrifice our real hair goals?

Lana Kelly, Auriche Founder.

Our Roots

How can we ensure our fake tan ritual doesn’t sacrifice our real hair goals?

Lana Kelly, Auriche Founder.

Our Values

Deliver quality

Think differently

Do the right thing

We are the only haircare system that can repair and rejuvenate hair damaged by harsh fake tan, so lovers of fake tan can reclaim and protect their crowning glory.

We exist to empower you to feel your best.

Environmental beliefs

Packaging

Against Animal Testing

Low Toxin