In a beauty landscape where ‘clean’ often means colourless and sustainability feels like an afterthought, Aura-Lotus is rewriting the rules. With her bold cosmetics in colour-popping hues, founder Alix Samuda proves you don’t have to choose between pigment and principles. From refillable packaging to organic ingredients, Aura-Lotus blends natural formulations with a purpose-led mission rooted in sustainability, empowerment, and global community.

What is Aura-Lotus and how is it different from other beauty brands?

At Aura-Lotus, we believe beauty should never come at the expense of our planet or our pores!
Everything we create is designed to be as kind to your skin as it is to the Earth: natural, organic, and highly pigmented (because I was tired of clean beauty always being beige).

Our values are rooted in sustainability, from refillable packaging to non-toxic ingredients, and we’re constantly finding new ways to reduce waste while still making makeup that pops!
Basically, we’re proof that you can care about the environment and still have a killer red lip at the same time.

What makes Aura-Lotus different is that we’re not just here to sell beauty products: we’re here to inspire a shift towards mindful beauty. I want people to feel empowered, confident, and connected to the choices they make.

What was the inspirational spark for Aura-Lotus and how did you get started?

Aura-Lotus started from pure frustration and a bit of a makeup obsession, if I’m honest! I’ve always loved bold, vibrant makeup, but I could never find anything that gave me the pigment I wanted without the harsh chemicals I didn’t want. So I decided to create it myself. Easy, right? Not quite!

I work with a small, family-owned lab in Italy that specialises in natural and organic formulations. They’re incredible at what they do, but in the beginning there was a language barrier and it took about six samples, six shipping fees, six months and quite a few ‘lost in translation’ moments to finally get the formula right. But that process taught me something really important: good things take time, and good business is built through good relationships.

Once I had the perfect formula – natural, organic, and highly pigmented – I knew I had something special, and Aura-Lotus grew from there.

How do you maximise sustainability, from your organic ingredients to eco-friendly packaging?

Sustainability has always been at the heart of Aura-Lotus. All of our makeup is produced in small batches with natural, organic ingredients from ethical suppliers. But recently, I wanted to take things a step further and look at sustainability through a more global and community-focused lens.

During my recent trip to Cambodia, I had the chance to visit Senteurs d’Angkor, a local artisan company that creates eco-friendly, handmade packaging and natural products. It was incredible to explore materials and designs that are both environmentally friendly and support local craftswomen. I left feeling inspired about how we could collaborate in the future.

For me, sustainability isn’t just about recyclable packaging or clean ingredients (though those are key!); it’s about creating a positive ripple effect through every stage of the process.

Aura-Lotus is still a growing brand, but I’m intentional about every choice I make. From refillable designs to working with ethical suppliers, it’s all about finding ways to make beauty not only look good, but do good!

Why is it important for us now more than ever to choose beauty brands with a positive environmental impact?

Choosing beauty brands with a positive environmental impact has never been more important because the beauty industry has such a huge influence on our planet – from packaging waste to harsh synthetic chemicals. When we choose brands that use natural ingredients, ethical suppliers, and eco-conscious packaging, we’re voting for a different future!

For me personally, it’s about responsibility as a founder and as a mother because we are setting the tone for the next generation. Choosing environmentally conscious beauty brands is one way I believe we can all make a positive impact.

What’s been your biggest challenge as a founder so far?

One of my biggest challenges came a few years ago, when I received a cease and desist letter from a much larger company over my original brand name. At the time, it felt like the end of the world! I’d spent years building the brand and suddenly had to rethink everything.

I spent a lot on solicitor fees trying to fight it, but eventually I realised that sometimes the best move isn’t to fight: it’s to pivot. So, I decided to rebrand completely, and honestly, it turned out to be a blessing in disguise.

That moment forced me to take a step back and ask myself what I really wanted Aura-Lotus to represent. It gave me the space to rebuild and focus on sustainability, intention, and creating something that truly reflected my values.

At the time, it was stressful, expensive, and emotional. But looking back, it was the push I didn’t know I needed. It taught me that sometimes when things fall apart, they’re actually falling into place, and that’s a lesson I’ll always carry with me, both in business and in life.

“Sometimes when things fall apart, they’re actually falling into place”

What’s been your proudest moment so far?

There have been a few moments that really stand out, one of them was definitely when Aura-Lotus was named Brand of the Year by the New Faces Awards. It was such an incredible feeling to have all the hard work recognised. That award reminded me that even as a small, independent brand, what we’re doing matters and that you never know who’s watching!

Another truly proud moment was this year, when I travelled to Cambodia to deliver workshops for women at the Women’s Resource Center in Siem Reap. I taught sessions on financial literacy and business marketing on a zero budget and it was one of those experiences that reminded me why I do what I do. Seeing women feel more confident, inspired, and capable because of something I shared – that’s the kind of impact that stays with you.

Both moments were proud in different ways: one celebrated the brand’s growth, and the other celebrated its purpose. Together, they feel like a reflection of what the brand stands for: beauty and empowerment.

Where do you see Aura-Lotus in the next few years?

I want to keep building a brand that empowers women through beauty, education, and opportunity. After visiting Cambodia, I’ve been really inspired to explore partnerships with local craftswomen and eco-creators, finding ways to make our packaging both environmentally friendly and socially conscious. It’s those kinds of connections that make the brand feel alive.

In the next few years, I’d love to see Aura-Lotus stocked more widely, in stores such as Boots or Holland & Barretts.

But most of all, I see the brand staying true to its roots: authentic, ethical, and always led by purpose. Whether we’re in a few boutiques or on global shelves, I want people to feel the heart behind every product.

Which of your products best represents Aura-Lotus?

Without a doubt, our Lip Bloom in shade Lotus. It’s this bold, vibrant pink that feels full of life, confident, radiant, and unapologetic.

The lotus flower has always held deep meaning for me. It grows through the mud, rises above the water, and blooms pure and strong despite where it came from. That symbolism mirrors my own journey and the evolution of the brand.

Before rebranding, my business was called Mudd Beauty. When I had to rename it after receiving a cease and desist, I wanted something that honoured that part of my story. The lotus became the perfect representation of the transformation.

What’s been your best ever customer review?

This is such a hard one because I’ve been blessed with so many incredible reviews, but there’s one I always remember. A customer told me she had been searching high and low for a lipstick that was highly pigmented, long-lasting, and clean. And the part that really touched me was when she said that since discovering my brand, she hasn’t reached for any other lipstick.

What’s next for you and Aura-Lotus?

I want to keep expanding the brand in ways that stay true to our values, sustainable, ethical, and empowering.

We’re exploring new refillable packaging options and deeper collaborations with artisans, like the craftswomen I met in Cambodia. My goal is to create packaging that’s not only environmentally friendly, but that also supports communities and preserves traditional skills.

I’m also working on expanding our product range introducing concealers and foundations that celebrate diversity and natural beauty.

Personally, I’d love to keep sharing my journey through workshops, mentoring, and collaborations that inspire other women (especially mums) to believe that building a purpose-led business is possible, even when life is busy and unpredictable.

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