News

The Map Beneath Your Skin

Every layer in Auraah’s Origin Collection carries an archetype, an emotion, and a soulplace — Kashmir, Kyoto, Patagonia, and beyond. Together they form the map beneath your skin: a journey across t...

The Layers Within – Special Edition Letter

Earlier this month, I walked into the halls of the Kearney World Design Congress in London. The panel was called Customer Love, but beneath that phrase was a bigger question: how do we design for p...

The Map Beneath the Mood

What if fragrance wasn’t just something you wore, but a map to who you are? In this letter, Deval reveals the deeper design behind Auraah’s layers: archetypes, emotional currents, and soulplaces th...

Where Belief Found Form

Before there were numbers or names, there was a belief. This letter shares the moment that belief began to take shape, and how the philosophy behind Auraah became something you could hold, layer, a...

Embrace Your Layers: Reflecting Your Ever-Shifting Essence

“Embrace Your Layers” is our code - a tribute to your ever-shifting moods and essence. With every scent, Auraah adapts to you, not the other way around.

Your Multitudes, Reflected

The Soul of Auraah is a fluid, cloud-like design - a vivid backdrop that mirrors your ever-shifting moods and essence. It’s not just packaging - it’s your story in motion.

The Underlined U: The Logo That Puts You First

The underlined U in our logo is no accident - it’s a bold symbol that puts you at the center of Auraah, celebrating your light, your story, and your power.

Etymology: The Story of Our Name

What’s in a name? For Auraah, everything. In this letter, founder Deval Singh shares the quiet clarity of the night the name arrived — and the deeper meaning it now carries.

Auraah: A Vision Born for You

A personal letter from founder Deval Singh on what sparked the vision behind Auraah — not just a fragrance, but a layered story designed to center you. A new kind of luxury. A new way to express yo...