AURA inc. Founded
Established with the vision to "Redefine the conventions of beauty," beginning our pursuit of new value creation unconstrained by existing frameworks.
Est. 2022
AURA inc.
Designing The Invisible
Creating Value Beyond Perception
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About
Designing The Invisible
We are not creating products.
We are designing the very framework through which people perceive "value."
With an intellect that questions conventions, we illuminate unseen depths
and construct unwavering value.
AURA is the embodiment of this pursuit.
We define what comes next in beauty.
We are designing the very framework through which people perceive "value."
With an intellect that questions conventions, we illuminate unseen depths
and construct unwavering value.
AURA is the embodiment of this pursuit.
We define what comes next in beauty.
I
The Doubting Intellect
Questioning conventions, pursuing original solutions
AURA begins by questioning the "obvious" that floods the market. Is it truly essential? Or merely habitual thinking? We destroy existing frameworks and continuously pursue entirely new solutions through unique insight and technology. Those solutions become the next conventions.
II
The Unseen Insight
A philosophical approach to deep psychology
What lies in the depths of the human heart when we perceive "beauty"? AURA philosophically unravels not surface-level needs, but the "deep psychology" that even the individual is unaware of. The brands and products we create are expressions of these insights.
III
The Unyielding Value
Fusing eternal value with cultural aesthetics
AURA does not create fleeting trends. We aim to create "eternal value" that transcends time. Like Japan's "Kintsugi," we fuse cultural aesthetics rooted in the land with modern interpretation, presenting unwavering value to the world.
Defining
What's Next in Beauty
We realize this vision through three drivers.
Technology
Through proprietary formulation development (application of "The Doubting Intellect"), we develop solutions that transcend conventional boundaries.
Insight
Bridging AI and philosophy (application of "The Unseen Insight"), we unearth needs not yet articulated and reveal new markets.
Culture
We re-edit cultural aesthetics scattered across the world (application of "The Unyielding Value") and present them as eternal value for the modern era.
Brands
Brand Portfolio
AURA's philosophy is embodied through the following brand portfolio.
LAUNCHED
TSUGIMI
Inner Design Business
Based on the philosophy of "harmony" (Golden Lattice Matrix), TSUGIMI is AURA's first brand that designs radiance from within. We embody Philosophy III (The Unyielding Value) through the aesthetic of "Kintsugi."
Learn MoreR&D
Project: JIN
Biometric Data Business
We are researching solutions that measure and analyze biometric data to optimize daily conditions. Based on Philosophy I (The Doubting Intellect), we define the future of personalization beyond conventional one-size-fits-all care.
R&D
Project: SATORI
EC Advertising Optimization
Leveraging operational expertise cultivated in EC business, we are developing advertising management and analysis tools aimed at optimizing Amazon advertising operations. Currently validating with our own brands, with plans for multi-brand expansion.
Learn MoreCompany
Company Information
Company Name
AURA inc.
Representative
Yosuke Morishita
Founded
September 15, 2022
Headquarters
N&E BLD 7F, 1-12-4 Ginza, Chuo-ku, Tokyo, Japan
Business
Beauty Innovation
Cosmetics Planning & Development
Brand Consulting
R&D
Cosmetics Planning & Development
Brand Consulting
R&D
Vision
Defining What's Next in Beauty
History
2022.09
2023.03
Philosophy Established
Based on "questioning conventions" (Philosophy I), we intensified thorough research of the beauty market and exploration of "unseen depths" (Philosophy II). We decided to invest time in building our unique theoretical framework.
2023.10
AURA Lab Founded
Established "AURA Lab," an R&D division that fuses philosophy and technology. Built a mid-to-long-term research and development system toward realizing "eternal value" (Philosophy III).
2024.05
Business Fields Defined
Identified three business domains (drivers): AURA Lab, Inner Design, EC Advertising Optimization, and Biometric Data. Commenced R&D for each project.
2025.03
First Brand Launched
Launched "TSUGIMI," our Inner Design brand, as AURA Lab's first "answer."
2025.10
Next Projects Accelerated
Accelerated R&D for EC Advertising Optimization business "Project: SATORI" and Biometric Data business "Project: JIN." AURA continues its relentless pursuit of defining what's next in beauty.
Contact
Contact Us
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