This is the question that inspired the foundation of Auriche, the world's first haircare range scientifically formulated to focus on reversing damage.

Auriche was founded by Lana Kelly, a (former) diplomat, (current) lawyer and (forever) haircare lover, 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 straightening, fake tan stains and other treatments were the culprit. Cue many hours of research to understand the problem, only to find the recommended fix was the unthinkable - giving up straightening or colouring her hair.

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 hair & hair styling procedures, so whether you're using straightening irons, spray tan, or anything else, we will help you manifest your best hair.