Teen hair care brand Not Your Mother’s had the self-care priorities of Gen Z in mind when it created its new Aura Boost collection.

Aura Boost consists of four shampoo and conditioner duos that unite functional hair care performance with scent-driven wellbeing, creating a sensory shower experience.

Hair An Extension of Overall Wellbeing

As Gen-Z consumers navigate increased stress, there’s growing awareness around mental well-being and its impact on hair health. Searches for “stress and hair loss” are up 75% quarter over quarter, according to 2025 data from Spate. In parallel, 49% of consumers choose to buy from brands that bring them a sense of joy; as high as 88% of consumers are looking for brand experiences that bring joy and make them smile, per surveys by WGSN.

Brand officials say the launch of Aura Boost reflects this shift and demonstrates how the brand is listening to its young audience, expanding categories to meet evolving consumer demand, and delivering products that help support both mood and hair needs.

“Our younger consumer approaches haircare not just as a routine, but as an extension of their overall well-being,” said Not Your Mother’s CMO Charlene Patten. “Listening to our audience is at the heart of everything we do. Every product we create starts with understanding their needs, routines, and the moments they want to feel confident and cared for. Aura Boost is a perfect example of that philosophy in action, responding directly to our community’s desire for high-performance formulas that target hair concerns while helping to elevate mood and self-care.”

The Collection

The four shampoo and conditioner duos ($8.99-$10.99), are each made with customized strengthening blends of peptides and magnesium, then boosted with its own targeted hero ingredient for specific hair-care needs. Designed to deliver a sensory-first experience, each variant is defined by its own unique fragrance.

Anti-Frizz — Frizz Control & Smooth, boosted by hyaluronic acid, with a coconut pistachio scent.
Hydrate — Hydrates and softens, boosted by aloe, with an apple wood scent.
Thickening — Thickens and volumizes, boosted by green tea extract, with a vanilla chai scent.
Restore — Extra strength, boosted by amino acids, with a sandalwood iris scent.

Aura Boost is available direct-to-consumer on the Not Your Mother’s website and at Ulta in-store and online. Aura Boost will launch in-store and online at Target in February.