Focusing on female biology and what the women’s body needs, L’aura aims to disrupt a buzzing sector full of challenges and market opportunities – with its own twist.

The brand name, founder Elin Mendola explains, stems from aura—inner beauty—and challenges the supplement industry that is today.

– A lot of it is capsules and powders. Instead, we took a different approach and decided to go straight head to the absorption. So, L’aura is liquid liposomal supplements, focused on female biology and what the female body needs.

The brand ticks several boxes: the increased focus on women’s health, the huge wellness wave rolling across the world, and being science-backed.

– Yes. And I don’t see L’aura sitting in a typical pharmacy store. We’re in the intersection, I would say, between wellness and beauty.

Which is where the biggest trend is, at that intersection.

– Yes.

And what’s so unique about the range, with the technology you use?

– Liposomal supplements are designed to support improved absorption compared to conventional formats. The liposome structure resembles the body’s cell membranes, helping protect certain nutrients as they pass through the digestive system and supporting their absorption. When taken sublingually, the liquid format may also support more efficient uptake before passing through the digestive system.

– To just compare it to other supplements out there, which are mostly capsules or powders, it has to be broken down in the body before it can even be absorbed. What happens is that nutrients first need to pass through the digestive system before they can be absorbed, which can influence how much the body is ultimately able to utilise.

So, how come the conventional way of doing this is capsules or powder when you claim it’s worse? Is it more expensive to do it like you?

– I think there are different approaches, and from what I read, it is cheaper to make and easier to mask any weird flavours. There needs to be a certain level of actives for them to make any difference, and you can put a higher level of ingredients in capsules or powders. But what you don’t talk about is that yes, you can have a high number there, but if the body can’t absorb it, it doesn’t really matter, right?

Being a disruptor also means a lot of education, except for how challenging it is per se to launch your own beauty brand, right?

– Right. And that is something that I realised the last couple of weeks. When I launched, I thought it was just to launch a new brand. Everyone was saying that it takes such a long time to build a new brand, a buyer needs to see it X amount of time before they buy, and so forth.

– I’m educating in a space that is already really noisy, and we’re trying to navigate it. Women are being constantly told to add more stuff to their wellness routine. I’m doing the opposite, saying remove, do fewer things, do them consistently, and focus on the quality of it. So yes, it’s a challenge.

How are you going to make it? What’s your key to success?

– That’s the thing. There’s so much good advice out there. I don’t believe in just being able to copy and paste what everyone else is doing. I think it’s repetition and consistency, and it’s easy to start to go outside the box, that maybe I should be doing what the mainstream is doing because that’s working. Instead, it’s key to stay consistent and stay in your lane.

Another key for new brands, with growing focus, is repurchasing, to get returning customers, right?

– Yes. You want to create a community where people come back to us because it works in their routine, they like the feeling of it, and feel something about it. And, how do you like create that community feeling? That’s a challenge itself. I am currently having a small group of women that I’m working with and trying to get feedback from. They have L’aura in their routine right now, and it’s not just me asking, ‘How do you feel? Is this working? How is your skin?’ It’s more about, ‘How does this feel in your routine, or in your ritual? Are you taking it every day? How is the taste? How is the experience?’ The reason is that I want L’aura to be incorporated in a lifestyle and a wellness beauty routine rather than a must in the morning.

What else have you noticed in terms of consumer behaviour? What are your consumers looking for?

– I think women have become much more intentional about what they buy. A few years ago, the conversation felt very much about adding more products to your routine. Today, I see more women asking different questions. Why am I taking this? Do I actually need it? Does it fit into my lifestyle?

– I also think consumers are becoming much more selective. They’re reading ingredient lists, looking for scientific credibility and questioning marketing claims in a way they didn’t before. Trust has become incredibly important.

– Finally, I think people are looking for simplicity. Life is busy, and if a product is easy to use and naturally fits into a daily routine, people are much more likely to stay consistent with it.

You mentioned the current landscape as noisy. Can you share a market overview?

– There’s a lot of noise, a lot of brands on the shelves, and a lot of people that are overly claiming that it will cure diseases. It’s not. Supplements are there to support what you’re already doing for yourself.

They’re not medical.

– They’re not medical, and they should never be. They’re supporting a healthy lifestyle. I also think one of the challenges is that we see celebrities and well-known personalities putting their names on supplements that contain very long ingredient lists and promise to cover everything you need. But when you look more closely at the label, it’s fair to ask what levels are actually included and how much the body can realistically absorb and utilise. Am I paying for expensive urine? Possibly, if the body can’t effectively absorb and utilise what’s in it. Celebrity endorsement can create trust, but I think consumers are becoming increasingly interested in understanding what’s actually behind the formulation.

If I ask you, the focus should be on absorption.

– It should, for sure, as well as the number of ingredients and the level of them. And then you can take it to a nerdy level, asking yourself what type of magnesium you’re taking. That’s the next level. Firstly, however, we should talk about the fact that the body needs a certain uptake of magnesium for it to even respond to it, or for it to even work.

– Liquid liposomal supplements can be a part of a broader shift in how we think about supplementation. For a long time, the conversation has mainly been about ingredients and dosage. I believe we’re starting to look more at formulation, delivery systems and how nutrients are actually delivered to the body. I also think the format itself plays a role. A liquid supplement feels less clinical than swallowing another capsule. It becomes easier to incorporate into a daily routine, and consistency is one of the most important factors when it comes to supplementation. I don’t think delivery format has received the attention it deserves, but I believe that will change over the next few years.

– If there’s one thing I’d like to see more of in this category, it’s a more balanced conversation. Supplements shouldn’t be about chasing the next miracle ingredient or promising unrealistic results. They should be about supporting a healthy lifestyle with products that are well formulated, easy to understand and enjoyable to use consistently.

– I think that’s ultimately where the industry is heading, and I believe that’s a positive shift for both consumers and brands.

Interesting! And what else do you see coming?

– When beauty and wellness industries are becoming increasingly connected, consumers no longer separate beauty from health in the same way they used to. They’re looking at the bigger picture and want products that support how they feel as well as how they look.

– At the same time, I believe consumers are becoming harder to impress. Bigger ingredient lists and bold marketing claims are no longer enough. Brands need to explain why a formulation makes sense, communicate with transparency and build trust over time.

– I also think we’ll see more innovation around delivery formats and user experience. The next generation of supplements won’t just compete on what’s inside the product, but also on how they’re formulated, how easy they are to use and how naturally they fit into everyday life.