Your hair changed after 40. Your routine should too.

A lightweight, drug-free scalp serum for thinning, shedding and hair that just isn't as full as it used to be. Sixty seconds a day, nothing hormonal.

★★★★★ 4.87 / 5 · 390+ reviews

Less hair in your brush and the shower drain
A fuller-looking part and crown
Won't weigh down fine, grey or colored hair
No minoxidil, no hormones

1 Month SupplySave 18%

$45/mo

Billed $45 every month

$30 welcome gift — free with your first order

$30.00

Wooden Hairbrush

With 4th order

$45.00

Metal Derma-Roller

$30.00

Mulberry Silk Scrunchies

With 7th order

$55.00

Hair Serum

$27.00

Mulberry Silk Bonnet

The one we recommend

3 Month SupplySave 36%

$35/mo

Billed $105 every 3 months

$75 welcome kit — free with your first order

$30.00

Wooden Hairbrush

$45.00

Metal Derma-Roller

With 3rd order

$30.00

Mulberry Silk Scrunchies

$27.00

Mulberry Silk Bonnet

With 5th order

$54.00

Signature Hoodie

$55.00

Hair Serum

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or 4 interest-free payments of $36.75 with Shop Pay on one-time purchase

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Your subscription includes

90-day empty bottle guarantee

Welcome kit worth up to $75

Free US shipping on every delivery

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From $1.17 a day on the 3-month plan

Most women start with 3 months, one full hair cycle.

"After menopause, my hair thinned out so much. This serum has helped restore some density to my crown area. It requires daily use, but it works."

Jennifer L. · verified buyer

Aqua (Water), Rosmarinus Officinalis Leaf Water, Glycerin, Niacinamide (Vitamin B3), Panthenol (Provitamin B5), Caffeine (Anhydrous), Benzyl Alcohol, Sodium Hyaluronate (Hyaluronic Acid), Larix Europaea Wood Extract, Camellia Sinensis Leaf Extract, Glycine, Zinc Chloride, Sodium Metabisulfite, Lactic Acid, Dehydroacetic Acid.

Six actives in one formula: caffeine, B-vitamins, rosemary, zinc, hyaluronic and a light botanical base. One application a day, straight onto the scalp, with nothing heavy left behind.

Ships within 1 business day · Arrives in 3–7 days

Real customers, real reviews

Aura Claritas

Which of these have you noticed?

Tap the ones that sound like you.

If even one sounds familiar, you're in very good company. Most women notice these changes in their 40s and 50s, and almost nobody talks about it.

Why it happens

It isn't your shampoo. It's your hormones, and your scalp.

In your 40s

Hormones shift

As estrogen drops through perimenopause and menopause, hair spends less time growing and more time resting. More strands fall out, and fewer replace them.

Over time

Follicles get smaller

Each new hair grows in a little finer than the one before it. That's why your part looks wider, even if you're not losing "a lot".

Every day

The scalp dries out

A drier, tighter scalp is a tougher place for hair to grow. It's also the one part of this you can actually take care of, every day.

Why what you've tried hasn't worked

Thickening shampoos rinse off in two minutes. Biotin gummies don't touch your scalp. And minoxidil is a drug you have to use forever, often with a shedding phase at the start. Aura Claritas is a leave-on serum that stays where your hair grows.

Aura Claritas

Minoxidil

Thickening shampoo

Works on the scalp, stays on the scalp

✓

Drug-free, nothing hormonal

✓

Light enough for fine, grey hair

✓

Six actives in one step

✓

90-day empty bottle guarantee

✓

What's inside

Six actives. No fillers. Straight to the scalp.

Full ingredient list

Women who were where you are

“After menopause, my hair thinned out so much. This serum has helped restore some density to my crown area.”

Jennifer L. · verified buyer

“The thickness and shine are back. I'm finally getting compliments on my hair again after years of it looking lifeless.”

Judy · verified buyer

“My hair is naturally very fine, but since using this serum, it feels completely different in terms of density and strength.”

Donna B. · verified buyer

What women reported after 90 days

From our 96-participant consumer study of daily use.

89%

said their hair looked thicker and fuller

91%

noticed more shine

92%

would recommend it to a friend

Self-reported results from 96 participants using Aura Claritas daily for 90 days. Individual results vary.

Your timeline

How it usually unfolds

Hair grows in cycles of about three months. Anyone promising a fuller head of hair in two weeks is selling you something.

Unretouched photographs of one participant. Individual results vary.

1 Week

Scalp calms down

Nothing dramatic yet, and that's normal. Your scalp just feels cleaner, calmer, less itchy.

1 Month

Now it's a habit

This is the month you'll be tempted to quit — please don't. This is where it starts.

2 Months

The brush knows

This is usually the moment women message us about. Less hair in the brush. Less in the drain.

3 Months

One full cycle

Hair works in about three-month cycles. This is where most of our survey group started seeing the difference in the mirror.

6 Months

You stop checking

The best part isn't what you see. It's that you're not looking for it anymore.

12 Months

Just your hair

Not a project. Not a worry. Just yours.

The daily ritual

Target

Part your hair where you're worried about. That's it - this goes on the skin, not the strands, so your lengths stay untouched.

Activate

Massage for 60 seconds. No measuring, no counting drops. By the time it's done, it's already gone - nothing left sitting on your roots.

Commit

Morning or night, same time each day. Miss one? Pick it up tomorrow - nothing resets, nothing is lost.

Sixty seconds. That's the whole commitment.

90day guarantee

Keep the bottles. Get your money back.

Use Aura Claritas every day for up to 90 days. If you're not happy, email us and we'll refund your first order, even if every bottle is empty. You don't send the bottles back.

The only thing we ask is that you return the free welcome kit, or keep it and we'll deduct a small flat amount. Read the full policy

Questions women over 40 ask us

Can I use it if I'm on HRT or going through menopause?

Yes. It's drug-free and contains nothing hormonal, so it doesn't interfere with hormones. If you're being treated for a medical condition, show the ingredient list to your doctor first, as you would with anything new.

I take thyroid or blood pressure medication. Is it okay?

It's a topical scalp serum with no drugs in it. Thinning can also be linked to thyroid levels, iron or medication, so if it started suddenly, it's worth a check-up. Many women do both.

Will it weigh down fine or grey hair?

No. It goes on the scalp, absorbs in about a minute and leaves nothing on your roots. It won't yellow grey or silver hair.

Is it safe on colored hair?

Yes. It never really meets your lengths, so your color stays as it is.

I've been thinning for years. Is it too late?

Many of our customers started years in. Nobody can promise what your hair will do, but your scalp is the part you can look after, at any stage.

How long until I see a difference?

Your scalp usually feels better within two weeks. For something you can see in the mirror, give it three months, one full hair cycle. That's why most women start with the 3-month supply.

Will I shed more at first?

Some women do, for the first few weeks. It looks alarming and it isn't. It usually settles by week three or four.

How do I cancel my subscription?

From your account in one click, or just email us. No calls, no forms.

Do I need to send the bottles back for a refund?

No. Open, half-used or empty, you keep them. The only thing that comes back is the free welcome kit, or keep it and we'll deduct a small flat amount from your refund.

Reviews

390+ reviews from real customers

Martha S.

Helps with frizz but makes my fine hair look flat and oily by the afternoon.

Heidi W.

My hair looks and feels so much better. I won't stop using it.

Anneli T.

Did nothing for my thinning hair after two full bottles. Waste of money.

Carla W.

It works but you need to be consistent. I forgot for a week and noticed the shedding creep back.

Olga James

Fifty three, two teenagers and a menopause that arrived early. My hair was the last thing I had time for and it showed. This takes me thirty seconds before bed. After ten weeks my fringe looks thicker and my hairdresser didn't have to cover up the thin patch this time

Sonya

I'm 56 and I started swimming twice a week this year, which left my already thinning hair dry and tangled. I rub a little into my lengths after every swim and it has made such a difference. My hair feels soft again and I've noticed fewer hairs on the changing room floor

lorna_k

Such a lovely product. Treat yourself ladies.

Sue Rogers

My hair grows so slowly, it used to take forever to get past my shoulders. It seems quicker now, my hairdresser agreed.

Lorraine

I've seen improvement in shine and softness. Waiting to see if the thinning improves.

Sandra H.

Nice serum. The smell is a bit strong for my liking at first but it fades quickly.

sue1962

Was a bit worried because of the reviews saying greasy, but I just use less and it's perfect.

Cynthia

I read the reviews before buying and they were right.

phyllis.b

Great serum, no complaints.

Lois J.

I'm 47 and had a rough time with hormones. My hair is finally settling and this serum definitely helped.

Sue Henderson

My curls used to go fuzzy and shapeless. Now they hold together and look defined again.

edith47

The serum is good, the packaging could be nicer for a gift.

Ingrid R.

After chemo my hair grew back thin and wiry. This has helped it feel like my own hair again.

Pat T.

My stylist said my hair was in the best condition she'd seen it. That's after two bottles.

michelle1962

Box arrived crushed and the serum had leaked everywhere. Very disappointed.

Dawn

I'm 54 and my ponytail was about the thickness of a pencil. It's not what it was at 25 but it's noticeably fuller.

moira1962

my grey hair used to stick out in every direction no matter what i did. now it actually lies flat. couldnt be happier

Olga

Nice product. It left my fine hair a little flat on the days I overdid it.

Nicole F.

At 75 years young my hair isn't what it was, but it looks healthier than it has in a long while.

Mercedes Nelson

I nearly didn't order because of the price. Glad I did, it outlasts the cheap oils I used to buy by months.

Francine Harris

Didn't think I'd bother writing a review but here I am. Three months in, less hair loss and more shine.

Belinda Gray

Too greasy for my thin hair even with just one drop.

Tina Stewart

I live near the sea and the wind makes my hair a knotted mess. It's so much easier to brush out now.

Georgia S.

I've coloured my hair for 30 years and the ends were like straw. They're soft again and not snapping when I brush.

Avery

i think my hair stopped shedding so much?? normally my shower drain is full after every wash, but now its way less. loving it so far.

Ella

total lifesaver for frizzy hair

Luna

Works wonders for tangles!! I just put two drops and my brush glides right through without pulling out half my hair.

Tamara C.

I've had alopecia patches in the past. This doesn't cure anything but my hair overall is stronger and fuller.

Abigail

i was worried a serum would make my hair oily by the end of the day, but nope! keeps everything smooth and light.

Jodi Walker

I've started wearing my hair up in a bun again because there's enough of it.

Liz

Two drops on the ends after washing and my hair looks salon done.

Cynthia S.

Does help with breakage. I would give five if the bottle was bigger.

Wendy T.

So pleased. My daughter wants to borrow it now, but she can buy her own!

Priscilla H.

Put it on at night, wake up with hair that's easier to manage. Simple as that.

Gianna

omg best purchase ever. my friend recommended it and im never going back to supermarket oils. my hair is so shiny now ✨

Mavis Patterson

Softer hair and a calmer scalp. It's early days for regrowth but promising.

Karen

5th box. Helped me a lot

Una

Lovely product. My hair feels softer than it has in years.

Camila

super good serum. use it every time after washing on damp hair and my split ends look way less visible.

Barbara J

I'm 69 and I'd say it's working, just slowly. The shine came within a fortnight, the extra thickness only really after about three months. I have to put my reading glasses on to see how many drops I've used, a slightly bigger print on the label would help

Izzy

Got the second 3pack. Love it!

Kayla D

If you are consistent, this works. Don't expect a miracle in 3 days, but in 3 months you will be amazed at the thickness and reduction in shed

Aileen K.

Wish I had found this years ago.

Naomi Wood

I have been recommending it to all my customers at the salon where I work. They love it too.

Ruth

Honestly shocked. I expected nothing and got real results.

Deirdre R.

My hair used to take forever to dry and was always frizzy after. It dries smoother now.

Harper

This serum doesnt weigh down my hair at all which is huge for me cause everything else makes it flat

Angela H

I’ve always had a high forehead with thin edges. Now I have thick baby hairs framing my face. It took 3 months, but the transformation is real

Lisa G

No irritation, great smell, and actual results. My ponytail diameter has increased slightly because the new hair is so much thicker. Love

Mandy P.

Not greasy, not heavy, and my hair looks thicker when I blow dry it.

Marie Howard

It helped my dry, itchy scalp within days. The hair improvement came later but it came.

Kelly D

Post-baby shedding was horrifying. This serum slowed it down within days. Now, a year later, my hair is thicker than it was before kids

Diana Cox

My hair used to look greasy one day after washing and dry at the ends. Now it's balanced. Not sure how but I'm not complaining.

Laura H.

It's not cheap but I'd rather spend on this than on another useless shampoo.

Jennifer M.

Pleasantly light. I have fine hair and most serums flatten it completely. This one doesn't.

Kathleen Jenkins

I bought one for myself and one for my sister for her 70th. She has already reordered.

sandra.b

Works for me, although my sister didn't notice much with hers. Everyone is different I suppose.

Hazel

It soaks in quickly and doesn't leave marks on my pillowcase, which was my main worry.

Evelyn

i was super skeptical about it, but after like 3 weeks i noticed so many little baby hairs growing near my forehead?? like literally works. will buy again

Valerie

The product quality is great, hair shedding has definitely decreased, and I'm seeing new baby hairs along my hairline. Taking off one star only because I wished it boosted growth length a bit faster, but for density and strength, it works

Pauline

The difference along my part line is visible to the naked eye, with plenty of new growth coming in

Pauline

bought this for my sister after seeing so many ads and honestly it helped her thin temples so much!! her hair isnt perfect or super fancy looking now or anything but it looks way more alive and full. she said she just feels so much more confident and better about herself lately. definitely ordering one for myself now

Beverly

I was losing hair at the crown after a hip operation and months of stress. It's coming back nicely.

Mandy

It's the only hair product my sensitive skin tolerates. Plus it works!

Paulette B.

I'm 67 and I go to the salon every Friday for a wash and set. My set holds much better now, my stylist noticed before I did.

Donna B

My hair is naturally very fine, but since using this serum, it feels completely different in terms of density and strength. Extremely satisfied with my purchase

Olie

bought this bc my thin spots along my temples were getting bad... its hard to find stuff that doesn’t weigh down red hair. but this serum is amazing! been using it 5 weeks and im seeing new baby hairs. my brush used to be totally full but now its just like a few strands. definitely worth it

Bonnie Wallace

Very happy customer.

Maria M

It really reduced my shedding instantly. The baby hair growth started showing up around the 8-week mark. I will keep using it for life

Bro my edges were literally vanishing after the baby, postpartum shedding on my type of hair is no joke. Started using this and fr it actually brought my baby hairs back

Laura S

Super pleased. I use it on my husband’s thinning area too and we are both seeing new growth. Great smell and texture

Mia

im obsessed with this serum!! my hair was so dry after bleaching, but this actually brings it back to life without making it look greasy at all.

Danielle S

This gave me my edges back after years of tight braiding. The follicle wasn't dead, just needed some life breathed into it with this serum. Thank you

Kayla B

I’ve tried so many hair loss treatments, but this is the only one that actually worked. After a month of consistent use, I no longer find clumps of hair in my brush

Maria

Less hair in the brush, but I was hoping for faster results. Four stars for now.

Candace S.

My friend and I both started using it at the same time. We both see a difference.

Leslie

Very gentle, no irritation at all even though I react to lots of hair products.

Sarah

I'm 44, perimenopause has been a rollercoaster and my hair took a beating. This is one thing that's actually helped.

Rachel E

Best hair growth serum I’ve tried, and I’ve tried them ALL. This reduced my shedding in 2 weeks. The thickness takes time, but it’s happening

Cathy W.

Helps my frizz a lot. The thinning is only slightly better so far.

Helen

At 71 I didn't expect miracles, but my hairdresser asked me last week what I'd been using. That says it all.

Ava

Absolute game changer

Chris H

My hair was fried from bleaching. This serum strengthened it from the root. It looks so much healthier, and the shedding has stopped completely

Jeanette Barnes

Delivery took nearly two weeks. Happy with the product though.

Renee S.

Couldn't be happier. Ordering again for sure.

Katy

Had some issues with shipping. Support solved in within 24 hours

Jake F

Bought this on my wife's recommendation after noticing some mild thinning at the crown. After two months of regular use, the thinning stopped and my hair looks denser. Yeah, I'm a man and leaving a review on hair serum.. Sso what

Anna

In photo it looks not the best but in reality it was way worse. Great product

Lucia

I'm 58 and since menopause my hair has been getting thinner every year. After about six weeks of this I'm finding far less in my brush. Very pleased.

Isabella

After using this hair serum for just a few weeks, I noticed way less hair falling out when brushing, and new baby hairs are finally starting to grow

Ashly

Wonderful serum! The volume at my roots has visibly increased, and my hair looks healthier and more vibrant. Will definitely repurchase

Judy

My hair doesn't feel like straw anymore... that alone was worth it.

rita_k

Delivery was quick and the bottle was well packed. Using it a month and very happy.

Olive

6 months I'm keeping the consistency. Baby hair were visible in about 6weeks. Worth a try for sure

Helga

Very impressed, my hair looks thicker and healthier.

Jodi F.

The bottle lasts ages, one pump is enough for my whole head.

Give your hair the next 90 days

Three months, one full hair cycle, and a free $75 welcome kit. If it's not for you, keep the bottles and get your money back.

Free US shipping · Pause or cancel anytime · Made in the USA

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Your hair changed after 40. Your routine should too.

Real customers, real reviews

Which of these have you noticed?

It isn't your shampoo. It's your hormones, and your scalp.

Hormones shift

Follicles get smaller

The scalp dries out

Why what you've tried hasn't worked

Six actives. No fillers. Straight to the scalp.

Women who were where you are

What women reported after 90 days

How it usually unfolds

Target

Activate

Commit

Keep the bottles. Get your money back.

Questions women over 40 ask us

390+ reviews from real customers

Give your hair the next 90 days