Nour Tayara is the co-founder and CEO of AORA Mexico, a pioneering clean beauty brand known for its maximalist makeup that is 100% plastic-free and fully recyclable. An engineer turned marketing visionary, prior to AORA Mexico Nour spent over a decade with L'Oréal, where he played a key role in shaping some of the world’s most beloved beauty brands and their sustainability positioning. Born in Lebanon and having lived in Montreal, Paris, New York, and now Mexico City, Nour’s multicultural perspective informs his holistic approach to brand building. Driven by the mantra “Do Well by Doing Good,” Nour applies this philosophy daily at AORA Mexico, where he merges practicality with innovation to create beauty experiences that are as sustainable as they are captivating. For Nour, a brand is not just a collection of products—it’s an opportunity to inspire sustainable living and to make a positive impact on the world. Under Nour’s leadership, AORA Mexico is a reflection of his vision for diverse beauty and sustainability, deeply inspired by Mexico’s rich culture and natural beauty. Before founding AORA, Nour held several key marketing roles at L'Oréal, where his passion for sustainability set the stage for the company’s transformation. Nour spearheaded a range of sustainable initiatives, firmly establishing his reputation as a sustainability leader in the beauty industry. He was instrumental in launching L'Oréal’s first 100% recycled products, a shower innovation focused on water conservation recognized by TIME as one of the 100 best innovations of the year, and many consumer facing marketing campaigns to educate and empower people to lead more sustainable lives.