THE AURA HAIR TREATMENT - A NEW APPROACH TO FRIZZ CONTROL

CULt colourist Brigita Latiseviciute was recently featured in Forbes, in a piece exploring one of London’s most in-demand smoothing treatments - Aura by Lakmé.

Following a first-hand experience of the treatment, the article highlights a shift in how we approach frizz and hair condition. It’s less about forcing the hair into shape, and more about improving its quality from within.

“Unlike traditional keratin treatments, Aura focuses on adding moisture and shine, rather than simply coating the hair with protein,” explains Brigita.

At the centre of the treatment is hyaluronic acid - an ingredient more commonly associated with skincare, now redefining how we think about hair hydration. The result is smoother, softer hair with reduced frizz, while still maintaining natural movement.

At CULt, this reflects a broader direction in the salon. Clients are increasingly looking for results that feel effortless and wearable - treatments that enhance the hair rather than change it entirely.

Aura delivers exactly that - polished, healthy-looking hair that behaves better day to day, without compromising natural texture or individuality.

For a personalised approach, speak to one of our CULt colourists or book a consultation.

Read the full article in Forbes
→ https://www.forbes.com/sites/poojashah/2026/03/30/the-aura-hair-treatment-is-the-frizz-fix-youve-been-waiting-for/