About Us
At Alura, we believe your towel should be more than just functional — it should be a source of softness, calm, and care.
Born from the frustration of never finding towels that were both gentle on sensitive skin and beautiful enough to belong in a luxury bathroom, we set out to create our own.
We partnered with Egyptian cotton artisans to source long-staple fibres from the Nile Valley — the kind used in five-star hotels and wellness retreats — and designed every thread to feel soft, absorbent, and safe for the whole family.
Whether you suffer from sensitive skin, frizzy hair, or just want better quality in your daily routine, Alura is made to restore comfort and elevate your space.
Our mission is to help you turn ordinary moments into rituals of self-care — with towels you’ll never want to replace.
Origin
Sourced from the cotton-rich Nile Valley in Egypt, where centuries of textile tradition meet premium quality.
Designed with intention in Australia — for skin, comfort, and everyday ritual.
ALURA
Mission & Vision
Mission
To make everyday self-care effortless, safe, and luxurious through elevated essentials that protect your skin and calm your home.
Vision
To become Australia’s #1 home & wellness brand — trusted by families and recommended by skin experts. And to lay in every wellness retail store.
Wrap yourself in softness
With 800GSM, these towels are heavier, softer, and more absorbent than any other towels.