Jessica Alba just updated her beauty routine on Instagram, and the first product she reaches for isn’t one most people have heard of yet. It’s the AORA México INICIA Illuminating Primer ($35), and Alba is using it for what she calls her “quick face,” the fast, low-effort routine most of us actually rely on most mornings.
The brand launched at Sephora in July as the retailer’s first fully plastic-free beauty brand, and the INICIA already had a following before Alba’s endorsement. The primer has sold out four times since launching earlier this year and currently holds a 4.9-star rating from Sephora shoppers, which is not an easy feat to achieve.
The formula pulls double duty as a primer and highlighter, built around Mexican ingredients like tepezcohuite, cactus flower and Agastache Mexicana. It hydrates, brightens and smooths skin while helping makeup last up to 12 hours. It’s formulated to protect against pollution too, in line with AORA’s approach of pairing high-performance formulas with zero-plastic packaging.
Mexican beauty traditions and ingredients have been part of AORA’s identity since it launched, and having someone as recognizable as Alba pick up the primer right at the start of Hispanic Heritage Month, which begins September 15, only adds to the moment.
If AORA has been on your radar since its Sephora debut, this is your sign to finally try INICIA for yourself.
