Lashes With a Purpose

Lashes With a Purpose


Nature is our favorite mood board. When we started developing lashes, we began drawing parallels between the transformation of nature and the ways in which we transform ourselves through beauty products. Velvet Flutter is an homage to the ultimate shape-shifter: the butterfly. 


Sadly, there are many species of butterflies that are showing a decline in population; the most dramatic of which is the migratory monarch, with an estimated 99.9% decline since the 1980’s. In the 1990’s, there was a recorded migration of approximately 1.2 million monarchs. By 2020, the recorded population was less than 2000, landing monarchs on endangered species lists as of July 2022. 

Monarchs and other butterflies are a vital part of our ecosystem. Alongside other pollinating insects, they help to pollinate approximately one third of the food we eat. Being that butterflies are so sensitive to changes in their environment, scientists are able to use their presence - or lack thereof - to help predict the health of local ecosystems. 

Immediate intervention is a necessity if we wish to prevent the loss of this incredible species. As such, AURIC will be donating $1 of every Velvet Flutter Lash sale to the Center for Biological Diversity. 

“At the Center for Biological Diversity, we believe that the welfare of human beings is deeply linked to nature — to the existence in our world of a vast diversity of wild animals and plants. Because diversity has intrinsic value, and because its loss impoverishes society, we work to secure a future for all species, great and small, hovering on the brink of extinction. We do so through science, law and creative media, with a focus on protecting the lands, waters and climate that species need to survive.”

If you’d like to read more about monarchs:

Center for Biological Diversity

IUCN Red List of Threatened Species

With gratitude,