Today we’d like to introduce you to Laura McCann.
Laura, we appreciate you taking the time to share your story with us today. Where does your story begin?
I’ve always been a builder, but my path to Auratherapy didn’t start in wellness. It started in performance and storytelling. I was a child star, and I spent part of my early life raised in France, where beauty, ritual, and the sensory details of everyday living are simply part of the culture. When I came to the U.S., I eventually found my way into New York fashion—an industry that trains you to read energy fast, understand impact, and create experiences that make people feel something the moment they walk in the room.
From there, I did what I’ve done for more than 30 years: I founded companies. I built across CPG and tech, learning how to create products people love, how to scale operations, and how to turn a vision into a real business. On paper, everything looked “successful.” But over time, my body made it clear I was living in overdrive. A major health wake-up call forced me to get honest about the cost of constant stress and high performance. I didn’t want quick fixes. I wanted a way to actually change my state—daily.
That’s when I came back to the simplest thing we all have: breath. Aromatherapy became the gateway, because scent is immediate—it meets you in the nervous system, not in your to-do list. As I studied and practiced, I began to connect scent, breath, and the chakra/aura framework in a way that felt grounded and usable, not abstract. I wasn’t interested in “woo.” I was interested in a repeatable method that helped people regulate their mood, reconnect to themselves, and remember they are vibrational beings.
Auratherapy grew from that obsession. I wanted to elevate aromatherapy into something that felt as sophisticated as a luxury fragrance house, while still doing real work for wellbeing. We pioneered “breathable scent” with premium, essential oil-based Aroma Perfumes and water-based aura sprays—functional fragrance you can wear every day. We paired it with data-driven aura and chakra readings that translate energetic patterns into a personalized scent prescription and ritual. What started as a personal healing practice became a brand, a methodology, and a mission: helping people reclaim their breath and transform through the practice of adoring yourself.
Today, Auratherapy serves clients through retail and aura reading experiences in Miami and Asheville, and we’re building Aura Sanctuary in Asheville as an immersive home for creation, training, and community. We also partner with luxury spas and hospitality leaders—including destinations like Canyon Ranch and Four Seasons—to bring aura- and aromatherapy-driven wellness events to guests who want something elevated, experiential, and genuinely transformative. I wrote my book, Auratherapy: A Guide to Adoring Yourself, Your Chakras, and Your Aura, to make the method accessible beyond our stores—so anyone can start with one breath, one scent, and one small ritual that changes the way they feel.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It hasn’t been a smooth road—at all. Building a brand in wellness means you’re often ahead of the conversation, and you have to keep going before the market has the language for what you’re doing.
One of the biggest challenges was the hurricane. It wasn’t just operational disruption—it was emotional, financial, and logistical, all at once. At the same time, we were navigating a major rebrand, which is exciting but also complex: identity, messaging, packaging, customer education, and rebuilding momentum while still running the business day-to-day.
Opening in Miami brought a different kind of learning curve. Asheville clientele tends to be deeply wellness-native and open to energy work. Miami is more trend-driven, more luxury-coded, and the customer needs a faster translation—why this matters, what it does, and why it’s worth it. So we had to refine the positioning to meet people where they are without diluting the mission.
And then there’s the bigger fight: the fragrance industry. It’s a billion-dollar machine that isn’t going away, but it has normalized products that can be toxic—while conditioning people to override their own bodies. One ongoing frustration has been watching people cling to traditional perfume even when they know it gives them headaches, congestion, brain fog, or irritation. Helping people understand the difference between “fragrance” and Aroma Perfume—between masking and supporting—takes patience and repetition.
The good news is the timing is finally aligning. Beauty wants to be wellness. People are talking about reclaiming their noses and reclaiming their breath. Consumers are more informed, more sensitive, and more willing to choose “breathable scent” that feels luxurious and actually supports them. It’s getting better—and it feels like the culture is finally ready for what we’ve been building.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’m the Founder & CEO of Auratherapy, and my work sits at the intersection of luxury fragrance, wellness, and energetic diagnostics. In simple terms: I help people change how they feel—using breath, scent, and the chakra/aura framework as a practical system for self-regulation and self-connection.
What I do / what we offer
Auratherapy creates “breathable scent” through premium, essential oil-based Aroma Perfumes and water-based aura sprays—functional fragrance designed to support mood, focus, calm, confidence, and resilience. Alongside product, we offer data-driven aura and chakra readings that translate energetic patterns into a personalized scent prescription and ritual. We bring this work to life through retail experiences in Miami and Asheville, and through partnerships with luxury spas and hospitality brands for elevated wellness events.
What I specialize in
I specialize in making energy work usable—and luxurious. I’m known for translating concepts that can feel abstract (chakras, aura, intuition) into something people can actually apply: clear insights, a sensory tool you can wear, and a repeatable ritual that fits real life. I also specialize in brand-building across categories—taking something traditionally niche and elevating it into a modern, aspirational experience without losing its integrity.
What I’m known for
• Reframing fragrance as a wellness tool, not a cosmetic accessory
• Pioneering “Aroma Perfume” as a premium alternative to conventional perfume
• Creating an experience that blends beauty-level sophistication with wellness-level impact
• Building a distinctive retail and event model where customers don’t just shop—they shift state
What I’m most proud of
I’m most proud that Auratherapy has helped people reclaim their breath and trust their bodies again. When someone tells us they finally found a “scent” they can wear without headaches, that they feel calmer in minutes, or that a reading gave them language for what they’ve been carrying—those moments are the real proof. I’m also proud of expanding this work beyond a product line into a method and message through my book, Auratherapy: A Guide to Adoring Yourself, Your Chakras, and Your Aura, and into what we’re building next with Aura Sanctuary.
What sets me apart
Most brands choose one lane: beauty, wellness, or spirituality. I’ve built in all three—and I’m disciplined about bridging them. With 30 years as a founder across CPG and tech, I bring operator rigor to a space that often lacks it, while keeping the artistry and emotion that make luxury feel magnetic. Auratherapy isn’t “clean fragrance” with a new label—it’s a new category: breathable scent + energetic diagnostics + ritual, designed for the way people actually live now.
Do you have any advice for those just starting out?
1) Remember: you are a vibrational being (alignment is strategy)
If you’re vibrating in anxiety, hustle, resentment, or people-pleasing, your business will reflect it—your messaging gets muddy, your decisions get reactive, and the right opportunities feel “hard.” Alignment is when your energy, choices, and calendar match the truth of who you are and what you’re here to build. Your “superpowers” show up when you stop forcing yourself to operate like someone else. Notice what comes naturally—your voice, your pace, your way of leading—and build around that instead of fighting it.
2) Trust your gut—your gut is your third eye (intuition is data)
Intuition isn’t random. It’s information your system picks up before your mind can explain it. The practice is learning the difference between intuition and fear: fear is loud, urgent, and repetitive; intuition is calm, clean, and direct. When something is a “no,” you often feel contraction; when it’s aligned, you feel expansion—even if it’s scary. Create space to hear it: quiet mornings, walks, breathwork, journaling. The strongest founders learn to treat intuition like a skill—trained, refined, and acted on.
3) Adore yourself (self-trust is the foundation of everything)
Adoring yourself isn’t self-indulgence—it’s self-leadership. It means you stop abandoning yourself to earn approval, and you start building from the inside out. When you adore yourself, you choose boundaries, rest, and support without guilt—and your brand becomes more magnetic because it’s rooted in truth. Your relationships improve, your decisions speed up, and your creativity returns. In a world that trains you to override your body and push through everything, adoring yourself is a competitive advantage—and a form of transformation.
Pricing:
- Aura reading $65
- Chakra Boost Discovery kit $99
- Chakra Aroma Perfume $75
- Auratherapy Book $39
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