Had the same issue as you. My solution is to create a task in your taskscheduler.
Make sure that the task starts at startup.
1. Open Taskscheduler = Taskschd.msc
2. Create a basic Task -> Name your task, description ->NEXT-> Trigger: @startup ->ACTION->start a program
-> point to the location of AURA, you can use extra arguments if needed
3. Complete and reboot your PC.
Are you using the latest version of the AURE software?
Yes, i have last version "AURA RGB Lighting Control for Graphic card & ROG-XG-STATION-2 ver0.0.5.4"
Same problem. Though first time I turned it completely off (unplug from wall) it seemed to work again but on restart stopped and now if i unplug it its stay white. As well as it saying "Non-Aura" on older version of Aura (one that came on my CD) it says "The system doesn't support LED functions!"
I tried contacting Asus support. They pretty much said i NEED a Aura supported montherboard to use LEDs on my GPU... Not true though because i used to be able to change the LEDs
I have also tried using another HDD and installing windows on it again even tried Linux. Seems the LEDs go to white (with a bit of pink but that's just how the LEDs create the white color?) as soon as i press the power button not just when windows loads.
Also when going into the GPU tweak 2 tools section the Aura is grayed out (https://gyazo.com/263854e2c5008e161ab556c9538907ea) and if i go to the website and download it then try open it i either get Non-Aura or "The system doesn't support LED functions!" depending on what version of Aura i run
oh and i am running the latest version of everything... right now
Aura Version 0.0.5.4 for Graphics cards is the version you need unless you have an Aura motherboard
I would try re seating your Graphics card, uninstalling GPU Tweak, Aura software and graphics drivers, run CCleaner to clean out registry files, install graphics driver, then Aura and see if the LED's function properly, there must be some software conflict going on, if it works after this install GPU Tweak to see if that is where the conflict lies
I noticed in the release notes for Ver. 0.0.5.4 that it fixes a conflict with Sonic Studio, do you have this or any other ASUS software installed?