Why Aveda?

Updated: Apr 10

"Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world."

- HORST RECHELBACHER FOUNDER OF AVEDA


Caring for the planet is at the heart of Aveda's mission. And it's at the hear of ours too.


Aveda is all around clean beauty from responsible packaging, manufacturing, sourcing, and the ingredients they use. Aveda's products are vegan and cruelty free, so you know that when you are getting a full head color it came from a safe place.




Cruelty Free. No Animal Testing.

Aveda is a cruelty-free brand. We never test on animals and do not ask others to do so on our behalf. Our products are “people-tested.”


Being a cruelty-free brand is an important part of our mission to care for the world we live in and for those we live with, and has been since our founding in 1978.





WITH NATURALLY DERIVED INGREDIENTS

At Aveda, The Art and Science of Pure Flower and Plant Essences, we believe that the best beauty artist of all is Nature. This is why we continually strive to increase our use of naturally derived ingredients whenever possible.


Naturally Derived: Aveda uses the ISO standard 16218 when calculating the naturally derived percentage of its ingredients derived from plants, non-petroleum minerals, and other natural sources, including water. Naturally derived means that over 50% of the ingredient is natural (by molecular weight).



WIND-POWERED MANUFACTURER

We believe there is no responsible alternative to doing business other than through the pursuit of environmental sustainability and this belief guides every decision we make. We find inspiration for doing so in nature and believe that nature is not merely something to be cherished and protected, but also should be emulated as a model of sustainability. we also believe that profit and environmental responsibility will increasingly work together as more industries find out that"nature works"for both sustainability and the bottom-line.



PIONEER IN POST-CONSUMER RECYCLED PACKAGING

We are proud to have been the first beauty company using 100% post consumer recycled PET.  Now more than 85% of our skin care and hair styling PET bottles and jars contain 100% post consumer recycled materials.

With every package we develop, we're mindful of our environmental footprint and work to minimize our packaging and maximize our use of recyclable and post consumer recycled materials.



PURE-FUME™AROMA

We believe every beauty product should make you feel as beautiful as you look. That’s why aroma is at the heart of every Aveda experience. To help promote your sense of well-being, our products feature aromas formulated through the art and science of aromaology. Created in our Botanical Aroma Lab, our pure-fume™ aromas are artful blends of flower and plant extracts distilled to their very essence, their spirit, to awaken your senses with nature’s power. Experience them yourself; your sensory journey awaits. Only at Aveda.



For more information visit https://www.aveda.com/the-Aveda-way



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