Aveda is a beauty  company that  manufactures flower and  plant-based beauty products. Aveda,  which   is  translated from  the  Sanskrit as  “all  knowledge” or “knowledge of nature,” is based  on  the  fundamental connection of health and beauty  and the healing  properties of nature. Through its commitment to environmental responsibility in its products and  business practices, Aveda is an example of environmental leadership for the beauty  industry.


Aveda was founded in 1978 by environmentalist Horst Rechelbacher, who wanted to create  personal care products using  ingredients found in nature. Rechelbacher worked  in a beauty salon in Minnesota and  founded the company with the goal of  providing beauty  industry professionals with  high  performance, botanically based  products. The  company launched its first hair care product, clove shampoo, in 1978,  and  later expanded to institutes and  salons. In 1989, Aveda opened its first Environmental Lifestyle Store  on Madison Avenue  in New York City and endorsed the  Coalition for  Environmentally Responsible Economies  (CERES) Principles. In 1997, Estée Lauder bought Aveda for $300 million. Today, Aveda is one of the fastest-growing brands in Estee Lauder’s portfolio.


Aveda  products are  designed according to  the  company’s slogan:  The  Art  and Science  of Pure  Flower  and  Plant  Essences. Aveda products are only  sold  in licensed salons  or Aveda stores. Aveda’s product lines include hair  products, such as  shampoos, conditioning agents, and  styling  gels; skin  care,  including moisturizers, toners, and  exfoliants; a full line  of makeup; and  scents  based  on  pure natural ingredients. In addition to the  extensive  line of products, Aveda has  also developed spas, which  provide  services based on Aveda’s mission, and created institutes to teach  salon professionals the Aveda principles. Aveda emphasizes using natural ingredients in its products and  using  responsible packaging as a way to promote sustainability.

Environmental Sustainability

Aveda advocates sustainable business practices. Their mission and  values are designed  to foster awareness and create  change in individuals and society to protect biodiversity and promote sustainable living practices. Aveda was the first company of its kind  to endorse the CERES Principles, which  promote higher environmental standards for corporations. The  CERES  Principles include sustainable use of natural resources, reduction of waste, energy conservation, environmental restoration, informing the public, and assessment and reporting. Aveda publishes CERES annual reports to inform the public  of its progress in meeting these  goals.

Community Partnerships

Aveda’s commitment to sustainability extends beyond its products into  community partnerships. In 1993, Aveda formed a partnership with the Yawanawa  tribe, indigenous to  the  Amazon rainforest in Brazil, to  source uruku, a red  dye used in  the  company’s cosmetics. In  2007,  Aveda  became the  first  beauty  company to use 100 percent wind  power  in its manufacturing and  is the  largest  corporate purchaser of wind  energy  in  Minnesota. At the  2008  New  York  fashion week, Aveda handed out refillable bottles filled with New York tap water. Aveda’s newest environmental campaign is CAPS,  which  asks  consumers to  bring  their  plastic caps from water bottles to Aveda stores  to recycle.

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