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.
- We believe in treating ourselves,each other, and the planet with care and respect.
- We believe social responsibility is our responsibility.
- We believe ecological and profit goals are mutually achievable.
- We believe our authenticity and experience are our points of difference.
- We believe in inspiring and educating people to integrate wellness and beauty in their lives.
- We believe in the power of oneness: from our global image to a focused network.
- We believe learning never ends.
- We believe in encouraging innovation and empowered decision-making.
- We believe our actions, products and services should always embody excellence.
- We believe personal and organizational balance is the key to sustainable success.
- We believe true leadership is delivered with passion and by example.
History of Aveda
A history of Aveda since 1978.
30 years of beauty, environmental leadership and responsibility.
This is just a few short pieces of the amazing Aveda story.
Horst Rechelbacher launches Aveda (a-vay-da), a manufacturer of flower and plant-based beauty products. Aveda is Sanskrit for all knowledge.
Aveda launches its first styling product, Aveda Sculpting Gel.
Aveda launches its first skin care collection: Cleansing Cream, Facial Toner and Moisturizing Cream.
Aveda opens its first free-standing Environmental Lifestyle Store on Madison Avenue in New York City.
Aveda launches Shampure™ Shampoo, the company’s all-time top selling product
Aveda opens first Aveda Spa Retreat in Osceola, WI, offering treatments based on Ayurvedic Medicine.
Aveda launches the first Concept Salon™ program, setting a new industry standard for building a loyal salon network.
Aveda forms its first indigenous partnership with the Yawanawa tribe in the Brazilian Rainforest to source uruku, a red dye used in Aveda makeup.
Aveda launches first 100% certified organic beauty product, All-Sensitive Body Formula™ part of the All-Sensitive™ Skin Care Collection.
Aveda is acquired by the Estée Lauder Companies.
Aveda launches the first 97% naturally derived permanent hair color, Enlightening Blonding.
Aveda forms a partnership with the indigenous people of the Madre de Dios rainforest region of Peru to source morikue, a protein made from Amazonian nuts.
Aveda opens Aveda London Academy, the first Aveda Institute outside of the U.S.
Aveda becomes the first beauty company to manufacture with 100% certified wind power.
Aveda strives to use natural ingredients from flowers and plants wherever possible.
Here are just a few of the common ingredients you will find in Aveda products.
The Argan tree — the symbol of Morocco — is indigenous to southern region of the country, living on the edge of the Sahara Desert. The Argan forest extends over approximately 800,000 hectares and contains more that 20-million trees which can live up to 200 years.
If you were to follow the mesmerizing scents of Aveda’s rose and lavender to their source, they would lead you over Bulgaria’s soaring Balkan Mountains to a hidden and protected valley speckled with rows of breathtaking flowers.
On the fields and savannas of northeastern Brazil, an aromatic shrub grows wild, producing new sprouts each year. Lippia has been used for centuries in traditional Brazillian folk medicine to remedy irritation and discomfort.
In the eastern Amazonian region of Brazil, women gather after morning chores to collect nuts from lush new-growth babassu (bob-ah-sue) palms. They carry their harvests in woven baskets to shade trees, where they sit and break the hard shells with a stick over ax blades adjusted to their legs.
Throughout the Aboriginal People’s journey, the Earth and its natural resources have been the ground that supports their every step. Today, the Australian sandalwood tree carves the way for a vibrant and hopeful future.
Nova Esperanca is surrounded by vibrant rainforests growing the urukum plant, a bushy tree that stretches nine feet tall and produces spiky red or green pods. If you open a pod with your thumbs you find a collection of small red seeds hugged together.
Rose geranium is an indigenous plant to South Africa, opening its delicate colors to vast stretches of land protected by distant mountains. The flower itself blooms white, tear-shaped petals painted with a deep purple center, surrounded by a cluster of ridged mint-green leaves
Cistus ladaniferus, jara in Spanish, is a plant of survival, renewal and rebirth. For more than 150 years, it has been the foundation of Andalucia’s landscape, and the unlikely resource upon which local wildlife, farming and vegetation live in balance. Cistus plants are considered by some to be a “wild weed,” and “rockrose.”
At Aveda we are mindful of the need to reduce our environmental footprint in every package we develop. We achieve this by minimizing our packaging, maximizing the use of post-consumer recycled materials, using materials that can be and are recyclable, and by designing our packaging so that the individual parts can be separated for recycling.
We also work with suppliers who manufacture our packaging materials using renewable energy.
Aveda’s guiding packaging principles include: Considering the lifecycle analysis of packaging options Reducing the size, weight and production processes of packaging Offering packaging that can be recycled whenever possible Using the most environmentally sound materials and as much Post-Consumer Recycled (PCR) content as commercially possible Using renewable energy to manufacture and fill our packaging Challenging our packaging partners to meet these standards as well.
Policies Aveda follows in the creation of packaging When we develop a new package or evaluate current packaging for value analysis, the key consideration is to reduce the packaging to the least amount of material possible while still satisfying consumer safety, the design concept and adequate product protection during transportation, storage and use.
Next, we use materials with the least environmental impact and then build the highest level of PCR (post consumer recycled content) into the packaging.
We have a “Material Use Manual” that defines our mission and policy on material use as well as our strategic priorities for material use.
We have established a plastic hierarchy based upon the environmental impact of different materials in which we distinguish between our preferred materials, such as Polyethylene and Polypropylene, problem materials and prohibited materials, such as PVC.
The policy also states our position of not using heavy metals or virgin forest products in the making of any packaging materials. We have recently developed a “Material Use Tool Kit” to further help us in the selection of materials. Our strongest initiative is to try to use post consumer recycled (PCR) materials in all of our packaging.
We can’t guarantee that our packaging will be recycled, but we can do our part by insuring that it is made out of material that will now have a second life rather than going to a land fill.