Aveda has become the first beauty company in the world to receive a Cradle to Cradle endorsement for its ongoing pursuit of the most advanced standards in environmental sustainability.

Developed by McDonough Braungart Design Chemistry, the Cradle to Cradle concept awards the implementation of eco-effective design principles.

The certification recognises Aveda’s efforts in developing products and processes that conform to the world’s most advanced standards for intelligent design, sustainability and reuse of materials.

Aveda’s impressive 30 year history has seen it recognised for its pioneering use of wind energy in the beauty industry, leadership in the use of recyclable packaging and support of organic agriculture.

“Aveda’s C2C endorsement is expected to signal an important change within the beauty industry and catalyze sustainable product development and manufacturing. Aveda’s C2C certification and endorsement are the culmination of 30 years of socially and environmentally responsible business practices. This recognition is awarded only to companies that can prove their products and packaging are designed for disassembly at the end of their lifetime, either returning harmlessly to the soil or going back into a “closed-loop industrial cycle” to be reused,” said Darren Potter, Brand General Manager of Aveda Australasia.