Aveda Announces B Corp™ Certification

Aveda Corporation has announced that they have achieved B Corp™ Certification, an important global signifier that honours the brand’s decades of commitment to caring for the planet. Aveda now joins other purpose-led businesses that meet high verified standards of social and environmental performance, transparency and accountability, through their role as a sustainability leader and vegan hair care brand.

The Aveda brand is renowned for its environmental practices, and is Leaping Bunny Approved, while this new B Corp certification, as facilitated by the non-profit B Lab, further reinforces their impact in this space.

“A pioneer in sustainability since the founding of Aveda in 1978, achieving B Corp Certification affirms, through an incredibly rigorous process, that Aveda adheres to the highest levels of social and environmental performance,” said Melissa Chelminiak, Director of Mission Partnerships and Engagement at Aveda.

To obtain this highly regarded certification, the brand underwent an extensive review of its total environmental and social impact and was assessed across five pillars of governance, workers, community, environment, and customers. Aveda achieved an overall impact score of 89.6, far exceeding the 50.9 average score of companies undergoing the assessment. The brand will undergo a recertification process every three years to update its impact assessment and recertify as a B Corp, to ensure these high standards are maintained.

The assessment format makes use of B Lab’s internal holistic and quantitative environmental scoring process, known as the Green Score. The brand was highly regarded for their comprehensive benefits offered to employees, including volunteer time off for all employees and subsidised off-site childcare, as well as the wellness and health values for employees that are imbedded in Aveda’s culture.

“Aveda is proud to join a community of like-minded organisations who are driving a global movement of business as a force for good,” said Lindsey Wilson, Associate Director of Community Growth at B Lab. “Aveda has a sterling reputation for its decades-long commitment to maintaining a purpose-led business and I am thrilled to welcome the brand to our community of over 5,000 B Corps around the world. The rigorous and extensive B Corp process takes into careful consideration a company’s impact on people and planet. I congratulate Aveda Corporation on its certification and look forward to supporting the brand on its continued mission to care for the world we live in.”

Built on a founding mission to care for the world, Aveda has pioneered environmental benchmarks for over four decades, focusing on six core areas of safe beauty, sourcing responsibility, packaging responsibility, cruelty-free and vegan formulas, planet-conscious manufacturing and helping to protect and provide clean water to people in need in Aveda’s sourcing communities and communities around the globe. The brand is also a public benefit corporation, which acknowledges that the business operates for both profit and to produce a public benefit and by law can consider the impact of its decisions on stakeholders.

Congratulations to Aveda on this achievement.

For more information visit www.aveda.com.au/sustainablefuture

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