Happy two-year Vegan anniversary to ethical and sustainable hair leaders Aveda, which ensured that its portfolio of more than 500 products, including all of its hair care, hair colour, body care, makeup and aroma, contained no animal-derived ingredients and were totally, 100 per cent vegan as of two years ago.
Aveda has been cruelty-free since the brand was founded in 1978 and was largely vegan with the exception of some products that contained honey, beeswax and beeswax-derived ingredients until this change. The brand continues to set new benchmarks in environmental responsibility, being the first company to sign the Ceres Principles for corporate responsibility, which calls for the safeguarding of the Earth and its inhabitants, in 1989. Aveda continue to build on this ethos with their ever-expanding commitment to the world around us.
“Behind the Aveda brand is a team of people that are passionate and energised by our mission to care for the world we live in, and our transition to 100 per cent vegan formulations is a testament to the hard work of this team as they embarked on reformulating and repackaging our products,” said Barbara De Laere, Aveda Global Brand President, about the change. “This work has been in progress for more than three years and it is a big milestone for us, it is part of our brand promise to create high-performance products that are 90 per cent naturally-derived (on average) and formulated with our mission of sustainability in mind. We believe in no-compromise formulas at Aveda, there is no reason why we can’t have sustainable, animal-friendly products that work for all hair types and textures.”
“Removing beeswax was one of the biggest challenges for Aveda formulators because it helps to create texture, structure, colour payoff, and smoothness,” explained Christine Hall, Aveda’s VP of Research and Development. “One common alternative to beeswax for lip products specifically is synthetic beeswax, a wax that is petroleum derived. However, at Aveda, because we are committed to maximising our use of naturally-derived ingredients, we opted instead to create a unique blend of plant-based butters and waxes that are strong enough for application, but also feel good on your lips.”
Aveda’s scientific team worked across the board to recreate the high-quality formulas expected of the brand, without the use of these animal-derived components, adding to the brand’s legacy of plant-powered hair and beauty technology. Aveda’s ethos starts from the beginning stages of products, with headquarters that are situated on a 58-acre campus in Blaine, Minnesota alongside honeybee colonies, an employee-curated vegetable garden, electric vehicle charging stations and miles of running trails, on land that is National Wildlife Federation Certified, and which is powered by solar and wind energy.
Continuing this honourable ethos and celebrating this important milestone, Aveda is supprting Veganuary, helping to build the momentum of veganism worldwide by raising awareness of the positive effects of a plant based lifestyle, while also harnessing the power of New Year’s resolutions in the month of January.
People taking the Veganuary pledge increased from 3300 sign ups in 2013 to over 629,000 worldwide in 2022. Calculations indicate that one person eating a vegan diet for a month saves 124,900 litres of water, 84 square metres of forest and 273 kilograms of carbon dioxide emissions, inferring that Aveda’s participation in the challenge has saves more than 124 million litres of water, 84,000 square metres of forest and 273,000 kilograms of carbon dioxide emissions.
Aveda continues to lead by example in sustainable and ethical hair and beauty, with focuses on responsible sourcing and packaging, cruelty-free and vegan formulas, planet conscious manufacturing and contributing clean water to people in need in Aveda’s global sourcing communities.
For more information visit www.aveda.com.au/sustainablefuture
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