Aveda, the plant-powered hair care brand, has announced that all of its hair care, hair color, body care, makeup and aroma products are now 100% vegan.
 
The brand 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. Today, all products, globally, available on Aveda.com, in Aveda partner salons and in Aveda Experience Centers are now 100% vegan.

And -- Arizona Muse is the brand's first-ever global advocate for sustainability.
 
Eliminating Animal Ingredients
 
Vegan products are defined as those that are created without any animal or animal-derived-ingredients. Many such ingredients are used in beauty including the aforementioned beeswax and honey, as well as silk, keratin, glycerin, non-vegetal squalene, lanolin, collagen and carmine. Though Aveda only used honey and beeswax-derived ingredients in a limited number of products, it was no easy task to remove them.
 
Aveda formulators created a unique blend of plant-based butters and waxes to recreate the texture, structure, color payoff and smoothness of beeswax, and used only non-animal derived ingredients to ensure that the aromas would not be affected.
 
Commitment to Clean Beauty
 
In accordance with Aveda’s founding mission to care for the world we live in, the brand has pioneered new benchmarks of environmental responsibility in beauty for decades. Protecting the Earth’s inhabitants by eliminating animal and animal-derived ingredients from its products was vitally important to the brand.
 
Barbara De Laere, Aveda global brand president said, “Behind the Aveda brand is a team of people that are passionate and energized by our mission to care for the world we live in, and our transition to 100% vegan formulations is a testament to the hard work of this team as they embarked on reformulating and repackaging our products. 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% naturally-derived (on average) and formulated with our mission of sustainability in mind.”
 
High Performance Hair Care
 
In addition to being cruelty-free, vegan and 90% naturally derived on average, Aveda’s products deliver competitive results for all hair types and textures. The brand’s products include:
 

• Botanical repair: a high-performing, vegan, 93% naturally derived collection of both retail and professional products powered by a 3-layer hair repair technology that transforms hair with the power of plants. Plant-powered molecules help repair hair by multiplying bonds critical to reinforcing hair’s strength and integrity at the core, while a nourishing macro green blend detangles and smooths the cuticle to prevent breakage. The result is visibly revived hair that’s shinier and full of life.
• Nutriplenish: an advanced hydration system from Aveda that offers high-performance, nutrient-powered hydration through a Superfood Complex. This collection, which is silicone-free, vegan, cruelty-free and 94% naturally derived, was specifically formulated to address hydration needs for all hair types and textures and provides 72 hours of nutrient-powered hydration.
• Invati Advanced: strengthens and instantly thickens hair, reducing hair loss by 53%. This system features a blend of Ayurvedic herbs including ginseng and certified organic turmeric that help invigorate the scalp when massaged in, and certified organic amla instantly thickens the hair from roots to ends.

 
A More Sustainable Future
 
Aveda’s headquarters 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.
 
The land is National Wildlife Federation Certified, and employees enjoy frequent sightings of a variety of wildlife including turkeys, deer, turtles and groundhogs. The main office building has an emphasis on sustainability: it is powered by solar and wind energy, is carpeted with recycled fibers, has composting and recycling bins throughout the building and an organic cafe on the first floor.
 
In September 2020, Aveda launched its Carbon Offset Shipping program, which offsets 100% of carbon emissions generated by shipping products purchased on Aveda.com and shipped to U.S. guests at no cost to the guest. This year, the brand also launched its online Ingredient Glossary, which details what the brand’s key ingredients do and what they are sourced from.
 
Additionally, Aveda “flipped the switch” on a new 3.6 acre, 900kW ground-mounted solar array at its headquarters in June 2020. The solar panels collect sunlight throughout the day, converting the light into electricity and supplying it to the manufacturing facility on campus, sending excess energy back to the grid. The new array is part of the brand’s vision to be a renewable energy generator.