Leading global beauty brand, Aveda, is thrilled to announce a massive change for 2021. Every single one of its products – including hair care, hair colour, body care, makeup and aroma products – are now all 100% vegan.
Although 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, the brand has now eliminated all animal-derived products globally throughout Aveda Experience Centers, Aveda partner salons and online.
“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% vegan formulations is a testament to the hard work of this team as they embarked on reformulating and repackaging our products,” Aveda global brand president, Barbara De Laere, said, adding that this work has been in progress for more than three years and is a huge milestone for Aveda.
“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. 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.”
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. Aveda was the first company to sign the Ceres Principles for corporate responsibility, which calls for the safeguarding of the Earth and its inhabitants.
While this was in 1989, Aveda’s commitment remains strong; protecting the Earth’s inhabitants by eliminating animal and animal-derived ingredients from its products was vitally important to the brand.
To learn more about Aveda’s sustainability initiatives, click here.