Aveda Doubles Down on Sustainability

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Aveda, the high performance, plant-infused haircare brand with a mission of care, today further cements itself as a leader in sustainability and environmental advocacy with a dual sustainability announcement: the brand has named model and climate activist, Arizona Muse, as its first-ever Global Advocate for Sustainability and has today shared that the brand is 100% vegan, now and forever.

A pioneer in cruelty-free beauty and environmental responsibility, the brand sets sustainability milestones that will help to further help to decrease its impact on the planet every year. It is fitting that Aveda’s first global brand ambassador will be focused on advocating for sustainability: in this newly created role, Arizona will work alongside Aveda to champion the brand’s sustainability initiatives, educating around conscious choices that individuals can make to help foster environmental change; leading conversations with other thought leaders and sharing sustainability news on behalf of the Aveda brand, including its transition to 100% vegan formulations by removing all beeswax and beeswax-derived ingredients from its products.

Aveda Global Brand President, Barbara De Laere said:

Today marks a really exciting moment for our brand as we share with the world our continuous commitment to sustainability. Aveda was founded by a world class hairstylist, environmentalist and activist who strongly believed that you should not have to compromise high-performance for vegan, sustainable ingredients, or decide between creating beautiful products or being more environmentally and socially responsible. Our announcements today are a continuation of our mission: we are thrilled that we can now further decrease our impact on the planet by offering 100% vegan products, and for our partnership with Arizona Muse, an authentic ambassador who is both a pioneer and a force for change.

A Sustainable Face for the Brand

Arizona Muse is a world-renowned fashion model and climate activist who has been the face of campaigns for some of the world’s most acclaimed brands. She devoted herself to the cause of environmental sustainability in 2016 after realizing that, as a model, she did not know where the clothes she was wearing and helping to sell came from.

Since then, she has delved deep into self-education about the climate crisis we face, learning as much as she can and recently started applying this knowledge as a sustainability consultant. As a stalwart of the industry, she acts as a bridge between the worlds of fashion and environmental activism, using her platform to educate, engage and act for change.

Aveda’s partnership with Arizona is uncanny; not only has she been using Aveda products since childhood, she also shares many of the brand’s core values around environmental responsibility and giving back to society. Together, they will work toward a goal of impacting the world but limiting their impact on the planet.

Arizona Muse said:

Aveda is a company that I have long admired for creating the most beautiful products that work for my hair, smell amazing and are also responsibly manufactured. I believe wholeheartedly that you do not have to compromise luxury or performance for planet-friendly products, and Aveda delivers on that. Being named their Global Advocate for Sustainability is such an honour for me and I am proud to be working with a brand that shares my values. I also love changing my hair and look forward to debuting a few new looks throughout our partnership!

Transition to Vegan

Vegan products are defined as those that are created without any animal or animal-derived ingredients. Aveda has been cruelty-free since the brand was founded in 1978 and was largely vegan except for some products that contained honey, beeswax, and beeswax-derived ingredients in a limited number of products. It was no easy task to remove them.

Removing beeswax was one of the biggest challenges for Aveda formulators because it helps to create texture, structure, colour payoff, and smoothness. One common alternative to beeswax for lip products specifically is synthetic beeswax, a wax that is petroleum derived. But at Aveda, because we are committed to maximizing 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. - Christine Hall, Aveda’s VP of Research and Development

To learn more about Aveda’s vegan products or sustainability initiatives, visit www.aveda.com/sustainablefuture

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