Horst Rechelbacher founded Aveda in 1978 and early on, he saw the connection between wellness and beauty, plant aromaology™ and the potential for a profitable business that was also committed to social and environmental responsibility. At Aveda’s heart is its mission and a desire to set a business standard in environmental sustainability. As summed up, by Horst, in Aveda’s mission statement
“Our mission at Aveda is to care for the world we live in. From the products we make to the ways we give back to society. At Aveda we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world”
A-Veda means “all-knowledge” in Sanskrit. Its roots are planted in Ayurveda, the ancient healing art of India and other Indigenous wisdoms that take a holistic approach to life and wellness. Their goal is to provide beauty professionals with high performance, botanically based products that are safer for service providers and their guests, as well as for the planet.
Aveda ensures integrity and quality by using organically grown flowers and plants wherever possible and building relationships with indigenous people, farmers and brokers who are in alignment with their philosophy of sustainable agriculture.
- 90% of essential oils used in manufacturing Aveda products is certified organic or biodynamic
- 89% of the raw herbal materials are certified organic
- Complete traceability of certified organic ingredients, from the raw source to the finished products
- Shampoo bottles made with a minimum of 80% post-consumer recycled content, from recycled milk bottles and can be recycled after use
- 100% of the electrical usage at Aveda’s corporate office, distribution centre and primary manufacturing facility in Blaine, Minnesota, is now offset by its wind energy purchase
- 18 million US dollars have been raised for environmental and social causes to date through Aveda’s Earth Month campaigns
- No animal testing
Check out Aveda’s YouTube videos: www.youtube.com/user/aveda