Aveda, the high performance, plant-infused hair care brand with a mission of care, has further cemented 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 that the brand is 100% vegan.
Always a pioneer in the cruelty-free beauty market place, Aveda have always set sustainability milestones that will help to further help decrease its impact on the planet every year. 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.
Christine Hall, Aveda’s VP of Research and Development told Hair: “Removing beeswax was one of the biggest challenges for Aveda formulators because it helps to create texture, structure and smoothness. We created a unique blend of plant-based butters and waxes that are strong enough for application.”
Aveda Botanical Repair Strengthening Shampoo and Conditioner £26 each. Find out where an Aveda salon or store is near you check out their website www.aveda.co.uk
Images courtesy of Aveda