“Aveda was founded on an environmental mission, so becoming vegan was a natural next step for us to continue to lessen our impact on the planet.”

Aveda products are now 100 percent vegan — globally.

The beauty and haircare brand has been cruelty-free since its inception in 1978 but has now removed honey, beeswax, and beeswax-derived ingredients from all of its grooming and wellness products including hair care, hair color, body care, makeup, and aroma products.

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Challenging process

While the transition to making Aveda products fully vegan was a challenging process, the brand felt compelled to make the move in light of the environmental impact of animal-derived ingredients.

“Removing beeswax was one of the biggest challenges for Aveda formulators because it helps to create texture, structure, colour payoff, and smoothness,” Christine Hall, Aveda’s VP of Research and Development said.

However, after years of ingenuity, creativity, innovation, and endless fine-tuning, the products were reformulated using a blend of naturally derived waxes and plant-based butters.

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‘On an environmental mission’

Commenting on the move, Hall said: “Aveda was founded on an environmental mission, so becoming vegan was a natural next step for us to continue to lessen our impact on the planet.

 “We were further compelled to expedite the process when faced with the facts around the impact of animal-derived ingredients on the health of the planet.” 

The brand has also partnered with Veganuary – a global initiative to promote vegan choices and will be hosting The Change Series, an assortment of talks and content features that delve into all facets of sustainability.

‘Give back to society’

According to Founder Horst Rechelbacher: “Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which 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.

Aveda’s formulations can be purchased online as well as at salons, spas, and stores.

• Read: Pharrell Williams launches vegan skin care that celebrates all ‘Humanrace’

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Mohsina Dodhiya

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