Leading cruelty-free beauty brand Aveda has continued its global expansion with a debut on the Indian market.

The US-based cosmetics company uses Indian Ayurvedic principles – utilising plants and herbs in its beauty products.

Cindy Angerhofer, executive director of Botanical Research for Aveda, told Vogue: “We honour the traditional practices and uses of Ayurvedic herbs, but we use state-of-the-art science to confirm the traditional use of these important medicinal plants, to verify we are using the best and most efficacious ingredients possible.

“Nature truly is at the core of the brand.”

Aveda entered the market in Mumbai in November, and has signalled intentions to expand throughout India.

The company said in a statement: “We’re so excited to be launching Aveda in India! Starting today, Aveda products can be purchased at Sephora Palladium Mumbai, Sephora Select Citywalk Saket Delhi, Sephora DLF Promenade Vasant Kunj Delhi, on nnow.com and on nykaa.com. We can’t wait to hear what you think.”

Indian customers took to social media to express their excitement of the launch.

One tweeted: “LOVE in a bottle (and a tube, of course!) @aveda #AVEDAxINDIA Thank you for the most magical time in paradise, and welcome to India-land, Aveda!”

Company history

Aveda was founded in the year 1978 in US by Austrian hairdresser Horst Rechelbacher, who was inspired to start Aveda after a retreat to India.

Aveda is now a part of Estée Lauder Companies Inc. Aveda offers some skin and body care products, but is most famous for its hair care.

The beauty brand claims to be environmentally responsible, sustainable and cruelty-free. Aveda is in the process of removing beeswax and honey from it’s products and aims to be fully vegan by 2020.

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