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The innovators: Aveda

Posted in Style
by Hanna Karlsson on 9 February, 2015

Aveda is an environmentally-conscious beauty brand with an aspiration to always be kind to the environment.


Aveda is an environmentally-conscious beauty brand with an aspiration to always be kind to the environment. Eva Sendel, marketing and PR director for Aveda in Sweden, gives us the story – and reveals which product she wouldn’t want to be without.

Describe the start of Aveda.

– Inspired by Ayurveda, the 5,000-year-old East Indian tradition of healing and medicine, Aveda was launched by a hairdresser named Horst Rechelbacher in 1978 in Minneapolis, Minnesota with the expressed purpose of beautifying both consumers and the world in which they live. This means the environmentally-conscious beauty brand is as committed to creating high-performance products as to upholding its guiding principles of wellness, sustainability and environmental awareness. “For something to be beautiful, it also needs to be good,” says Dominique Conseil, Aveda global brand president of today.

How does Aveda work with sustainability?

– Aveda was the first company to sign the Ceres Principles in 1989 – a nonprofit organization mobilizing business leadership on climate change, water scarcity and other sustainability challenges – and is dedicated to continually improve ten principles of environmental action, including the protection of the biosphere, the sustainable use of natural resources, the reduction of waste, the conservation of energy, and the creation of safe products and services. Aveda is also the first beauty company to manufacture with 100 percent wind power in its primary facility.

– Our ingredient philosophy is that what you put on your body should be as healthy and natural as what you put into it. More than 95 percent of the ingredients are naturally derived. In keeping with the company’s caring philosophy of beauty, Aveda engages in fair compensation practices with suppliers and uses organic, plant-based, sustainable and renewable ingredients whenever possible – without compromising a product’s performance or aesthetic appeal.

– Aveda keeps its packaging to a minimum, using recyclable and post-consumer recycled content, and was the first beauty company to achieve 100 percent post-consumer recycled PET and HDPE packaging, which is now used for many of our products. Our latest packaging development is a bio-plastic which is 96 percent plant derived.

What’s your general view on the beauty industry?

– It is a lovely business to be involved with! To help people to feel more beautiful is a compelling thought, but it also involves a responsibility. Sometimes I think there is too much focus on the superficiality as the perfect body, the perfect skin and the perfect hair. Therefore I think it is important to also focus on “the beauty within you”, to provide products, treatments and experiences that makes good and make you feel good about yourself.

If one was to go for only one of your products, which one would you recommend and why?

– I would go for Beautifying Composition, a nourishing aromatic multi-function oil made by certified organic safflower and olive oil with an uplifting and balancing aroma of certified organic essential oils. I use it in my bath or as a cleanser in the shower, to massage, a few drops in my hair, take away my makeup or to soften my dry skin. It is perfect when I would like to travel light or just to put in my gym bag!

What’s your best beauty tip?

– Definitely a good night sleep! It makes you feel much more beautiful and makes it easier to see the beauty in the world.

What’s your eco beauty prediction for 2015?

– The beauty industry in Sweden, like the fashion industry, is more and more going the same direction as the food industry – to be more sustainable. We will see more organic and sustainably developed products on the market. The consumers will become more and more conscious about ingredients and production. And also about the waste, both regarding packaging and the product residues that goes down the drain and end up in our inland waters and oceans. I think we also will see more products and treatments that applies to more of our senses than the visual like scent and touch, this will makes us more balanced in life – and consequently more beautiful!

Visit Avedas website here and here.
Words by Hanna Karlsson. 


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