AVEDA – Achieving real beauty for the environment

Aveda Corporation was founded in 1978, by Horst Rechelbacher, with the visualization to provide healthy, environmental, flower and plant-based beauty products. In 1997, Horst Rechelbacher sold the company to Estee Lauder for $300 million. However, Aveda still operates independently although its funds are obtained from Estee Lauder. Basing in Blaine, Minnesota, Aveda manufactures cosmetics, skin care, hair care, and perfume products, which are available in Aveda stores and in nearly 7,000 professional hair salons and spas in 24 countries around the world. The company also educates students in cosmetology and massage at Aveda Institutes in New York City, Washington, DC, Minneapolis and several other cities. Aveda based-businesses come in three levels of ownership, namely: the Experience Center, which only sells products and does not include salon or spa services, a Concept Salon/Spa, where Aveda is used sold solely in their services, and a Lifestyle business, carrying and using Aveda products exclusively. The company also offers proprietary treatment programs/sessions. One of these is the Aveda Hydrotherm massage, wherein massage is performed on heated, water-filled cushions.

A BRIEF HISTORY

In 1978, Horst Rechelbacher established Aveda and its first hair care line was introduced including Aveda Pure Plant Shampoos and Cherry/Almond Bark Conditioner. In the same year, Aveda revolutionized the term “Arometherapy” through its first essential oil composition, the Aveda Beautifying Formula. In 1983, the company launched Aveda Sculpting Gel, which is its first styling product, and in 1984, Aveda launched its first skin care collection that consists of facial toner, moisturizing cream, and cleansing cream. In 1987, Aveda launched in Canada and it launched its first makeup line, Aveda Indra Cosmetics. In 1989, Shampure Shampoo was introduced in the market, which is the company’s unprecedented top selling product. In 1991, the first Concept Salon program was introduced and in 1993, the company established its first aboriginal partnership with the Yawanawa tribe in the Brazilian Rainforest to supply a red dye named uruku, which is used as an ingredient in Aveda makeup. In the same year, Aveda launched its business in Australia and Singapore. In 1994, the Aveda Institute — Soho — was opened in New York City and the company instituted its business in Germany, New Zealand, Italy, and the UK. In 1996, Aveda introduced all-Sensitive Body Formula, which is the first 100% certified organic beauty product and Aveda launched its business in parts of Asia, Belgium, Sweden, and the Netherlands. In 2001, Aveda established the first Aveda Institute outside US, the Aveda London Academy. Aveda opened a new Lifestyle Salon and Spa in Osaka, Japan, in 2006, and another one in Madrid, Spain in 2007.

EXECUTIVE TEAM

Dominique Conseil
Aveda President

Antoinette Beenders
Global Creative Director

Mary Tkach
Global Environmental Sustainability Executive Director

Karen Wilkin
Distribution and Education Vice President – Sales

Marty Flaherty
Salon Development and Distribution Vice President

Catherine Culotta
Retail Store Vice President

Stephan Scheinert
International Salon Distributor Vice Preisdent

ENVIRONMENTAL EFFORTS

* In 1989, Aveda is the first company to support and sign the CERES Principles (Coalition for Environmentally Responsible Economies), which promotes advanced corporate benchmarking of corporate environmental performance and disclosure.

* Aveda established the Green Ingredient policy, which is a collective of self-imposed guidelines that the company faithfully adheres to in ensuring that the regions and their populaces from which their ingredients are sourced from enjoy a beneficial impact. The company’s Green Ingredients are derived from renewable, sustainable or organic plant-based sources. Examples of naturally derived ingredients include: green tea extract use in Aveda’s professional hair color and uruku, a red dye derived from the Brazilian Rainforest used for Aveda makeup.

The company also advocates for the promotion of the economic and cultural development of indigenous communities. To this end, some of their plant-based ingredients are obtained from different indigenous communities worldwide. Examples include South African rose germanium, Bulgarian rose and lavender, babassu and lippia from Brazil, and sandalwood from Australia.

Aveda uses ingredients that are biodegradable and these undergo manufacturing processes that are eco-friendly. Aveda also uses components that are animal friendly; hence, they do not conduct animal testing on its products.

*Aveda has been eradicating parabens from its existing products and now has more than 350 formulas preserved without parabens.

* Aveda executes stringent monitoring and documenting of the natural oils and their sources with its Soil-to-Bottle traceability System, which guarantees the quality of their oils. Aveda has also switched total tonnage of essential oils to certified organic by 90%; and 89% of unrefined herbal ingredients are certified organic.

*Aveda is staunch supporter of renewable energy. Aveda is the first beauty company that manufactures products with 100% certified wind energy. The company purchases Windsource from Xcel Energy in order to produce wind-generated electricity, enough to power Aveda’s primary facility in Minnesota. Aveda is Green-e certified, confirming that the renewable energy purchased by Aveda has met the strict environmental and consumer protection standards recognized by Center for Research Solutions.

*Aveda maximizes the use of post-consumer recycled materials (PCR) by utilizing materials that can be recycled. PCRs are obtained from the cleanest materials that come from milk bottles. Most of their jars and bottles are made from materials that can be recycled through most public recycling programs. Their plastic bottles use a minimum of 80% PCR, which decreases the need for more than 300 tons of virgin high-density polyethylene every year. The company has achieved 95% PCR with the introduction of its new Aveda men line.

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