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Aveda History

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 is the embodiment of the vision of Horst Rechelbacher, who founded the company in 1978 in Blaine, Minnesota, with one shampoo. Early on, Horst saw the connection between wellness and beauty, plant aromaology™ and the potential for a profitable business that was also committed to social and environmental responsibility.  AtAveda’s heart is its environmental mission—and a desire to set a business standard in environmental sustainability.Aveda was acquired by The Estee Lauder Companies, Inc. in 1997. Horst has since left and Dominique Nils Conseil joined Aveda as company President in 2000.

A-Veda means “all-knowledge” in Sanskrit.  Its roots are planted in Ayurveda, the ancient healing art of India and other Indigenous wisdoms that take a holistic approach to life and wellness, with a focus on cultivating balance. The goal? To provide beauty industry professionals with high performance, botanically based products that would be safer for service providers and their guests, as well as for the planet.  

Aveda ensures integrity and quality by using organically grown flowers and plants wherever possible and building relationships with indigenous people, farmers and brokers who are in alignment with our philosophy of sustainable agriculture. For this reason Aveda is committed to promoting the use of plant derived materials and we take environmental action on many levels, that includes living our “reduce, reuse, recycle” ethos:


  • 90% of the tonnage of essential oils we purchase for use in manufacturing our products is certified organic or biodynamic

  • 89% of our raw herbal materials are also certified organic

  • Complete traceability of certified organic ingredients, from the raw source to our finished products

  • Shampoo bottles made with a minimum of 80% post-consumer recycled content, are made from recycled milk bottles, and can be recycled after use

  • 100% of the electrical usage at Aveda’s corporate office, distribution centre and primary manufacturing facility in Blaine, Minnesota, is now offset by its wind energy purchase

  • 18 million US dollars have been raised for environmental and social causes to date through Aveda’s Earth Month campaigns

  • No animal testing

Aveda has been available in the UK since 1994. The flagship salon the Aveda Lifestyle Salon and Spa in Covent Garden is home to London’s top beauty experts. Aveda is available in Aveda stores, on, and in nearly 7,000 professional hair salons and spas in 24 countries worldwide.

Aveda’s numerous corporate and social responsibility associations include CERES (Coalition for Environmentally Responsible Economies). Aveda is also the first beauty company in the world and only the second U.S. company in any industry to receive a Cradle to Cradle (C2C) sustainability endorsement, with nine Aveda products achieving Gold Level C2C certification.

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