Know what we’re made of was the theme of this years Aveda Congress (a premiere, biennial event that invites thousands of Aveda artists, salon owners and professionals from around the world to the companies’ headquarters in Minneapolis, Minnesota). Although a pioneer in Green Beauty since the 70’s, Aveda, is now more relevant than ever. With social media booming, and the ability to get information anytime, anywhere, Aveda felt driven to let everyone know what they’re made of. It’s a tribute to (Aveda founder) Horst Rechelbacher’s vision when he created the founding principles back in 1978.
So let’s take a look at what Aveda is really made of. As a global brand, they are continuously striving to create a positive impact. The manufacturing facility in Minnesota is 100% wind- powered and situated on a 58-acre, National Wildlife Federation Certified habitat including honeybee colonies. Over 700 employees work at Aveda’s headquarters, who are all deeply invested in the brand’s philanthropic mission. The company has on-site child care, an organic garden and wellness perks.
Ingredients for Aveda’s products are sourced through environmentally-friendly practices by organic farming partners from all over the world. A positive impact is made on the people and economies from which some of the ingredients are sourced through fair compensation. The use of naturally derived ingredients creates high performing products that smell amazing. The Aveda scent is referred to as a Pure-fume™. Synthetic fragrance is never used. Aroma is one of our favorite things about Aveda. To create an Aveda pure-fume™, Aveda has an in-house Botanical Aroma Lab and specialized perfumers. Most beauty companies do not have this and buy their fragrances from fragrance companies—of which there are a limited amount. Our in house lab keeps a certain level of quality and allows for experimentation to create the best aroma possible for each product. Naturally derived for Aveda means more than 50% of the molecule comes from a plant, non-petroleum mineral, water, or some other natural source. To be a green ingredient for Aveda, it must be at least one of the following: naturally derived, certified organic, and or sourced from a sustainable or renewable plant-based origin that does not negatively impact the ecosystems they are sourced from. Aveda’s products are formulated without parabens, phthalates and sodium lauryl sulfate. Since 2000, Aveda has substantially increased their purchase of organic raw herbal ingredients and organic essential oils from 20%+ – 90%+. Key ingredients can be traced back to the source through Aveda’s Soil to Bottle implementation. Through steam distillation, Aveda can process all of their essential oils in an environmental and responsible manner. Aveda has always been a cruelty free company, never testing on animals and uses paper that is certified wildlife friendly. All of this goes into recyclable packaging to create Aveda’s amazing products. As new products hit the shelves, and old ones get a refreshing marketing spin, you will always receive complete transparency with what goes into the bottle; you will always know what we’re made of.
As you can see, In its manufacturing processes, employment, and ingredients used, the brand provides the utmost level of thought and care. It’s these values that make up the full Know What We’re Made Of theme. As Aveda just celebrated 40 years, this campaign encourages all of us to put ethics first, look deeper, be confident and embrace innovation all within one theme. We absolutely love what Aveda is made of and are proud to be an Aveda salon.
Aveda partners around the world, contributed to the launch of this new campaign for Aveda by sharing what they were made of. It has been fun to look on Instagram and see stylists, salon owners and staff around the world who work with Aveda share a few key things about themselves. Below are a few images of some of our staff and what they are made of. What are you made of?