Aveda goes 100% vegan and announces new global brand advocate

Aveda has announced that the brand is now 100% vegan and that model and climate activist Arizona Muse will be its first-ever global advocate for sustainability. A pioneer in cruelty-free beauty and environmental responsibility, the brand sets sustainability milestones that will help to further help to decrease its impact on the planet every year. It is fitting that Aveda’s first global brand ambassador will be focused on advocating for sustainability: in this newly created role, Arizona will work alongside Aveda to champion the brand’s sustainability initiatives, educating around conscious choices that individuals can make to help foster environmental change; leading conversations with other thought leaders and sharing sustainability news on behalf of the Aveda brand, including its transition to 100% vegan formulations by removing all beeswax and beeswax-derived ingredients from its products. Aveda global brand president Barbara De Laere said: “This marks a really exciting moment for our brand as we share with the world our continuous commitment to sustainability. Aveda was founded by a world class hairstylist, environmentalist and activist who strongly believed that you shouldn’t have to compromise high-performance for vegan, sustainable ingredients, or decide between creating beautiful products or being more environmentally and socially responsible. Our announcements are a continuation of our mission: we are thrilled that we can now further decrease our impact on the planet by offering 100% vegan products, and for our partnership with Arizona Muse, an authentic ambassador who is both a pioneer and a force for change.”

Transition to Vegan

Vegan products are defined as those that are created without any animal or animal-derived ingredients. Aveda has been cruelty-free since the brand was founded in 1978 and was largely vegan with the exception of some products that contained honey, beeswax and beeswax-derived ingredients in a limited number of products. It was no easy task to remove them. “Removing beeswax was one of the biggest challenges for Aveda formulators because it helps to create texture, structure, colour payoff, and smoothness,” explained Christine Hall, Aveda’s VP of research and development.“We opted instead to create a unique blend of plant-based butters and waxes that are strong enough for application, but also feel good.”