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by its unique Mission, Aveda believes
that authentic beauty is
The Art and Science of Pure Flower
and Plant Essences™, was founded
in 1978 with the goal of providing
beauty industry professionals with
high performance, botanically based
products that would be better for
service providers and their guests,
as well as for the planet.
Aveda manufactures professional
plant-based hair care, skin care,
makeup, Pure-Fume™ and lifestyle
products. Headquartered in Blaine,
Minnesota, Aveda is available in
Aveda stores, and in nearly 7,000
professional hair salons and spas
in 24 countries worldwide. Whether
you're new to Aveda or looking for
a new experience, their popular,
award-winning and recommended products
meet today's requirement for responsible
beauty products and practices.
BEAUTY IS AS BEAUTY DOES
Aveda, who partners with salon and
spa professionals around the world,
sees beauty as a craft, not as a
product result. Aveda beauty professionals
are unique in the industry for their
pursuit of a higher art: helping
make their clients not only look
beautiful, but feel beautiful. This
quest to bring out the beauty in
their client through genuine care,
differs from beauty industry norms.
that works in harmony with the greater
web of life. It does not qualify as beauty
if it hurts any of the diverse life forms
that the best beauty artist of all, Nature,
created. Authentic Beauty cares for the
environment which we inherited from elders
and will leave to generations that follow
us. Beauty cares for the society in which
we live, enhancing harmony in the way
we live and interact with one another
as human beings. In order to be Beauty,
it also needs to be Good. Beauty is the
result, but also the process followed
in pursuing that result.
Said simply, Beauty Is As Beauty Does.
-Dominique Conseil, President
Horst M. Rechelbacher an Austrian, served
his apprenticeship in the beauty salon
trade and at just 17, went on to work
in a fashionable salon in Italy. He was
very talented and won many European hairstyling
He eventually settled in the United States
and opened his first salon, "Horst & Friends".
Following a trip to Tibet and India studying
meditation, he started making plant based
beauty products at home and sold them
in his salons. He founded Aveda to sell
the products more widely and the rest,
as they say, is 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 the environmental
and responsibility - not just in
the world of beauty, but around
Horst M. Rechelbacher, Founder,
30 years of beauty, environmental
leadership and responsibility
1978: Horst Rechelbacher launches
Aveda (a-vay-da), a manufacturer
of flower and plant-based beauty
products. Aveda is Sanskrit for
Aveda launches its first hair care
line including Aveda Pure Plant
Shampoos, and Cherry/Almond Bark
Aveda Beautifying Formula debuts,
the company's first essential oil
composition. Aveda pioneers the
Aveda launches its first skin care
collection: Cleansing Cream, Facial
Toner and Moisturizing Cream.
1989: Aveda is first company to
endorse and sign the CERES Principles
(Coalition for Environmentally Responsible
Economies)-which encourages higher
corporate standards of corporate
environmental performance and disclosure.
Aveda launches Shampure™ Shampoo,
the company's all-time top selling
1991: Aveda opens new company headquarters
in Blaine, MN featuring environmentally
progressive manufacturing and research
and development facilities.
Aveda launches the first Concept
Salon™ program, setting a new industry
standard for building a loyal salon
1992: Aveda launches its first in-salon
Earth Day event, the precursor to the
current Earth Month Campaign.
1993: Aveda forms its first indigenous
partnership with the Yawanawa tribe in
the Brazilian Rainforest to source uruku,
a red dye used in Aveda makeup.
1994: The Aveda Institute - SoHo opens
in New York City. Aveda expands into the
UK, Germany, Italy and New Zealand.
1996: Aveda launches first 100% certified
organic beauty product, All-Sensitive
Body Formula™ part of the All-Sensitive™
Skin Care Collection.
1997: Aveda is acquired by the Estée Lauder
Companies for an estimated £190 million.
Aveda launches the first 97% naturally
derived permanent hair colour, Enlightening
1998: Aveda launches Full Spectrum™ hair
colour, a complete professional hair colour
system that is 99% naturally-derived.
2001: Aveda opens Aveda London Academy,
the first Aveda Institute outside of the
2005: Antoinette Beenders, Aveda's global
creative director, is awarded British
Hairdresser of the Year.
The first beauty company manufacturing
with 100% certified wind power. Their
wind energy purchase offsets 100% of the
electricity uses by their primary manufacturing
facility in Minnesota, USA.
One of the largest purchasers of
organic ingredients in the personal care
industry. 90% of their essential oils
are certified organic - that's 35 tons
purchased annually, and 89% of their raw
herbal ingredients are certified organic.
Over 8 million US dollars raised
for environmental and social causes to
date through their "Earth Month" campaigns.
Setting industry benchmark for
environmental packaging. Aveda are a leader
in integrating the highest possible post-consumer
recycled content into their packaging.
" Without compromise they fulfil their
mission by providing high-performing
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