The trusted skin care company
From a small salon owner to a renowned maker of shampoos and other hair care products, the founder of Aveda, Horst Rechelbacher has come a long way. Aveda is a beauty and skin care company that was formed in 1978 by a salon owner, Horst Rechelbacher, with a mission: to produce products that are made of natural ingredients.
The story of Aveda begins when Horst suffers a burnout from his work and decide to rejuvenate himself by using the herbal remedies prepared by his mother, an herbalist. He recovered quickly and learned for himself the power of plants. Horst then moved to India, where he learned this ancient technique of holistic system of medicine and surgery called Ayurveda and was fascinated with the power of Ayurveda that he begin to integrate Ayurveda into his lifestyle and his salon business model. With the help of other Ayurverda followers, he developed the first shampoo made of clove in his kitchen sink.
Thus, in 1978, Aveda, a beauty and skin care company was born, with a vision: to bring beauty professionals, natural products that would be good for them, their guests and the Earth and the communities. Today, Aveda is wholly owned by Estee Lauder and is presently based in New York. Aveda specializes in hair care, but features over 700 products as well, ranging from skin care, makeup to body care, sold through distributors to about 30,000 salons and spas and currently operating 130 stores in the United States. Besides that, Aveda also operates hair salons and spas that offers treatments such as body massages and treatments, as well as a cosmetology and esthiology training school called the Aveda Institute.
Natural ingredients all the way
Since the brand’s establishment, Aveda has been devoted to environmental responsibility in all business activities, pursuing its mission of being responsible for the Earth, a valuable planet for all living things. To set an example for environmental leadership and accountability, Aveda’s products is made of natural ingredients such as flowers, plant essences and plant materials from organic agriculture. For example, Aveda’s hair care are made of Brazilian babassu nut oil, a natural cleaning component that helps to get rid of dirt and oil from the scalp.
A natural extract is also used in the production of the hair care, removed from a plant called “urukum”, planted by the Yawanawa, a local tribe in the Amazon area. Although it is impossible to produce the products using completely of natural ingredients, Aveda strives to choose the best and high-quality materials available at the time and using the latest techniques that doesn’t harm the Earth in any way.
Refreshing facts about Aveda
- Aveda was sold to Estee lauder in 1997 for $300 million.
- Aveda was the first beauty and skincare brand to support a set of values designed to encourage greater environmental responsibility in business, known as “The Ceres principles”.
- Aveda does not test its products on animals, but willing human participants.
- Aveda is the first beauty and skin care company that uses 100% wind power to produce its products.
Among all Aveda’s products, Aveda’s Invati system, Aveda’s botanical kinetics purifying gel cleanser and Aveda’s nourish mint sheer mineral lip color are considered as popular items yet, which places the brand on par with other organic skin care labels such as Kora Organics, Burt’s Bees and Tata Harper.
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