Aveda™, 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.


Empowered by its unique Mission, Aveda believes that authentic beauty is one 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

The Founder
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 competitions.
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 leadership and responsibility - not just in the world of beauty, but around the world."
Horst M. Rechelbacher, Founder, Aveda

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 "all knowledge."

Aveda launches its first hair care line including Aveda Pure Plant Shampoos, and Cherry/Almond Bark Conditioner.

Aveda Beautifying Formula debuts, the company's first essential oil composition. Aveda pioneers the term "Aromatherapy."

1984: 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 product.

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 network.



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 Blonding.

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 U.S.

2005: Antoinette Beenders, Aveda's global creative director, is awarded British Hairdresser of the Year.

Facts
• 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