Aveda's mission is to care for the world we live in, from the products they make to the ways in which they give back to society. Aveda strives to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.

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Aveda's earliest roots lie in Ayurveda, the Indian healing tradition based on the knowledge of life and the interconnectedness of all things. It has been proven over 5,000 years that treating the whole person leads to greater balance and well-being, so Aveda consider the effects of their products not only on hair or skin, but on body, mind and emotion.

In keeping with Ayurvedic principles and because of their concern for the Earth, Aveda is committed to using organic ingredients.

Acting Responsibly

Earth and community care report

In 1989, Aveda was the first privately held company to sign the CERES Principles (Coalition for Environmentally Responsible Economies). Today, they continue to strive to improve their practices and commit to publicly sharing results.

Responsible packaging

Aveda was the first beauty company using 100% post-consumer recycled PET for skin care and hair styling. With every package they develop, they're mindful of the environmental footprint and work to minimise packaging and maximise use of recyclable and post-consumer recycled materials.

Cradle to cradle

In support of their mission "to care for the world we live in" Aveda has embraced the Cradle to Cradle (C2C) concept and philosophy as a key element of acting responsibly.

Aveda cares

Over the past decade, Aveda has partnered with nonprofit organisations whose work supports their commitment to social and environmental improvement.

Renewable energy

Aveda was the first beauty company manufacturing with 100% certified wind power. Their wind energy purchases offset 100% of the energy used by their primary manufacturing facility in Minnesota, their company headquarters and the Aveda Institute Minneapolis.


Aveda continually strives to increase their use of naturally derived ingredients, i.e. those in which more than 50% of the molecule comes from a plant, non-petroleum mineral, or other natural source, like water. They set other standards for use too, like avoiding certain types of processing.

Their standards have made them a pioneer in the green cosmetics world: now more than 90% of their essential oils and 89% of their raw herbal ingredients* are certified organic. *By tonnage.

Ingredient sourcing

Trace Aveda's ingredients back to the farm or harvesting co-op. Called Soil to Bottle it ensures fair compensation throughout the process.

Aveda develops close working partnerships with certain communities and suppliers and seeks to use them as their primary source for specific ingredients.


Get a boost from the acacia

Sacred in ancient mesopotamia, the acacia tree is a centuries-old source of nourishment and beauty. Their scientists discovered that that gum of the acacia tree is also a natural thickener, perfect for fine hair. Aveda purchases acacia gum to help thicken and volumize fine hair.


Ayurvedic roots of turmeric and amla

Aveda source turmeric-known for its effectiveness in Ayurveda - from the Indian firm Nisarga, (which means "nature" in Sanskrit). Their partnership with Nisarga is helping them to convert more farmland to organic - which is better for the earth, the farmers, all of us.


Argan from Morocco

Moroccan women are saving the Argan tree from the encroaching desert. Aveda help them determine their future, and protect the trees upon which they depend.


Rose and lavender from Bulgaria

Aveda's partnership with Enio Bonchev, a bulgarian rose and lavender oil distillery, ensures the Romi people's fair treatment and compensation.


Sandalwood from Australia

Aveda's purchase of wild Australian sandalwood oil from the indigenous harvesters, historically underpaid by others, has resulted in fair pay for their product.


Cistus from Spain

Spanish Cistus extract is essential to Aveda, like the people who harvest this certified organic plant, their relationships with local Andalucian village inhabitants has helped create an earth-friendly Cistus practice.

Be the Change


Buriti Oil from Brazil

Deep within Brazil, the people of Piaui say "where there is buriti, there is water" because the tree grows along rivers. The oil from the fruit is so moisturizing that Aveda formed a partnership with Beraca, a Brazilian company that shares their mission to care for the world we live in. Dedicated to improving lives in communities where they find ingredients, Beraca purchases Buriti oil from local cooperatives, providing income to many families so they can keep their way of life.

Earth Month

Earth Month

In support of WaterAid

Aveda UK has supported WaterAid for five years to date through their annual Earth Month campaign, and they’re doing it again. This year they are raising money for a project in Andhra Pradesh, India, which supports women in accessing clean water, safe sanitation and hygiene education.

To help with their mission feelunique.com will be embarking on a 30 mile cycle ride on the 4th May. Find out how you can support us here.