Discover Aveda

The art and science of pure flower and plant essences is the core of Aveda. Our beauty products are alive with the life force of plants, and contain pure essential oils. Our solutions are so powerful we call them Purescriptions™. While we specialise in hair care, we offer other plant–based products—skin care, makeup, pure-fume™, aromas and lifestyle—that are all professionally developed, clinically tested, and go to exceptional lengths to be respectful of the earth. Our professional network, nearly 7,000 salons and spas worldwide, shares our commitment. Ever since a hairdresser founded Aveda in 1978, our products have been harvested with respect for the earth, in harmony with the web of life.

Aveda: connecting beauty, environment and well–being.

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connecting beauty, environment and well-being.


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 environmental leadership and responsibility, not just in the world of beauty, but around the world.


1. We believe in treating ourselves,each other, and the planet with care and respect.

2. We believe social responsibility is our responsibility.

3. We believe ecological and profit goals are mutually achievable.

4. We believe our authenticity and experience are our points of difference.

5. We believe in inspiring and educating people to integrate wellness and beauty in their lives.

6. We believe in the power of oneness: from our global image to a focused network.

7. We believe learning never ends.

8. We believe in encouraging innovation and empowered decision-making.

9. We believe our actions, products and services should always embody excellence.

10. We believe personal and organizational balance is the key to sustainable success.

11. We believe true leadership is delivered with passion and by example.


the legacy of horst rechelbacher extends far beyond the creation of Aveda. a pioneer of holistic beauty, and a champion of environmental responsibility, horst’s purpose and passion have taken on a momentum of their own as part of a greater global movement toward balance and harmony, both individual and collective..

Born in Austria in 1941 to an herbalist mother and a shoemaker father, Horst began working in the salon across the street at the age of 14. “I was not a good student at all but I was very eager to be something different,” he said. Horst was a natural talent, and by 17 he was working as a stylist at a prestigious salon in Rome, tending to such film stars as Sophia Loren. By the young age of 20 he had won the European Hairstyling Championship, which he used as a springboard to tour Europe and the United States. “What is a calling? It’s like almost a fire inside me and it keeps me alive,” he said.

a lifelong student with a lasting vision

A world-class stylist in his teens, Horst ended up in Minneapolis, Minnesota by accident. Literally. During a stylist competition in 1964, Horst’s car was hit by a drunk driver. He decided to settle in Minneapolis, as a European hairdresser, and opened his own salon, Horst & Friends and then several others, becoming a successful salon entrepreneur in his twenties. In the late sixties, Horst suffered burn out from overwork and recovered thanks to herbal remedies prepared by his mother, as well as to the practice of yoga and meditation. Following a retreat in India in 1970, Horst integrated Ayurveda in his lifestyle and his salon business model. He adopted a holistic thinking, the belief that individual beauty is directly linked to the beauty of the world around us. His were ideas that would revolutionize the beauty industry. “We are the earth,” he said. “We are soil. We are water. We are everything. So go organic if you can. So become a farmer. Grow in your own house. Grow peppermint and make your own tea. Celebrate life.”

from the ancient art of Ayurveda come the rituals of Aveda

In India, he also received the inspiration to create Aveda. Horst gained greater appreciation for the power of wellness to promote balance in mind, body and spirit, the prerequisite to achieving the guest’s beauty goals. He met Shiv Nath Tandon in the ashram Sadhana Mandir in Rishikesh, India with whom he developed his first Clove Shampoo in a kitchen sink in Minneapolis, together with doctors of Ayurveda, Vinod and Kusum Upadhyay. All have continued to work with Aveda since the early 1970s. 

Out of this well-timed collaboration, Aveda was born in 1978 with the vision to bring beauty professionals botanical products that would be good for them, their guests, and the Earth and its communities. Horst’s foresight is a testament to how far ahead of his time he was, and although no longer with us his legacy lives on in countless ways, from the signature ritual of a neck and shoulder massage that Aveda salons are known for, to an ecologically-minded way of doing business, one that celebrates companies with a conscience. Most importantly, Horst taught us that: “Every day presents every one of us with the opportunity to create positive effects. Even the simplest, seemingly insignificant choices we make in our daily lives—what to eat, what to wear, what to use on our bodies and in our homes—have a ripple effect that reaches far beyond us personally.”

a life of extraordinary leadership

1978 — Horst founds Aveda with the mission of creating holistic beauty through wellness; Aveda is “knowledge of the whole”

1982 — The first Aveda Institute opens its doors in Minneapolis; Aveda Institutes are schools for aspiring professionals in the beauty industry

1987 — Horst publishes “Rejuvenation: A Wellness Guide for Women and Men” 

1989 — Horst endorses the Valdez/Ceres principles of environmental sustainability, making Aveda the first company to sign on 

1997 — Aveda is acquired by The Estée Lauder Companies and grows to become a global success story with a presence in more than 35 countries and 8,000 salons and spas 

1999 — Horst publishes “Aveda Rituals: A Daily Guide to Natural Health and Beauty" 

2004 — The beauty industry awards Horst a Lifetime Achievement Award 

2005 and 1995 — Vanity Fair magazine names Horst one of the most influential environmentalists in the U.S. 

2007— Horst receives the Rachel Carson Award for a Lifetime Commitment to Environmental Ethics & Integrity

2007—The Spa & Salon Professional Association honors Horst as an Industry Innovator & Legend for lifetime contribution to the cosmetology industry 

2009 — The President of Austria awards Horst the “Decoration of Honour in Gold Services to the Republic of Austria,” an award given to exemplary Austrian business leaders

2013 — The International Spa Association (ISPA) honors Horst with the ISPA Visionary Leader Award

Earth and Community Care Report

In 1989, we were the first privately held company to sign the CERES Principles (Coalition for Environmentally Responsible Economies). Today, we continue to strive to improve our practices and commit to publicly sharing our results.
2010 Report »
2008 Report »

environmental policy »

Responsible Packaging

We are proud to be the first beauty company with 100% post consumer recycled PET for skin care and hair styling.* With every package we develop, we're mindful of our environmental footprint and work to minimise our packaging and maximise our use of recyclable and post-consumer recycled materials.
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Renewable Energy

We're proud to be the first beauty company manufacturing with 100% certified wind power.** Our wind energy purchases offset 100% of the energy used by our primary manufacturing facility in Minnesota, our company headquarters and the Aveda Institute Minneapolis.
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aveda cares

Over the past decade, we've partnered with nonprofit organisations whose work supports our commitment to social and environmental improvement.
earth fund »
community care policy »

Cradle to Cradle

In support of our 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.
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* Bottles and jars. **Per a review of WWD Beauty Report International Top 100 Cosmetic Manufacturers' Corporate Websites in April 2007.

Acting Responsibly

We believe there is no responsible alternative to doing business other than through the pursuit of environmental sustainability and this belief guides every decision we make. We find inspiration for doing so in nature and believe that nature is not merely something to be cherished and protected, but also should be emulated as a model of sustainability. We also believe that profit and environmental responsibility will increasingly work together as more industries find out that "nature works" for both sustainability and the bottom-line.

Green Ingredients

Discover how we connect our mission with product development by sourcing ingredients from traditional communities around the world.
green ingredient policy »
ingredient glossary »
ingredient faq »


Our Green Ingredient Promise at Aveda, we continually strive to increase our 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. We set other standards for use, too, like avoiding certain types of processing.

Our standards have made us a pioneer in the green cosmetics world: now more than 90% of our essential oils and 89% of our raw herbal ingredients* are certified organic.

* By tonnage.

ayurvedic roots of turmeric and amla

We get Turmeric—known for its effectiveness in Ayurveda—from the Indian firm Nisarga (which means “nature” in Sanskrit). Our partnership with Nisarga is helping them to convert more farmland to organic—which is better for the earth, the farmers—all of us.
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urukum from brazil

The Yawanawa people, growers of the beautiful, red-orange Brazilian urukum seeds, work as a community, toward growth and renewal with support from Aveda.
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babassu from brazil

Aveda has helped the women who collect and process the Brazilian babassu nut develop a sustainable business, preserve ancestral lands and protect the ecosystem.
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sandalwood from australia

Our purchase of wild Australian sandalwood oil from the indigenous harvesters—historically underpaid by others—has resulted in fair pay for their product.
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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.
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Ingredient Sourcing

Journey with us—to trace Aveda's ingredients back to the farm or harvesting co-op. We call it Soil to BottleSM, and we do it to ensure fair compensation throughout the process.

Aveda develops close working partnerships with certain communities and/or suppliers and seeks to use them as our primary source for specific ingredients. We frequently reference these relationships in our promotional materials. However, sometimes due to conditions beyond our control (e.g., drought, pests, and capacity limitations) these communities and/or suppliers are unable to meet our needs for an ingredient, including being unable to supply some or all of it. When such situations occur, Aveda uses additional suppliers to provide high-quality alternative sources until we are able to resume sourcing from the primary supplier.

cistus from spain

Spanish cistus extract is essential to Aveda—like the people who harvest this certified organic plant. Our relationships with local Andalucian village inhabitants have helped create an earth-friendly cistus practice.
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argan fom morocco

Moroccan women are saving the argan tree from the encroaching desert. We help them determine their future, and protect the trees upon which they depend.
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get an organic boost from the
acacia tree

Sacred in ancient Mesopotamia, the acacia tree is a centuries-old source of nourishment and beauty. Our scientists discovered that that gum of the acacia tree is also a natural thickener, perfect for fine hair. Aveda purchases certified organic acacia gum to help thicken and volumize fine hair, and also support organic farming – which is better for the Earth, the farmers and all of us.

Protect Water

Earth Day lasts a month at Aveda, and it's a celebration. For over 10 years, our salons, spas, stores and Institutes have come together in April, raising money to protect our planet and its people.

visit the earth month page »

Animals and Aveda

We never have, and never will conduct animal testing on our products, and we tirelessly promote alternative methods to end all animal testing in the beauty industry.

learn more »

protect water

Ayurvedic Roots of Turmeric and Amla

Watch how our partnership with the Indian farm that supplies our organic turmeric is helping the Earth, 
the farmers-all of us.

be the change


purchase a limited edition light the way™ candle

100% of the £16 purchase price protects clean water around the world.


Earth month candle

take action at home

an outpouring of water tips
Small changes can make a big difference. Find a tip that works for you and start saving water today.

Save electricity—and water
It takes about 2 gallons of fresh water to generate each kilowatt-hour of traditional electricity. So turn it off if you′re not using it!

Prevent pollution
Buy organic produce—because runoff from traditional farms can pollute water. Also recycle electronics, appliances, fluorescent light bulbs, silver batteries and paint—to help keep pollutants out of the water supply.

Shower smart
Get wet, then turn off the water. Apply shampoo and give yourself a little scalp massage. Rinse and turn off the water again. Condition your hair and cleanse your skin. Rinse. Save 5—10 or more gallons of water a day!

Make meals meatless
Skip meat one day a week and save thousands of gallons of water! It takes up to 5,000 gallons of water to produce just one pound of meat.*

Compost to conserve
Compost fruit and vegetable peelings and waste instead of using the garbage disposal. You′ll save gallons of water each time!

Brush better
Turn the water off when brushing your teeth. Save 4—10 gallons a day!

Fill up to cut down
Fill your washing machine and dishwasher before running them—to cut energy and water use. You can save even more by air-drying your clothes on a clothesline.


take action at home
Earth Month 2015


in honour of Earth Day, Aveda has set aside a whole month to love, celebrate and raise funds to protect the earth and its peoples. We've raised more than £19 million since 1999. Over the last 7 years, £15 million of the funds supported clean water projects at home and around the world. Please join us in reaching our goal of £4 million for this year.

Our global Earth Month partner, Global Greengrants Fund has been able to make 1,125 grants in 67 countries thanks to your Light The Way™ candle purchases, which exceeded £4.6 million. Here is just a sampling of what that makes possible:

  • 425 community projects to fight toxic pollution
  • 520 projects helping communities to advocate for safe and affordable drinking water
  • 770 watersheds, such as lakes, wetlands, and rivers, protected
  • 1,070 communities addressing climate change, which contributes to water shortages and scarcity across the globe
  • 22,725 women engaged in working towards clean water for their communities
  • 57,850 people benefitting from wells and water infrastructure
  • 75,250 acres devoted to sustainable agriculture
  • 660,000 lives impacted by water related projects