Founded in 1978, Aveda has always been a cruelty free brand—meaning that neither the ingredients nor the brand’s finished products are tested on animals. Vegan is popular claim in today’s beauty marketplace and expects that no animal or animal-derived products are used in formulation. Aveda formulated with honey, beeswax, and beeswax-derived ingredients. And to become a fully vegan beauty brand, this had to change.
Christine Hall, Vice President of Research and Development at Aveda describes the task she and her team faced in this month’s media release about the brand’s new vegan designation saying, “removing beeswax was one of the biggest challenges for Aveda formulators because it helps to create texture, structure, color payoff, and smoothness.”
“One common alternative to beeswax for lip products specifically is synthetic beeswax, a wax that is petroleum derived,” she tells the press.
“But at Aveda, because we are committed to maximizing our use of naturally derived ingredients, we opted instead to create a unique blend of plant-based butters and waxes that are strong enough for application, but also feel good on your lips,” explains Hall.
Arizona Muse joins Aveda brand to educate consumers about beauty and sustainability
“We are thrilled that we can now further decrease our impact on the planet by offering 100% vegan products, and for our partnership with Arizona Muse, an authentic ambassador who is both a pioneer and a force for change,” says Barbara De Laere, Aveda Global Brand President.
Muse began her career as a fashion model, has since become a climate activist and works as a sustainability consultant in and beyond fashion. Now she is Aveda’s first global brand ambassador.
“Aveda is a company that I have long admired for creating the most beautiful products that work for my hair, smell amazing and are also responsibly manufactured,” she says in remarks included in the recent Aveda media release.
“I believe wholeheartedly,” continues Muse, “that you don’t have to compromise luxury or performance for planet-friendly products, and Aveda delivers on that. Being named their Global Advocate for Sustainability is such an honor for me and I am proud to be working with a brand that shares my values. I also love changing my hair; and look forward to debuting a few new looks throughout our partnership!”
De Laere adds that “today [January 4, 2021] marks a really exciting moment for our brand as we share with the world our continuous commitment to sustainability. Aveda was founded by a world class hairstylist, environmentalist and activist [Horst Rechelbacher] who strongly believed that you shouldn’t have to compromise high-performance for vegan, sustainable ingredients, or decide between creating beautiful products or being more environmentally and socially responsible.”
“Our announcements today,” she says, “are a continuation of our mission.”