At Aveda, we continually seek to increase the use of naturally-derived ingredients in our products. ‘Naturally Derived’ means an ingredient meets a number of criteria, including:

Derived from a plant, non-petroleum mineral, inorganic or other natural source (e.g., water); and more than 50% of the molecular weight comes from those natural sources; and other criteria must be met for suitability of use (for example, we avoid certain types of processing)

Aveda looks at our products’ environmental impact, and takes the following into consideration when formulating:

• The raw materials for ingredients used in our products (for example, we do not use plant species we determine are endangered)
• The impact on the communities and their ecosystems which provide the raw materials
• The processing of raw materials into the ingredients for our products

First beauty company manufacturing with 100% certified wind power.*

Our funding of new wind energy sources generates enough wind energy to offset 100% of the electricity used by our primary manufacturing, distribution and headquarters facility in Minnesota, USA. **

By committing to alternative energy sources like Windsource® we can all have an impact on the energy we consume and help lower our carbon footprint. Wind energy is produced without air emissions like carbon dioxide and sulfur dioxide, uses no water and requires no water treatment during production.

Aveda purchases Windsource from Xcel Energy - wind-generated electricity equal to the amount used in our normal course of doing business. Our Windsource purchases increases the amount of wind energy available to the entire power grid from which we draw our electricity. This energy is generated on and purchased from nineteen wind farms in Minnesota.

In order to be Beauty, it also needs to be Good. Beauty is the result, but also the process followed in pursuing that result.
-Dominique Conseil, President

Our stance on animal welfare is one of Aveda’s founding principles: We do not conduct animal testing, and do not ask others to do so on our behalf, except if required by law. While we are continually developing new products, our product safety testing relies on the use of volunteer humans as well as numerous scientific databases.

What We’ve Done
Our commitment to the end of animal testing is wholehearted and without exception. In 1989, Aveda was the first company to endorse and sign the CERES Principles (Coalition for Environmentally Responsible Economies), which encourages higher corporate standards for corporate environmental performance and disclosure. One of our most prized accolades is our 2004 PETA (People for the Ethical Treatment of Animals) Proggy Award for Progress as the Best Cruelty-Free Personal Care Products.