Monday, February 15, 2010

Beauty is as Beauty Does

The Mid-Atlantic Green Wedding show is proud to be partnered with Aveda Institute as the sponsor of our Eco-Fashion Show. They will also be exhibiting at the show, so be sure to stop by and say hello!

All images, courtesy Aveda/Aveda Institutes

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 selfless 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

Aveda is the 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.

We are “Green-e Certified.”

Green-e is the nation's leading renewable energy certification program. Since 1997, the Green-e logo has helped consumers identify environmentally superior renewable offerings throughout North America. The Green-e Program certifies that the renewable energy we purchase meets the strict environmental and consumer protection standards established by the non-profit Center for Resource Solutions.

Aveda's approach to packaging

At Aveda we are mindful of the need to reduce our environmental footprint in every package we develop. We achieve this by minimizing our packaging, maximizing the use of post-consumer recycled materials, using materials that can be and are recyclable, and by designing our packaging so that the individual parts can be separated for recycling. We also work with suppliers who manufacture our packaging materials using renewable energy.
Aveda's guiding packaging principles include:

  • Considering the lifecycle analysis of packaging options
  • Reducing the size, weight and production processes of packaging
  • Offering packaging that can be recycled whenever possible
  • Using the most environmentally sound materials and as much Post-Consumer Recycled (PCR) content as commercially possible
  • Using renewable energy to manufacture and fill our packaging
  • Challenging our packaging partners to meet these standards as well


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
  • The impact of the finished products on the people and the environment

Aveda tries to ensure our products will not only benefit our customers through exceptional performance, but will positively impact the people and economies from which the product’s ingredients are sourced. Aveda firmly believes that we will succeed in this effort by striving to use what we call Green Ingredients in our products whenever possible.

“Green Ingredients” are one or more of the following:

  • Sourced from organic, sustainable or renewable plant-based origins
  • Represent ecological and cultural diversity by being sourced from different habitats all over the world
  • Provide fair compensation to suppliers
  • Do not negatively impact the ecosystems from which they are sourced
  • Are biodegradable
  • Involve environmentally responsible processing (for example, steam distillation rather than chemical extraction of essential oils)
  • Are animal friendly (Aveda does not conduct animal testing on its products or ask others to do so on our behalf except if required by law, and actively supports the development of alternative methods to animal testing)

To facilitate the choice of ingredients that meet these standards, Aveda is partnering with the EPEA, an environmental research institute located in Germany and led by Michael Braungart, co-author of “Cradle to Cradle” design principals for products. Aveda is constantly evolving our ingredient sourcing process to meet our goals, helping to continually move our business toward our vision. As we evolve, we continually measure our past accomplishments and plan for future improvements.

Aveda Green Ingredient philosophy in practice:

  • Since 2000, Aveda has substantially increased our purchases of organic raw herbal ingredients and organic essential oils from 20%-25% of total tonnage to 89-90% while also increasing our total tonnage significantly. The exact percentage varies slightly from year to year due to product mix and availability of certified ingredients.
  • Aveda has been phasing out parabens from its existing product formulas; as well as, developing new formulas without parabens, and now has more than 480 products formulated without parabens on the market.
  • Establishing the Soil to Bottle™ traceability, which allows Aveda to progressively document and expand the source of its ingredients while promoting quality through its supply chain.
  • Aveda established programs to promote sourcing GMO-free ingredients
  • Aveda is partnering with the EPEA Institute for ongoing evaluation of raw materials in Aveda products by application of the “Cradle to Cradle” design; to date EPEA has reviewed over 600 ingredients for Aveda.
  • Aveda is phasing out EDTA from its formulas and is in the process of replacing it with naturally-derived alternatives.
  • Aveda is the first beauty company manufacturing with 100% certified wind power at our primary manufacturing facility in Blaine, MN.*
  • Aveda pioneered the use of up to 100% postconsumer recycled content in its packaging.
  • Aveda pioneered the Aveda Caps Recycling Program
  • Aveda will continue to seek greener alternatives for certain ingredients in existing products applying EPEA Institute principles.
  • Aveda will continue to develop sustainable plant-based alternatives to replace petrochemicals
  • Aveda products are not formulated with Sodium Lauryl Sulfate.


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.


Aveda found that a majority of plastic bottle caps do not get recycled today. Often these caps end up as litter or trash and migrate into our rivers and oceans. Birds and other marine creatures mistake them for food with tragic results. The magnitude of this pollution problem is devastating to our oceans and wildlife.

What type of caps do we collect?
The program accepts caps that are rigid polypropylene plastic, sometimes noted with a 5 in the chasing arrows recycling symbol.

This includes caps that twist on with a threaded neck such as caps on shampoo, water, soda, milk and other beverage bottles, flip top caps on tubes and food product bottles (such as ketchup and mayonnaise), laundry detergents and some jar lids such as peanut butter.
Excluded from collection are pharmaceutical lids and non rigid lids such as yogurt lids, tub lids (margarine, cottage cheese), and screw on lids that are not rigid. Please do not include any metal lids or plastic pumps or sprayers. Unfortunately, too much of the wrong types of materials can contaminate the recycling process. We appreciate your efforts in keeping it clean! Caps are being collected on site at the Aveda Institute Washington, DC.


Couples can take our free online professionally developed consultation, and we will show them a customized regimen designed to achieve beautiful hair and skin for their special day!

You can book your appointment today, online!

Experience AVEDA salon and spa services provided by talented students about to enter the industry. We bring in the best and brightest students and train them using cutting- edge techniques and styles in areas of cosmetology and esthiology. With our licensed educators supervising services by the students on-site, you can feel comfortable that you are in great hands. Our goal is to exceed your expectations and leave you loving AVEDA as much as we do. Come experience the AVEDA difference today. It’s the luxury you deserve at a price you can afford.

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