Aveda is now vegan. The popular cruelty-free beauty brand ditched honey, beeswax, and other animal-derived ingredients earlier this year.
The move is significant for the beauty industry. Aveda is one of the world’s leading hair and skincare brands. Founded in 1978, millions of consumers around the globe use Aveda, as well as more than 9,000 salons and spas.
While the company has always prided itself on being largely vegan, until now, some of its range has included animal products. But that all changed this January.
After the mass reformulation of more than 500 products, which was six years in the making, Aveda can now proudly state that it’s 100 percent vegan.
The brand is also certified as cruelty-free by PETA. It’s important to note that its parent company Estée Lauder Companies is not. This is because some countries where it sells its other brand’s products require animal tests by law.
‘A Continuous Commitment to Sustainability‘
During the ingredient reformulation process, Aveda reviewed more than 900 ingredients to ensure they were 100 percent animal-free.
Instead of beeswax, the brand will now use a “unique blend of plant-based butter and waxes.”
Christine Hall, Aveda’s Vice President of Research and Development, said in a statement: “Removing beeswax was one of the biggest challenges for Aveda formulators because it helps to create texture, structure, color payoff, and smoothness.”
The new blend, however, is an effective replacement. Hall explained that it is “strong enough for application, but also feels good on your lips.”
On top of its new vegan status, Aveda is also striving to become carbon negative by 2024. It has also appointed model and climate activist Arizona Muse as a sustainability ambassador.
“[It’s] a really exciting moment for our brand as we share with the world our continuous commitment to sustainability,” said Barbara De Laere, Aveda’s global brand president.
She added: “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. [She is] an authentic ambassador who is both a pioneer and a force for change.”