Aveda doubles down on sustainability commitment: Arizona Muse announced as global brand advocate; 100% vegan

Global beauty company strengthens more than 40 years of commitment to environmental leadership and responsibility

Aveda, a high-performance plant-based hair care brand with a mission to care, has released a dual sustainability statement, further solidifying its position as a leader in sustainability and environmental advocacy: The brand has namedModel climate activist Arizona Muse )As its first global sustainability advocate, announced todayThe brand is 100% Vegan now and forever.

Removing beeswax is one of the biggest challenges for Aveda formulators as it helps create texture, structure, color payoff and smoothness

As a pioneer in cruelty-free beauty and environmental responsibility, the brand sets sustainability milestones that will help further reduce its annual impact on the planet. It’s fitting that Aveda’s first global brand ambassador will focus on championing sustainability: In this newly created role,Arizona to join Aveda in supporting brand's sustainability initiatives, educate around the conscious choices individuals can make to help promote environmental change; engage in conversations with other thought leaders and share sustainability news on behalf of the Aveda brand, includingTransition to the 100% vegan formula by removing all beeswax and beeswax-derived ingredients from the product.

Aveda Global Brand President Barbara De Laere"Today is a very exciting time for our brand as we share our ongoing commitment to sustainability with the world," said Aveda, a global brand founded by a world-class hairstylist, environmentalist and activist. Founded by a man who believes you don't have to sacrifice high performance for vegan, sustainable ingredients, and you shouldn't have to decide between creating beautiful products or being more environmentally and socially responsible. Our announcement today is in line with our mission. Continuation: We are excited to now further reduce our impact on the planet by offering 100% vegan products and partnering with Arizona Muse, a true ambassador who is both a pioneer and a force for change.”

The sustainable development of the brand

Arizona Muse is a world-renowned fashion model and climate activist who has endorsed some of the most acclaimed brands in the world. She became involved in environmental sustainability in 2016 after realizing that, as a model, she had no idea where the clothes she wore and helped sell came from.

Since then, she has deeply educated herself on the climate crisis we face, learning everything she can and recently began applying this knowledge as a sustainability consultant. A staunch supporter of the industry, she serves as a bridge between the fashion and environmental activist communities, using her platform to educate, engage and take action to effect change.

Aveda’s partnership with Arizona is incredible. Not only has she grown up using Aveda products, but she also identifies with many of the brand's core values around environmental responsibility and giving back to the community. They will work together to achieve their goals of impacting the world but limiting their impact on the planet.

Arizona Muse"Aveda is a company I have long admired because it creates the most beautiful products that suit my hair, smell amazing, and are made responsibly. I believe wholeheartedly that you don't have to Sacrificing luxury or performance for eco-friendly products, and Aveda does just that. It's an honor for me to be named a Global Sustainability Champion, and I'm proud to work with a brand that shares my values. I also love changing my hairstyle and look forward to introducing some new looks during our collaboration!”

Transition to a vegetarian diet

Vegan products are defined asDoes not contain any animals or animal-derived ingredientsproduct. AvedaSince its founding in 1978We have always been cruelty-free and most of our products are vegan, except for a few products that contain honey, beeswax and beeswax-derived ingredients. Removing them is not an easy task.

"Beeswax removal is one of the biggest challenges for Aveda formulators as it helps create texture, structure, color payoff and smoothness,"explains Christine Hall, Vice President of Research and Development at Aveda."A common alternative to beeswax in lip products is synthetic beeswax, which is a wax derived from petroleum. But at Aveda, because we are committed to maximizing the use of natural ingredients, we chose to create a unique plant-based butter and wax blend that is strong enough to apply and feel good on the lips.

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To learn more about Aveda’s vegan products and sustainability initiatives, visitaveda.com/sustainablefuture.