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The legacy of Horst Rechelbacher extends far beyond the creation of Aveda. a pioneer of holistic beauty, and a champion of environmental responsibility, Horst’s purpose and passion have taken on a momentum of their own as part of a greater global movement toward balance and harmony, both individual and collective. Born in Austria in 1941 to an herbalist mother and a shoemaker father, Horst began working in the salon across the street at the age of 14. “I was not a…

You notice it whenever you walk into an Aveda salon, spa or Experience Center: That “Aveda smell.” It’s one of the things you tell us you love most—and that sets us apart from other beauty brands. What you’re actually smelling when you’re smelling Aveda is pure flower and plant essences. There’s a lot that is involved in creating an Aveda pure-fume™, the art and science of pure flower and plant essences. First of all, we have an in-house Botanical Aroma…

We believe there is no responsible alternative to doing business other than through the pursuit of environmental sustainability and this belief guides every decision we make. we find inspiration for doing so in nature and believe that nature is not merely something to be cherished and protected, but also should be emulated as a model of sustainability. we also believe that profit and environmental responsibility will increasingly work together as more industries find out that “nature works” for both sustainability and the…

High-performance without compromise: At Aveda, we believe that you shouldn’t have to sacrifice efficacy when choosing vegan products. This forward-thinking philosophy helped to inform our 100% vegan pledge, driving innovation at all levels. Why vegan ingredients Vegan ingredients are ingredients that are not animal or animal-derived. Although we’ve been cruelty-free since our inception—and always “people-tested”—a limited number of Aveda products have historically contained honey and beeswax-derived ingredients. By formulating 100% vegan, we’ve taken a landmark step to fulfil our founding…

1) After shampooing and conditioning, towel dry hair and apply our volumizing tonic™ from roots to ends. 2) Divide a vertical section from your hair, from the top of your head. Make sure the section matches the width of a large velcro roller. 3) Starting at the ends, roll hair onto a velcro roller towards the scalp, making sure ends are neatly tucked in. Secure the roller with a clip if necessary. 4) Take another vertical section of hair at the top of your head, below…