Aveda, the plant-infused hair care brand, has announced that it is now 100% vegan as it has removed all beeswax and beeswax-derived ingredients from its products. The brand is also supporting Veganuary, a global movement for vegan choices. Besides this, Aveda has also named model and climate activist, Arizona Muse, as its first-ever Global Advocate for Sustainability.
Aveda innovates in botanical technologies, combining the principles of modern science and Ayurveda to develop performance-driven hair, skin and body products—made with pure flower and plant essences. Its products are available in India on various online platforms.
Vegan products are defined as those that are created without any animal or animal-derived ingredients. Aveda has been cruelty-free since the brand was founded in 1978 and was largely vegan with the exception of some products that contained honey, beeswax and beeswax-derived ingredients in a limited number of products.
“Removing beeswax was one of the biggest challenges for Aveda formulators because it helps to create texture, structure, color payoff, and smoothness,” explained Christine Hall, Aveda’s VP of Research and Development, in a company press release. “One common alternative to beeswax for lip products specifically is synthetic beeswax, a wax that is petroleum derived. But at Aveda, because we are committed to maximizing our use of naturally-derived ingredients, we opted instead to create a unique blend of plant-based butters and waxes that are strong enough for application, but also feel good on your lips.”
Aveda Global Brand President Barbara De Laere said, “Today marks a really exciting moment for our brand as we share with the world our continuous commitment to sustainability. Aveda was founded by a world class hairstylist, environmentalist and activist who strongly believed that you shouldn’t have to compromise high-performance for vegan, sustainable ingredients, or decide between creating beautiful products or being more environmentally and socially responsible. Our announcements today are a continuation of our mission: 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, an authentic ambassador who is both a pioneer and a force for change.”
A well-known name in cruelty-free beauty, Aveda sets sustainability milestones that will help to further help to decrease its impact on the planet every year. Now, Arizona will work alongside Aveda to champion the brand’s sustainability initiatives, educating around conscious choices that individuals can make to help foster environmental change; leading conversations with other thought leaders and sharing sustainability news on behalf of the Aveda brand, including its transition to 100% vegan formulations by removing all beeswax and beeswax-derived ingredients from its products.
Arizona Muse is a world-renowned fashion model and climate activist who has been the face of campaigns for some of the world’s most acclaimed brands. She devoted herself to the cause of environmental sustainability in 2016 after realizing that, as a model, she didn’t know where the clothes she was wearing and helping to sell came from.