About Aveda

aveda’s mission

Since 1978, Aveda has evolved into a global pioneer of naturally sourced beauty products, treatments, salons and spas, always guided by founder Horst Rechelbacher’s guiding vision: “Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society.

At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.” Horst’s legacy 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 towards balance and harmony, both individual and collective.


the aveda way

An important part of Aveda’s mission is to care for the world we live in and the people we live with. That guiding philosophy informs Aveda’s ethics and business practices at every level. That is why Aveda is a cruelty-free brand. It is why Aveda does not test any of its products on animals. It is why Aveda’s products employ naturally derived ingredients whenever possible. And it is why Aveda has been dedicated to environmental stewardship long before many knew what the term even meant.

Aveda believes that nature is the best beauty artist of all. It drives the company to consistently innovate, to always be ecologically minded in how it conducts business and celebrate being a company with a conscience.