Aveda’s Global Creative Director Antoinette Beenders and her team returned to the company’s roots to draw inspiration for the Heart Lands collection from the rural landscape of Minnesota.  The company was founded in 1978 in Minneapolis. The location of a rustic, yet modern, working farm reflected the dedication to nature and a sustainable environment that defines the Aveda brand and resonates through the Aveda team’s  Autumn 2013 hair and makeup collection.