Founded in 1978 in Minneapolis, Minnesota, Aveda creates high-performance, plant-based products for beauty professionals and consumers. Aveda innovates by combining the principles of modern science and Ayurveda, the ancient healing art of India, to develop performance-driven hair, skin and body products. Made with pure flower and plant essences, products are created with respect for the Earth, alongside a comprehensive menu of ritual-based treatments for holistic beauty.
What education does Aveda provide?
Aveda Education provides regional education, in-salon education, advanced academy courses and business courses. In-salon education brings inspiration to your salon or spa and offers a wide variety of courses covering the latest trends and techniques in hair, spa and makeup. Led by trend-setting Aveda educators, editorial stylists, guest artists and salon owners, Aveda Advanced Academy courses provide advanced training for hairstylists, colorists and makeup artists. Aveda Business College courses provide advanced training for salon/spa owners and managers led by successful salon/spa owners who teach how to manage, lead and drive business based on their perspectives and experiences.
What resources does Aveda provide?
High-performance, botanically based products; responsible packaging; ecological and culturally diverse sourcing; exclusive retail and professional products; selective and limited distribution; zero tolerance for product diversion; potential co-branded support; design and construction resources; location and demographic research; on-site technical support; in-salon coach program; recruit talent from more than 7,000 Aveda graduates each year.
What is Aveda’s research and product development background?
Our goal is to ensure our products will beneﬁt clients through exceptional performance while delivering the promise of environmental and social responsibility. Aveda’s products are formulated without parabens, phthalates or sodium lauryl sulfate. We believe in using what we call “green ingredients” in products whenever possible. The deﬁnition of a green ingredient requires that it meet at least one of the following criteria:
- Naturally derived, or more than 50 percent of the molecule comes from a plant, non-petroleum mineral, water, or some other natural source
- Certified organic
- Sourced from sustainable or renewable plant-based origins and does not negatively impact the ecosystems from which they are sourced
What charitable efforts is Aveda involved in?
We have long been committed to protecting clean water and ensuring safe access to it. Two villages near the organic farm that supplies organic turmeric to Aveda experienced water shortages and contamination during the summer seasons. This led the brand to partner with Global Greengrants Fund to help the communities address their water problems. In the dry season, the women of the villages used to spend three hours every morning and three hours every evening carrying water from a kilometer away. They now have six more hours in their days to help their children with schoolwork and to plant gardens to raise vegetables for their families.Aveda Global Creative Director Antoinette Beenders.
Advanced Academies: New York, Minneapolis, Toronto, Berlin, Vancouver, London
Brand Educators: Aveda Global Artistic Team: Antoinette Beenders, global creative director; Ian Michael Black, artistic director, haircolor; Ricardo Dinis, artistic director, hair cutting; Janell Geason, artistic director, makeup; Allen Ruiz, artistic director, hair styling; Tippi Shorter, artistic director, textured hair; Bea Watson, global educator, hair styling.
Products: Invati is a system of 97-percent naturally derived products that reduces hair loss by 33 percent. Invati is powered by Densiplex, a complex of Ayurvedic herbs, which helps energize and rehabilitate the scalp around the follicles when massaged in. Invati includes a daily regimen that includes Exfoliating Shampoo, Thickening Conditioner and Scalp Revitalizer designed for guests experiencing signs of hair and scalp aging such as thinning, loss of volume, lack of density, or a tighter or drier scalp.