Aveda, the high-performance hair care brand with a mission to care for the world, announces its revolutionary new collection that transforms hair using bond-building plant repair technology that instantly strengthens and repairs hair from the inside out.

Aveda’s new botanical repair™ collection of retail and professional products were developed in Aveda's botanical research laboratory, leveraging the brand’s expertise in plant-powered hair care.

Aveda’s chemists searched the globe for efficacious plant technologies that could provide powerful deep repair for damaged hair. This team of experts identified a multi-pronged approach, creating three different technologies that work synergistically to treat the three key layers of hair for deep repair from the inside out.

Camille Sasik PhD, Aveda’s Director of Hair Care Research and Development said, “Damage repair is an extremely sought-after benefit for our guests, and our team is always researching and studying new technologies and natural ingredients to address this need. Botanical repair™ took us 6 years to develop because we were so committed to delivering the strongest-possible benefit using ingredients from nature. The result is a 93% naturally derived2 collection with powerful plant technologies such as sacha inchi, avocado and green tea. Plus, botanical repair™ leverages a molecular plant technology to build bonds at the core.”

Botanical repair™ was formulated for those with all hair types and textures looking to repair or strengthen their hair. It also is safe for color treated and chemically processed hair.

Environmental Standards

The botanical repair™ collection is 93% naturally derived2, silicone-free, sulfate cleanser-free and vegan; and like all Aveda products, is cruelty free and manufactured with 100% wind power through renewable energy and carbon offsets.

Instead of using silicones, botanical repair™, where relevant, is formulated with a patent-pending silicone-free technology that mimics the conditioning performance of silicones using naturally derived ingredients, including candelilla wax and olive-derived conditioners. Aveda’s R&D Chemists worked through countless combinations before discovering this unique, proprietary blend.

Botanical repair™ features a naturally derived fresh, light floral, herbal aroma containing certified organic ylang- ylang, rose and marjoram essential oils, leaves hair smelling as indulgent as it looks and feels.

Botanical repair™ bottles, jars and their respective caps are made with 100% post-consumer recycled packaging, eliminating use of virgin petrochemical plastics in these forms. Botanical repair™ tubes are made with a minimum of 59% post-consumer recycled materials and up to 41% bioplastic, and their respective caps are made with minimum 60% post-consumer recycled materials. Additionally, Aveda is introducing a new 350ml mono-material tube with 65% post-consumer recycled content, which is the highest possible to date.

The botanical repair™ professional collection includes:

• botanical repair™ professional equalizing primer: Conditions, treats and evens out porosity, priming hair for a color service5. 97% naturally derived

• botanical repair™ professional strengthening additive: Contains bond strengthening technology to help strengthen hair4. 93% naturally derived

• botanical repair™ professional bond activator - light: Strengthens and multiplies bonds for deep intensive repair with plant-powered 3-layer hair repair technologies4. 97% naturally derived

• botanical repair™ professional bond activator - rich: Strengthens and multiplies bonds for deep intensive repair with plant-powered 3-layer hair repair technologies. Contains 5X the blend of butters and oils than the light bond activator4. 97% naturally derived