Who We Are:
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.

First Person
Ian Michael Black, Aveda’s global artistic director for haircolor, talks about educational opportunities and what inspires him.

Natural Shades
Aveda Full Spectrum haircolor is up to 99-percent naturally derived for amazing color guests can feel good about. Full Spectrum is developed at Aveda’s botanical laboratory on a 58-acre Certified Wildlife Habitat in Blaine, Minnesota, and manufactured with 100-percent wind power in its primary facility, a first for the beauty industry.

Full Spectrum cartons are also made from 100-percent recycled Forest Stewardship Council certified fiber, containing a minimum of 77-percent post-consumer recycled fiber. The 2.8-ounce tube caps are made from 100-percent recycled material, with a minimum of 85-percent post-consumer recycled resin.

Trend-Focused Culture
In the fall and spring every year, Aveda launches a new trend-based collection to create a fresh color story, which includes customized formulas and unique combinations of bases and tones. Beyond haircolor, Aveda also offers cut, style and makeup inspiration in these collections, which are designed to create a complete look. Colorists and guests can also explore looks and fi nd endless inspiration from the Aveda Instagram and Facebook communities through #AvedaColor. My Aveda Makeover also lets colorists help guests see

Formulation for Success
Aveda Full Spectrum Haircolor is a customizable, professional system consisting of Full Spectrum what a dramatic color change or a natural hue boost would look like through a virtual makeover program at aveda.com/myavedamakeover.

Protective Permanent Creme Haircolor, Full Spectrum Deposit-Only Haircolor and Full Spectrum Deep Extra Lift and Deposit Creme Haircolor, delivering beautiful, fade-resistant results and vibrant shine. Aveda Full Spectrum consists of an amazing array of Pure Tones and Natural Series Bases, Pure Pigments, Universal 0N and a gentle Extra Lifting Creme. These options can be combined or used alone to create perfectly personalized, luscious, lustrous, long-lasting color.