To kick off 2021, Aveda recommitted to sustainability by announcing that all its beauty products are now 100% vegan. And now the brand has announced its first-ever global ambassador – model and climate activist Arizona Muse.

Muse devoted herself to the cause of environmental sustainability in 2016 after realizing that, as a model, she didn’t know where the clothes she was wearing and helping to sell came from. Since then, she has delved deep into self-education about the climate crisis we face, and recently started applying this knowledge as a sustainability consultant, helping fashion brands transition into a regenerative future. Muse also regularly sits on industry panels and at roundtable discussions, aiming to help solve fashion’s pollution and justice problems. As a stalwart of the industry, she acts as a bridge between the worlds of fashion and environmental activism, using her platform to educate, engage and act for change.

Aveda has been a pioneer in sustainability since it was founded in 1978. The company has pursued several environmental initiatives including signing the Ceres Principles in 1989; holding Earth Day fundraising events since the early 1990’s and even starting a petition to urge world leaders to take action on climate change at the Paris Climate Agreement in 2015. The brand’s partnership with Arizona is uncanny; not only has she been using Aveda products since childhood, but she also shares many of the brand’s core values around environmental responsibility and giving back. Together, they will work toward a goal of impacting the world but limiting their impact on the planet.

Arizona Muse said, “Aveda is a company that I have long admired for creating the most beautiful products that work for my hair, smell amazing and are also responsibly manufactured. I believe wholeheartedly that you don’t have to compromise luxury or performance for planet-friendly products, and Aveda delivers on that. Being named their Global Advocate for Sustainability is such an honor for me and I am proud to be working with a brand that shares my values. I also love changing my hair, and look forward to debuting a few new looks throughout our partnership!”

As part of her role with Aveda, Arizona will educate around sustainable choices that individuals can make to help foster change; lead conversations with other thought leaders that are passionate about climate change and share sustainability news on behalf of the Aveda brand. Aveda Global Brand

President Barbara De Laere said, “Our partnership with Arizona Muse is such a natural fit. She is a true pioneer in the fashion industry and has become a real force for change - her name is almost synonymous with environmental responsibility now. We are so proud to have her representing our beautiful brand as our first Global Advocate for Sustainability.”

To learn more about Aveda’s sustainability initiatives, please visit Aveda.com/sustainablefuture.