The trademark tag line of this pioneering botanical hair, makeup and skincare company is ‘The Art and Science of Pure Flower and Plant Essences.’ Aveda was founded in 1978 in Minneapolis by Austrian-born Horst Rechelbacher, who was inspired by what he saw during a visit to India of the tradition of Ayurvedic healing and medicine. Rechelbacher sold Aveda to Estée Lauder in 1997. He died in February, at age 72, of pancreatic cancer. Today, there are more than 8,000 Aveda salons in 35 countries.
Environmental responsibility and giving back are fundamental to Aveda’s DNA; the beauty company claims to be the first to manufacture from its primary facility using 100 percent wind power, and it has been a long-time leader in recycled and recyclable material for its packaging. Since 1999, Aveda’s annual Earth Month program has raised more than $32 million globally to help support environmental organizations. Of that, $26 million has been earmarked for water-related causes since 2007.
In love with the calming scent of Shampure, its iconic shampoo? (It was created in 1989 with a team including aromatherapists and perfumers using 25 flower and plant essences.)
Good news: Aveda has a new Shampure collection: Body Lotion, Hand and Body Wash, and Composition oil, all available at Aveda salons and online at aveda.ca
What’s new: Smooth Infusion Naturally Straight styling crème ‘progressively straightens curly hair with each use,’ according to the company. Use with a blow-dryer and/or flat iron for maximum sleek effect; or simply air-dry for gentle curl relaxation. ($32, 150 mL)