Aveda's Sustainability Policy

1. Mission
Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.

2. Environmental Sustainability Vision
Aveda believes there is no responsible alternative to doing business other than through environmental sustainability. At Aveda, we also believe that profit and environmental responsibility will increasingly work together as more industries find out that "nature works" for both sustainability and the bottom-line.

At Aveda, we see the sustainability challenge as one of protecting biodiversity. We believe that the following issues are the main threats to biodiversity:

Global climate change
Water and air pollution
Loss of species and habitat destruction
Toxins in the environment
Waste generation
Press Releases
Corporate Responsibility Awards
Ethical Sourcing
Online Petition
Press Releases
Corporate Responsibility Awards
Ethical Sourcing
Online Petition

3. Principles of Action
Its mission positions Aveda as a catalyst for awareness and change at individual and collective levels. We support values that cultivate a sustainable economy and culture. We find inspiration for doing so in nature and believe that nature is not merely something to be cherished and protected, but also should be emulated as a model of sustainability.

At Aveda, we commit to continuous improvement along ten principles of action that stem from our original endorsement of the Valdez Principles (later to become the CERES Principles) in 1989:

Protection of the Biosphere
Sustainable Use of Natural Resources
Reduction of Waste
Energy Conservation
Risk Reduction
Safe Products and Services
Environmental Restoration
Informing the Public
Management Commitment
Assessment and Reporting

Our mission commits us to environmental leadership, therefore Aveda informs the public by publishing CERES annual reports in which we share our goals, achievements, shortcomings, and projects for further improvement. This sincere commitment for continuous and reported improvement is the way Aveda can inspire others.

4. Values and Systems
The size of Aveda and the number of its employees calls for environmental management systems and procedures. However, these should never replace individual responsibility, which is core to Aveda's culture.

Our employees, distributors, affiliates, and suppliers are encouraged to carry out Aveda's commitment at their individual level through:

  • environmentally preferable business operations and on-site daily life; innovative research and development processes that promote the use of environmentally preferable raw materials, components, and other natural resource inputs.
  • education and outreach programs that raise awareness about and offer solutions to environmental challenges.
  • community service and philanthropy that supports Aveda's commitment to a sustainable planet and the protection of biodiversity.

We are committed to working for these ends by expressing our values and serving as change agents in our workplaces, with our families and friends, and in our communities. We believe that the microscopic actions of single individuals have the power to change the course of human civilization.

Each Aveda employee will practice an individual commitment to sustainability and environmental responsibility in the workplace. We aim to help steer society in a more sustainable direction for our benefit and the benefit of generations to come.

—Dominique Conseil President, Aveda Corporation
—Horst Rechelbacher Founder