Beauty is as Beauty Does By Katy Fontaine & Ashley Emerson As one of the world’s leading beauty companies, Aveda was created on the belief that being beautiful is not one single characteristic. Being beautiful embodies a way of life, from the way one carries his or herself, to the way a person treats other people, and their impact on the people around them. And of course being beautiful also includes an outward appearance. Aveda has created a truly beautiful company by not only caring for the outward appearance of people, but by giving back to impoverished communities and creating environmentally sustainable products. The standards of the beauty industry have been forever raised by Aveda’s achievements in creating natural, environmentally friendly products. Aveda uses the uruku seed, grown in the Brazilian rainforest by the Yawamawa tribe, as the foundation for red pigment in our makeup and hair color. The impact from the purchase of the seed has given this community the ability to feed its people, educate their children, and bring in a dependable source of income. Aveda has also paired up with a women’s community in Maranhao, Brazil to source organic babassu oil. Aveda uses the oil in the Color Conserve Strengthening Treatment to illuminate color and shine. Certified organic argan oil, used in our Green Science skin care system, comes from a women’s cooperative network in Morocco. In addition it is used in Pure Abundance shampoo, damage Remedy Shampoo and Sun Care Cleanser. A partnership with an indigenous tribe from the Madre de bios rainforest of Peru is the source of mariku protein used in Aveda’s top-selling Shampure product system. Similarly, Aveda purchases organic rose geranium to use in the Outer Peace Face Wash and Color Conserve Strengthening Treatment from thirty local farms in South Africa. The sandalwood that is used in Purefume and damage Remedy is sourced from Western Australian indigenous communities. These are only a few examples of how Aveda has worked with communities around the world to become a leader in global sustainability. The use of these important ingredients in the Aveda systems is proof that a product can not only promote beauty, but can embody beauty.

Tagged as: Aveda beauty school, aveda leadership, environmental consciousness, natural beauty school education