Holistic and natural beauty has entered the forefront of my mind only over the last few years, so I was surprised to learn that the pioneers at Aveda had been on the case since the seventies. Stemming from ancient Ayurvedic traditions, Aveda is a groundbreaking brand which has natural beauty at the heart.
To celebrate the exciting launch of Aveda on Adore Beauty, I’m taking a look back at their Ayurvedic roots and how they’ve installed them into their products.
What is Ayurveda?
Ayurveda is an Indian healing tradition, which dates back 5000 years, and is the belief that treating your whole body including your mind and emotions is the best way to live a balanced and wholesome life. A nourishing diet, a restful routine, an exercise plan and living in tune with nature and your mind are all key parts of Ayurvedic treatments.
Who are Aveda?
Aveda were founded in 1978 by holistic pioneer Horst Rechelbacher. Horst started his career as a world-class hair stylist with a successful salon in Minnesota. His mother was a herbalist who treated him when he was overworked with herbal remedies, yoga and meditation. In 1970, Horst went to an Indian retreat where he began to integrate Ayurveda into both his life and business. It was here where developed his first shampoo alongside Ayurvedic doctors.
Aveda products were originally designed for beauty professionals. They aimed to develop botanical products which were good for them, their guests, the Earth and its communities. Over the years they have expanded their range whilst maintaining their Ayurvedic and holistic approach.
Which products are best for me?
While Aveda specialises in haircare, they also offer a range of advanced skincare formulated with plant-based ingredients.
To treat damaged hair: Try the Damage Remedy Collection
To volumise thinning hair: Try the Invati Collection
To smooth frizzy hair: Try the Smooth Infusion Collection
To hydrate dry skin:
To balance oily skin:
To treat blemish-prone skin:
How do Aveda incorporate Ayurvedic traditions?
Aveda live and breath Ayurvedic beliefs and traditions, as not only are their products natural but they give back to the community in a kind and loving way. Here are just some of the ways that Aveda do this:
Aveda have been a cruelty-free brand since they were founded in 1978. They have never tested on animals and most of their products contain no animal-derived ingredients. A small amount contains ingredients such as beeswax, honey and whey-based protein but all of these are ethically sourced. Aveda are very active in the animal rights community, such as when they sent over 500,000 signatures for the Endangered Species Act.
Breast cancer research
Every year Aveda works alongside The Breast Cancer Research Foundation for Breast Cancer Awareness Month to raise money through limited edition products. This money is used to explore the causes of cancer and potential treatments.
Aveda supports communities such as the Yawanawa in Brazil which provide annatto pigment used in Aveda products. The pigment could be sourced cheaper elsewhere, however, Aveda chooses to work with this community to support and protect their indigenous cultures and learn from their intimate knowledge of botanicals. They also support Nepal by purchasing their handcrafted paper for Aveda packaging. After an earthquake in 2015, many left the community however 4900 papermakers were able to stay and rebuild the local area.
Aveda’s products are formulated without parabens and SLSs and instead use natural and botanical ingredients. Lots of their key ingredients are popular Ayurvedic treatments such as turmeric, babassu nuts, sandalwood, rose and lavender. Aveda reaches out to communities to source these high-quality ingredients, maintaining close relationships with the growers.
Horst Rechelbacher was a champion of environmental responsibility and instilled an environmentally sustainable business model into Aveda. Aveda were the first beauty company to manufacture their products with 100% wind energy.
Aveda aren’t just about your average beauty company. Instead, they’re a brand which supports your well-being and the environment, all whilst giving you great hair and skin!