Each year about 5.5bn plastic bottles are sent to landfill. And while 90% of kitchen packaging is put into recycling, we recycle only about half of our bathroom packaging, which includes shampoo and conditioner bottles.
Some brands are proactive both in tackling this and addressing their own wasteful practices. Aveda arguably represents the gold standard when it comes to haircare and beauty brand sustainability. It was the first beauty company to use 100% recycled plastic, and more than 85% of its bottles and jars are made entirely from post-consumer recycled materials (soon, all of them will be, and it’s investing heavily in plastic alternatives). The products themselves are made using 100% solar and wind power, and most of their manufacturing waste is recycled or reused. Nothing in Aveda’s haircare line contains sulphates, parabens, mineral oil, paraffin, formaldehyde and heaps of other things I don’t have space to list. Starting next month, all Aveda’s haircare will be vegan (though naturally, everything this week is cruelty free and not sold in mainland China where animal testing is currently mandatory).
To celebrate brand’s commitment, we in turn are highlighting their best three products that best embody Aveda’s identity. Looking good never felt this good.
Cherry Almond Softening Conditioner
Naturally derived cherry blossom extract, almond oil and certified organic shea butter deeply condition restoring softness and shine—with superior slip and effortless detangling—leaving hair feeling touchably soft and full of weightless bounce.
Aveda’s own pure-fume™ aroma with 38 flower and plant essences including tonka bean, certified organic orange and ylang ylang.
Color Conserve™ Shampoo
Gentle, plant-infused shampoo helps protect color by preventing fading.*
Aveda’s own pure-fume™ aroma with certified organic lavender, geranium, grapefruit and other pure flower and plant essences.
Shampure™ Nurturing Shampoo
Gently cleanses and provides weightless, long-lasting nourishment while infusing hair with our signature calming aroma with 25 pure flower and plant essences.
Calming shampure™ aroma with 25 pure flower and plant essences – including certified organic lavender, petitgrain and ylang ylang.
Aveda is located on the lower level, JC Penny wing.