Sure, drugstore shelves are now filled with green products. But before it was cool to be paraben-, petrochemical-, and sulfate-free, this 31-year-old company was giving us plant-based hair-, body-, and skin-care options. Today, Aveda’s still the gold standard: More than 90% of the essential oils and herbs in their offerings are certified organic, and their bottles and jars contain postconsumer recycled content.
Aveda’s latest innovations: the Enbrightenment skin-care range, which uses a botanical complex to target dark spots, and the Sun Care collection, which prevents and repairs hair damage caused by warm-weather environmental culprits (e.g., the sun, chlorine, saltwater). But Aveda doesn’t just stop there. From programs that support farming collectives in developing nations to factories that run 100% on wind power (a first for a cosmetic company), Aveda is as authentic as it gets.
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