Aveda Mission Statement Explained

The organic and natural cosmetics market is expected to grow to $33.04 billion by 2030, which makes it one of the fasts growing markets in the world.

Aveda and its parent company Estée Lauder are perfectly positioned to be the forerunners of the anticipated market expansion as they’ve been the industry leaders for the last few decades.


Profit has never been Aveda’s main priority, as its mission statement indicates:

‘Our mission 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.’ 

The company’s purpose isn’t just to generate profit but to create cosmetic products that benefit individuals and the entire society.

Name Aveda Corporation
Founded  1978
Headquarters Minneapolis, Minnesota, United States
Industry Cosmetics
Net worth  $1.2 million

Aveda Mission Statement – In-Depth Analysis

One of the world’s largest manufacturers of organic cosmetics products is the embodiment of Ayurvedic principles.

The company’s founder, Horst Rechelbacher, started the company after a visit to India, during which he first encountered Ayurveda. The practice’s reliance on herbs gave Rechelbacher the idea to create cosmetic products from Ayurvedic herbs.

Soon after returning to the United States and starting the company, Rechelbacher created a clove shampoo in collaboration with his Ayurveda tutors that became Aveda’s first product. In doing so, he set the course the company will follow until the present day.

Hence, Aveda’s purpose remains loyal to the principles upon which the company was founded on. The Aveda mission statement contains the following elements:

  • Cosmetic products made with naturally derived ingredients
  • Adhering to Ceres principles
  • A strong sense of social responsibility

The company also has a set of beliefs that reflect its views on education, dedication to high product quality, and the importance of leadership for all aspects of its operations.

Cosmetics Products Made With Naturally Derived Ingredients

Aveda’s product portfolio includes a broad spectrum of hair, skin, and body care products made from responsibly sourced ingredients.

The company’s ingredient glossary features hundreds of naturally derived herbs and oils. Moreover, none of Aveda’s products contains these ingredients:

  • Mineral oils
  • Benzene
  • Retinyl palmitate
  • Microcrystalline wax
  • Parabens
  • Synthetic fragrance

Aveda has been a strong opponent of animal testing practices since it was founded in 1978.

The company received the Cruelty-Free International Leaping Bunny Approval, which indicates its products aren’t tested on animals during the developmental and manufacturing stages.

Aveda pays a lot of attention to responsible ingredient sourcing and utilizes Blockchain technology to ensure each ingredient in its supply chain is acquired from renewable plant-based sources.

The Soil to Bottle traceability initiative aims to foster ingredient quality by documenting each step of their journey. Moreover, the company developed the Babassu Betaine technology in order to reduce its reliance on petrochemicals.

aveda cosmetics

Adhering to the Ceres Principles

The love and care for nature is the intrinsic element of the company’s mission.

The belief that ‘ecological and profit goals are mutually achievable’ underlines all company’s actions. Aveda was the first cosmetics company to endorse and embrace the Ceres Principles, which include sustainable use of natural resources, energy conservation, and the creation of safe products.

Aveda’s hair or skin products do not contain harmful substances, while its Pure-Fume fragrances are made from natural plant and flower extracts. Also, all company’s products are created with vegan formulas.

The Minnesota manufacturing facility is powered by wind energy, Aveda purchases from the Excel Energy company through the Windsource program.

Aveda’s approach to packaging involves the usage of post-consumer recycled materials and a reduction of the scope of packaging production. The company utilizes plant-derived bioplastic to create tubes for its moisturizing masks, conditioners, and other products.

Strong Sense of Social Responsibility

Creating products that contribute to the well-being of its users was and still is one of Aveda’s primary goals. The company’s sense of social responsibility goes beyond creating plant-based cosmetic products.

Aveda is working on raising awareness about the shortages of clean water communities in India, Nepal, and Madagascar are experiencing. The company raised nearly $70 million in the last twenty years for this cause and funded thousands of projects dedicated to equal distribution of clean water.

Its aim is to improve the health and living conditions of more than 770 million people worldwide who don’t have access to drinking water.

The education programs the company offers through the Aveda Institute and online courses can help young artists from diverse backgrounds launch their careers. Hence, its network of schools strengthens communities in the United States and Canada through the power of education.

Aveda Vision Statement

The company doesn’t have a vision statement. Instead, its present and future actions are guided by a set of beliefs. Here are some of Aveda’s core beliefs:

  • Treating ourselves, each other, and the planet with respect
  • Social responsibility is our responsibility
  • Our actions, products, and services should always embody excellence
  • Inspiring and educating people to integrate wellness and beauty in their lives
  • Learning never ends

The company’s plans for the future are based on these principles, and its key goals remain consistent with its mission to create sustainable cosmetic products.

So, it is safe to assume that Aveda intends to continue its efforts to source ingredients responsibly, invest in renewable energy and recycle the waste generated by its manufacturing processes.

Let’s go through the main areas Aveda will focus on in the future.

aveda for hair

Continuing to Build the Company on the Founder’s Principles

Even though Horst Rechelbacher sold his company to Estée Lauder in 1997, Aveda remains loyal to the Ayurvedic principles implemented by its founder.

Increasing interest in organic cosmetic products places the company at the helm of a booming industry that is expected to experience rapid growth by the end of this decade. Hence, a significant change in the company’s approach to its product creation process seems unrealistic.

Aveda will resume its efforts to develop makeup and other cosmetic products from Ayurvedic herbs while reducing its ecological footprint.

Providing Education Opportunities

The Aveda Institute has schools at 62 locations across the United States and Canada. Even though the company hasn’t announced plans to expand its school network overseas, Aveda intends to bring more learning opportunities to local communities at home.

Its scholarship programs support thousands of students yearly, helping them close the education gap and start successful careers. The company also has a network of more than 9,000 salons and spas that provide young professionals from different backgrounds with opportunities to hone their skills.

Achieving Carbon Neutrality

Relying entirely on renewable energy sources, utilizing post-consumer PET packaging, and reusing most of the waste created by its primary manufacturing facility is only a fraction of the company’s environmental responsibility plan.

Aveda’s shipping services are already carbon natural, and the company intends to reach carbon neutrality within its supply chain in the foreseeable future.

Its plans also include wind farm investments and partnerships with organizations such as Native Energy that are already working with companies like Ben & Jerry’s or eBay to reduce greenhouse emissions.

Serving Communities Worldwide

Currently, Aveda funds more than a hundred NGOs and initiatives trying to protect endangered plant species, combat breast cancer, and help communities around the world gain access to drinking water.

The company also donates funds to human rights organizations and initiatives that help communities affected by climate change.

Aveda will resume its partnership with Brazil’s Yawanawá community, which preserves 450,000 acres of Amazon rainforest, and the Kailash Satyarthi Children’s Foundation, which fights to eliminate child labor in India.

Aveda Core Values

The company’s culture is based upon sets of beliefs and values that each of its schools, salons, spas, or manufacturing facilities follows.

The idea of respecting nature and people is central to each of the company’s values and beliefs. All Aveda employees, students, and salon owners should use these principles as guidelines on how to approach their customers and the environment.

Aveda’s mission statement incorporates the following values:

  • Return to Nature
  • Be accountable
  • Prioritize people
  • Exercise transparency
  • Have fun

Here’s a quick overview of the company’s core values

aveda bundle

Return to Nature

All of Aveda’s actions, from the creation of plant-based cosmetic products to renewable energy investments and waste reduction initiatives, are guided by its respect for nature. Moreover, the company opposes animal testing and offers cruelty-free products.

Be Accountable

The company’s sense of responsibility drives all its efforts to support struggling communities and reflects its goal to give back more than it takes. Employees should hold themselves accountable for their actions and provide each customer with high-quality service.

Prioritize People

Aveda inspires its employees, students, and associates to be the best versions of themselves. The company’s culture celebrates diversity and inclusion as everyone is encouraged to express their opinions.

Exercise Transparency

The ingredient glossary and traceable ingredient sourcing policy are examples of the company’s commitment to transparency. Aveda’s schools also exercise transparency by making their curriculums available to the public.

Have Fun

The company celebrates the life and well-being of its customers through its products. It also encourages its employees and students to do what they love and to have fun doing it.

Key Takeaways

  • Aveda’s mission is rooted in Ayurvedic medicine
  • The company’s vision is to achieve 100% sustainability in all its activities
  • Aveda’s goal isn’t only to be the cosmetics industry leader but to be the driving force behind the environmental movement
  • Expanding its education programs and making its scholarships available to a broader range of students are some of the company’s key plans for the future

aveda repair

Frequently Asked Questions – Aveda Mission Statement

Question: What is Aveda’s Best-Selling Product?

Answer: Shampure Shampoo is the brand’s best-selling product, while the Be Curly Curl Enhancer is its second most sought-after product.

Question: Are Aveda’s Products 100% Natural?

Answer: Yes, all products are naturally derived, which means that more than 50% of the ingredient’s molecular weight is natural.

Question: How Long Can I Keep an Aveda Product Open?

Answer: You can use most Aveda products for up to two years after you open them.

Question: Do Aveda Shampure Shampoo and Shampure Conditioner Contain Silicone?

Answer: Both of these products contained silicon in the past, but Aveda replaced this synthetic ingredient with a natural silicon alternative.

Question: Where are Aveda Products Manufactured?

Answer: 86% of Aveda products are made at the manufacturing facility in Blain, Minnesota.

Other Companies with Similar Values

Like Elon Mask, Horst Rechelbacher was a visionary. He understood the importance of Ayurvedic medicine for the future of cosmetics and created one of the industry’s biggest brands.

Today, hundreds of brands are utilizing Ayurvedic herbs to make hair and skin care products. These brands have the same philosophy as Aveda, as they celebrate nature and care for the well-being of their customers. These beauty companies have similar core values as Aveda:

  • 100% Pure – Although it doesn’t use Ayurvedic herbs in its products, 100% Pure doesn’t test its products on animals and uses strict ingredient sourcing standards.
  • Ilia – The company positioned itself as an industry leader in little over a decade by offering sustainable makeup and skin care products made from natural ingredients.
  • Kosas – The brand is famous for its hypoallergenic and silicone-free products made with clean formulas. Its mission is to create makeup for ‘natural and transformative looks.’ 

aveda botanical kinetics

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