Evolution in our mission of care for the Earth and all its inhabitants. When Horst Rechelbacher founded Aveda in 1978, he established a powerful mission: Care for the Earth and those who live in it. This—among many things is why we have always been opposed to animal testing. Nearly 45 years later, we’re expanding our commitment to animal welfare by attaining Leaping Bunny Approval, the gold standard of approval via Cruelty Free International. A legacy of caring for the earth and its inhabitants Protecting our planet and its inhabitants is central to our wide-ranging care mission. To live out our mission with integrity, we’ve established priorities in 6 distinctive areas:– Safe beauty, Carefully sourced.– Responsible packaging.– Planet-conscious manufacturing.– Helping to provide clean water to people in need globally and protect clean water locally.– Producing vegan formulas. Although we’ve been opposed to animal testing since since 1978, we’re always seeking ways to improve. In 2020, we made the critical decision to become 100% vegan, thereby removing all animal products and by-products from our formulas. Now and forever, all of our formulas are free of ingredients like beeswax and honey, relying instead on high-performing, alternatives. Today, we’re thrilled to announce we’ve achieved […] Read More