The Aveda Concept



Our vision is to connect beauty, environment and well-being.


Our mission at Aveda is to care for the world we live in. Because of this, the products we make and the ways we give back to society set an example. This example is for environmental leadership and responsibility, not just in the world of beauty but around the world.


  1. Treat ourselves, each other, and the planet with care and respect
  2. Our belief is that social responsibility is our responsibility
  3. Environmental and profit goals are mutually achievable
  4. Our authenticity and experience are our points of difference
  5. Inspire and educate people to integrate wellness and beauty in their lives
  6. We believe in the power of oneness: from our global image to a focused network
  7. Learning never ends
  8. We encourage innovation and empowered decision-making
  9. Our actions, products and services should always embody excellence
  10. Personal and organizational balance is the key to sustainable success
  11. True leadership is delivered with passion and by example

These beliefs, and our earliest Ayurvedic roots of the Indian healing tradition, teach that treating the whole person leads to greater balance and well-being. Therefore, we consider the effects of our products on hair, skin, body, mind and emotion.

Acting Responsibly

There is no responsible alternative to doing business other than looking out for the Earth in which we live in. Therefore, this belief guides every decision we make. Because we find inspiration in nature, we believe that it is something to be protected. In addition, as more industries work together to protect the nature around us, more will see that it is better for business as a whole.


At Aveda, we have a Green Ingredient Promise. This means that we continually strive to increase our use of naturally derived ingredients. Because of this, we only use ingredients in which more than 50% of the molecule comes from a plant, non-petroleum mineral, or other natural source, like water. Also, we set other standards for use, like avoiding certain types of processing.