Bulletins
Aveda Receives First-Ever C2C Environmental Endorsement
Aveda has become the first beauty brand in the world to receive a Cradle to Cracle (C2C) sustainability endorsement for its environmentally-minded products and packaging. The certification was awarded by McDonough Braungart Design Chemistry (MBDC) and the Hamburg, Germany-based Environmental Protection and Encouragement Agency (EPEA)—two global leaders in sustainability certification, said Aveda.
As only the 2nd U.S. company in any industry to receive C2C recognition, Aveda earned Silver C2C designation for its packaging and Gold C2C designation for seven products, including: Smooth Infusion Shampoo, Smooth Infusion Conditioner, Dry Remedy Moisturizing Shampoo, Dry Remedy Moisturizing Conditioner, Aveda Men Pure-Formance Shampoo, Aveda Men Pure-Formance Conditioner and Green Science Firming Face Creme.
“We can change the world by changing the way the world does business,” stated Aveda president Dominique Conseil, who noted that the company is currently the largest buyer of green energy in Minnesota and the 32nd largest buyer of green energy in all of the United States.
Since its founding in 1978, Aveda has pioneered the use of wind energy, recyclable packaging and organic agriculture. And its environmental mission has resonated with consumers, Mr. Conseil noted: the company’s sales have risen five times in the last 10 years.