Curly hair is a taboo in many cultures for different reasons. This stigma can only be countered with more curly haired people coming to the media sphere and sharing their journeys, so that the negative perception of it can be reversed. It is no longer a burden that needs to be straightened, but rather taken care of with products and methods specifically catering to wavy and curly hair. And vegan, cruelty-free brand Aveda is leading the curly hair space!
Back to the roots
Founded by Horst Rechelbacher, an Austrian-born hairstylist, Aveda was one of the first companies to incorporate organic ingredients into its beauty products. It is a multi-faceted company started in the year 1978 with just some shampoos; and now, it boasts of a wide assortment of curly hair care, dry and oily scalp treatment products, hair styling products, skincare, lip care, vegan soy wax candles, and even teas! The range is unbelievable, and their quality makes it so much more exciting. One can easily take a test about their hair quality on Aveda’s website and buy the products recommended after the analysis, or, one can also browse through products on the basis of their needs. Be Curly, Be Curly Advanced, Botanical Repair, and Rosemary and Mint are some of the best loved ranges at Aveda.
Curly hair has been viewed in many different ways throughout history, frequently reflecting cultural values, religious beliefs, and societal conventions. It has meanings that are both desirable and unpleasant in various cultures. It’s crucial to remember, though, that prejudices and stereotypes, rather than any intrinsic flaws, are frequently the source of unfavourable opinions about curly hair. For anyone who has spent hours straightening their child’s curly hair, or taken some days out to permanently straighten their hair, Aveda is a blessing. It specifically caters to wavy and coiled hair, from type 2B to 4C, gently detangling, moisturising, and cleansing them. The Be Curly Advanced product line contains a vegan curl-strengthening peptide derived from hydrolysed pea and vegetable proteins which “fortifies naturally fragile curly, coily and wavy hair types”. Along with that, all Be Curly Advanced products barring the coil definer gel also contain Kokum seed butter that “deeply nourishes, conditions and provides slip and detangling to help reduce breakage of curls, coils and waves”.
We are the earth
A 100% vegan brand, Aveda takes its environmental responsibility to a higher level by dedicating an entire segment on the website to note the names of all the ingredients used in its products, alphabetically, with their usage as well as source! Not only is it vegan, it is also B Corp certified, and the first beauty company to use 100% post-consumer recycled PET in a product package. The Aveda team uses “as much recycled content/PCR as commercially possible without affecting the efficacy of the product”. Moreover, it is interesting to note that Aveda uses 100% renewable electricity fueled by the “3.6 acre, 1.52MW onsite solar array, plus wind power credits and offsets. “In 2007, we were the first beauty company to begin manufacturing with 100% wind power at its primary facility. Our primary manufacturing facility has also achieved Zero Industrial Waste to Landfill status,” the team informs.
Being an award winning hairstylist first and a businessman second, Rechelbacher has been driven to create more products to cater to a greater range of people while giving back to the planet. “We are the earth”, he believes. From his mother he has inherited an interest in botanical medicine, and as a student he excelled in art and natural studies. After spending some time in India, he gained more knowledge about the nature driven Ayurveda. Mingling with his aesthetic instinct, this knowledge has made Aveda a one-of-a-kind holistic brand. The founder still continues to follow and educate folks about his passion- in 1982, the first Aveda Institute opened its doors in Minneapolis; Aveda Institutes are schools for aspiring professionals in the beauty industry, offering guidance in cosmetology, esthiology, and massage therapy.
As the first company to sign the Ceres Principles in 1989, Aveda has long supported helping tackle some of the world’s biggest sustainability challenges, including climate change, water scarcity and pollution, and inequitable workplaces. The founder is proud to announce, “We partner with over 100 nonprofit and NGOs around the world. We believe in a collaborative model, utilising on-the-ground expertise, working directly with local communities, and listening to their needs to lead to lasting solutions.” At present, Aveda has built a reputation as a pioneering brand in the beauty industry, combining natural ingredients, environmental sustainability, and social consciousness.
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