Aveda Corporation ( ) is an American cosmetics company founded by Horst Rechelbacher, now owned by Estée Lauder Companies, and headquartered in

Minneapolis Minneapolis is a city in Hennepin County, Minnesota, United States, and its county seat. With a population of 429,954 as of the 2020 United States census, 2020 census, it is the state's List of cities in Minnesota, most populous city. Locat ...

, Minnesota. Aveda manufactures skin and body care,

cosmetics Cosmetics are substances that are intended for application to the body for cleansing, beautifying, promoting attractiveness, or altering appearance. They are mixtures of chemical compounds derived from either Natural product, natural source ...

perfume Perfume (, ) is a mixture of fragrance, fragrant essential oils or aroma compounds (fragrances), Fixative (perfumery), fixatives and solvents, usually in liquid form, used to give the human body, animals, food, objects, and living-spaces an agre ...

(internally called "pure-fume"), hair color, and hair care products, and trains students in

cosmetology Cosmetology (from Greek , ''kosmētikos'', "beautifying"; and , ''-logia'') is the study and application of beauty treatment. Branches of specialty include hairstyling, skin care, cosmetics, manicures/ pedicures, non-permanent hair removal suc ...

, massage, and esthiology at the Aveda Institutes in Minneapolis,

New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...

Des Moines Des Moines is the List of capitals in the United States, capital and List of cities in Iowa, most populous city in the U.S. state of Iowa. It is the county seat of Polk County, Iowa, Polk County with parts extending into Warren County, Iowa, Wa ...

Washington, D.C. Washington, D.C., formally the District of Columbia and commonly known as Washington or D.C., is the capital city and federal district of the United States. The city is on the Potomac River, across from Virginia, and shares land borders with ...

Maryland Maryland ( ) is a U.S. state, state in the Mid-Atlantic (United States), Mid-Atlantic region of the United States. It borders the states of Virginia to its south, West Virginia to its west, Pennsylvania to its north, and Delaware to its east ...

Orlando Orlando commonly refers to: * Orlando, Florida, a city in the United States Orlando may also refer to: People * Orlando (given name), a masculine name, includes a list of people with the name * Orlando (surname), includes a list of people wit ...

Denver Denver ( ) is a List of municipalities in Colorado#Consolidated city and county, consolidated city and county, the List of capitals in the United States, capital and List of municipalities in Colorado, most populous city of the U.S. state of ...

Winnipeg Winnipeg () is the capital and largest city of the Provinces and territories of Canada, Canadian province of Manitoba. It is centred on the confluence of the Red River of the North, Red and Assiniboine River, Assiniboine rivers. , Winnipeg h ...

, and many other cities.

History

Aveda was founded by Horst Rechelbacher in 1978. In 1970, Horst, on a trip to India, was introduced to the science of

Ayurveda Ayurveda (; ) is an alternative medicine system with historical roots in the Indian subcontinent. It is heavily practised throughout India and Nepal, where as much as 80% of the population report using ayurveda. The theory and practice of ayur ...

(the Hindu traditional holistic system of medicine and surgery from India), and suddenly his vision for his company was born. Horst formulated the first product, a

clove Cloves are the aromatic flower buds of a tree in the family Myrtaceae, ''Syzygium aromaticum'' (). They are native to the Maluku Islands, or Moluccas, in Indonesia, and are commonly used as a spice, flavoring, or Aroma compound, fragrance in fin ...

shampoo, in his kitchen sink with help from Ayurvedic doctors - Vinod and Kusum Upadhyay. Today Aveda is part of Estée Lauder Companies Inc., based in New York. Rechelbacher sold Aveda to Estée Lauder Companies, Inc., in 1997 for $300 million, although Aveda continues to be run as a semi-autonomous entity. Upon selling the product to Estee Lauder Companies Inc., Horst also sold off the chain of salons to his successor, David Wagner. The salons formally known as Horst and Friends was renamed Juut Salonspa. In 2004, Aveda was awarded the prestigious Corporate Achievement Award at the

Smithsonian Cooper-Hewitt National Design Museum Cooper Hewitt, Smithsonian Design Museum is a design museum at the Andrew Carnegie Mansion in Manhattan, New York City, along the Upper East Side's Museum Mile (New York City), Museum Mile. It is one of 19 Smithsonian Institution museums and one ...

. Aveda was one of the first beauty companies to endorse a set of principles designed to encourage greater environmental responsibility in business, known as The Ceres Principles (originally named The Valdez Principles). According to the company's website, "Aveda" is

Sanskrit Sanskrit (; stem form ; nominal singular , ,) is a classical language belonging to the Indo-Aryan languages, Indo-Aryan branch of the Indo-European languages. It arose in northwest South Asia after its predecessor languages had Trans-cultural ...

for "all knowledge". "Aveda" written phonetically as "अवेद", translates to "non-vedic" (or म्लेच्छ).

Controversy

In 2009, Aveda (as a subsidiary of Estée Lauder Companies Inc.) was included by the BDS campaign as one of the "Top Ten Brands to Boycott This Christmas" because "This company’s chairman

Ronald Lauder Ronald Steven Lauder (born February 26, 1944) is an American businessman and pro-Israel political activist. He and his brother, Leonard Lauder, are the sole heirs to the Estée Lauder Companies, Estée Lauder cosmetics company, founded by their ...

is also the chairman of the

Jewish National Fund The Jewish National Fund (JNF; , ''Keren Kayemet LeYisrael''; previously , ''Ha Fund HaLeumi'') is a non-profit organizationProfessor Alon Tal, The Mitrani Department of Desert Ecology, The Blaustein Institutes for Desert Research, Ben Gurion ...

..." In 2011 Aveda was slammed at Park City, Utah, during the Evolution of Women in Social Media conference, also known as evo'11, for announcing their no-payment policy for bloggers reviewing their products. Aveda was also criticized for using the brand name "Indigenous", as a denigration of indigenous peoples. They have since renamed the product line.

Environment

Through a partnership with Native, A Public Benefit Corporation, Aveda has helped fund wind turbines. Aveda claims that it purchases enough wind energy to power its primary manufacturing facility. The company "sends sustainability surveys to publications to help decide where to place its ads".Story, Louise.

References

External links

* {{Estée Lauder Companies , state=expanded Blaine, Minnesota Cosmetics companies of the United States Manufacturing companies based in Minnesota Manufacturing companies established in 1978 1978 establishments in Minnesota Estée Lauder Companies Hair care products B Lab-certified corporations

History

Controversy

Environment

References

Further reading

External links