Aveda, a high-performance hair care brand with a mission of care, is celebrating the first anniversary of announcing its portfolio of 100% vegan formulas by supporting the nonprofit and global movement, Veganuary. As a proud beauty supporter of Veganuary, Aveda will help build the momentum of veganism worldwide by raising awareness of the positive effects a plant-based lifestyle can have on the health of the planet.

Veganuary is both a nonprofit organization and an annual movement which encourages participants to try a plant-based diet for 31 days during the month of January. Founded in 2014, Veganuary’s mission is to support and inspire people to try a vegan diet by providing education on the environmental impact and personal wellbeing, as well as promoting and sharing recipes. Last year, Veganuary saw a 28% increase in global participants (vs. 2020), with more than 500,000 people taking on the challenge worldwide.

Wendy Matthews, US Director, Veganuary said, “Nearly half of Veganuary participants report improved skin, or as we like to call it the ‘Veganuary Glow.’ When it comes to looking and feeling our best, what we put in our bodies is just as important as what we put on our bodies. That’s why we’re so proud to work with our Global Gold Sponsor Aveda, which makes it easy to find highperformance, cruelty-free, vegan beauty formulas.”

Veganuary also promotes a “Workplace Challenge,” encouraging corporate partners and their employees to sign up to try a vegan diet for the first month of the new year. Aveda will participate for the second year in a row and anticipates thousands of employees, partner salons and institutes will once again join.

Aveda’s Global Brand President Barbara De Laere said, “Aveda was founded on an environmental mission, and every year we set a number of goals to help us lessen our impact on the planet. Though our use of animal ingredients was very limited previously (namely beeswax), transitioning to 100% vegan last January was important to us because we want to make the choice easier for consumers. Choosing vegan, whether dietary or lifestyle, is one way an individual can lower their carbon footprint. We are thrilled to partner with Veganuary this year, as we believe that it is one of the most effective ways to understand our individual impact and remind us to examine our everyday items -- beyond what’s on our plate -- and what they’re made from.”

According to Veganuary, a vegan diet has considerable environmental benefits as eating animals is the largest contributing factor in habitat loss and extinction, with millions of acres of forest felled each year to make way for livestock production. A 2010 UN report stated that a global shift towards a vegan diet is vital to save the world from hunger, poverty and the worst impacts of climate change.

It has been calculated that one person eating a vegan diet for a month saves 124,900 litres of water, 84 square metres of forest and 273 kilogrammes of carbon dioxide emissions, which means that Aveda’s participation in the challenge has saved more than 124M litres of water, 84,000 square metres of forest and 273,000 kilogrammes of carbon dioxide emissions.

To learn more about Aveda’s commitment to 100% vegan formulas, visit aveda.com/vegan-beauty-products.

Creating A More Sustainable Future

In accordance with Aveda’s founding mission to care for the world we live in, the brand has pioneered new benchmarks of environmental responsibility in beauty for decades, with priorities in the following six areas: safe beauty; responsible sourcing; responsible packaging; cruelty-free and vegan formulas; planet conscious manufacturing; and helping to protect and provide clean water to people in need in Aveda’s sourcing communities and communities around the globe.

Aveda lives its mission at its company headquarters, which are situated on a 58-acre, National Wildlife Federation Certified campus in Minnesota with honeybee colonies, an employee-curated vegetable garden, electric vehicle charging stations and miles of running trails. The main office building has an emphasis on sustainability: it is powered by solar and wind energy, is carpeted with recycled fibers, has composting and recycling bins throughout the building and an organic cafe.

In June 2020, Aveda added a 3.6 acre, 900kW ground-mounted solar array to its campus. The solar panels collect sunlight throughout the day, converting the light into electricity and supplying it to the manufacturing facility on campus, sending excess energy back to the grid. The new array is part of the brand’s vision to be a renewable energy generator.

To learn more about Aveda’s sustainability initiatives, visit aveda.com/sustainablefuture.

About Aveda:Founded in 1978 as a cruelty-free brand with a mission to care for the world, Aveda creates vegan, highperformance hair, skin and body formulas for beauty professionals and consumers, all with sustainability at heart. Aveda innovates in botanical technologies and green chemistry, combining the principles of modern science and Ayurveda, the ancient healing art of India. Aveda’s hair care is 90% naturally-derived2 and features iconic aromas from pure flower and plant essences. Aveda’s high-performance franchises, Invati Advanced™, Nutriplenish™ and Botanical Repair™ have each won dozens of awards for innovation, performance and sustainability, and the brand was awarded the 2021 CEW Sustainability Excellence Award, which reflects the highest standards of sustainability values in the beauty industry.