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Organic cosmetics that are not tested on animals and manufactured following sustainable practices are quite common today (yeah!) but in 1978 almost no one, except for those in hippie communities, would care about it. So, when Horst Rechelbacher founded Aveda he started, even unintentionally, a major change in the beauty industry.
The name, which means everybody’s knowledge in Sanskrit, can also can be understood as an adaptation of Ayurveda, the traditional Indian Medicine that fascinated Horst during a trip to the country. Almost 40 years later, the brand keeps being a reference in natural formulas focused on wellness and body-mind balance. Aromatherapy concepts and botanicals like acacia, lavender, rose, camomile and mallow are the foundation for lotions, oils, moisturisers and shampoos with a good dose of organic ingredients. Even after the company was sold to the Estée Lauder Group, back in 1997, the manufacturing process hasn’t changed.
My first Aveda products were from the hair ranges (still my favourites), beginning with the Camomile Color Conditioner, then the Madder Root, for red hair. The Invati line, great for thickening fine or thinning hair, is another hit. In the skincare department, the Tourmaline range, as the name says, has tourmaline to brighten and leave the skin glowing.
Finally, if you have the chance, book an appointment at one of the brand’s salons or spas. The Aveda Institute in Holborn, here in London, is a place that I visit whenever I can to discover and buy new products or even to feel relaxed with those amazing smells. Such a delight…
Smooth Infusion Trio (shampoo, condicionador, straightener)
Invati Duo (shampoo e condicionador)
Tourmaline Charged Radiance Masque
Tourmaline Charged Radiance Fluid