AVEDA was founded by hairdresser Horst Rechelbacker in Minneapolis in 1978, and is both the first and the leading brand among Green Beauty and high-performance products.

Aveda creates high quality hair, skin and body care products for beauty experts and consumers. The innovation that combines botanical technologies with the principles of modern research and Ayurveda, ancient Indian medicine, develops high-performance products with pure essences from flowers and plants. All created with great respect for the Earth and with an extensive menu of ritual-based treatments for holistic beauty.

Over the years, Aveda has been a pioneer in new approaches to environmental responsibility in beauty and will continue to do so through an ambitious agenda that cares about the world we live in.