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Aveda

Aveda Corporation (/əˈvdə/ ə-VAY-də)[1] is an American cosmetics company founded by Horst Rechelbacher, now owned by Estée Lauder Companies, and headquartered in Minneapolis, Minnesota. Aveda manufactures skin and body care, cosmetics, perfume (internally called "pure-fume"), hair color, and hair care products, and trains students in cosmetology, massage, and esthiology at the Aveda Institutes in Minneapolis, New York City, Des Moines, Washington, D.C., Maryland, Orlando, Denver, Winnipeg, and many other cities.

For "Aveda," a song by Hot Hot Heat, see Make Up the Breakdown.

Company type

Blaine, Minnesota, United States (1978)

Skin care, makeup, fragrance and hair care

Estée Lauder Companies (1997–present)

Controversy[edit]

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 is also the chairman of the Jewish National Fund..."[7]


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.[8]


Aveda was also criticized for using the brand name "Indigenous", as a denigration of indigenous peoples. They have since renamed the product line.[9][10]

Environment[edit]

Through a partnership with Native Energy, Aveda has helped fund wind turbines. Aveda claims that it purchases enough wind energy to power its primary manufacturing facility.[11] The company "sends sustainability surveys to publications to help decide where to place its ads".[12]

The New York Times, August 27, 2000 – Taking the Sweet Smell of Success To a New Level of Literalness

Official website