Aveda

Aveda is known worldwide for high-quality vegan natural cosmetics that combine effectiveness and sustainability. Since 1978, the brand has been developing innovative, plant-based hair care , skin care, and styling products – inspired by Ayurvedic medicine and manufactured with the utmost respect for the environment and animal welfare.

All Aveda products are 100% vegan , cruelty-free , and produced using renewable energy. Whether natural shampoo , silicone-free conditioner , or nourishing treatment for dry , damaged , or curly hair – Aveda offers the perfect balance of nature, effectiveness, and responsibility.

Discover Aveda's certified natural cosmetics – for healthy hair, beautiful skin, and a good feeling.

Frequently Asked Questions about Aveda

How did Aveda come about, and where does the brand name come from? +

Aveda was founded in 1978 by Austrian hairdresser Horst Rechelbacher in Minneapolis. The decisive spark came from a months-long trip to India, where he immersed himself in Ayurveda, the thousands-of-years-old Indian healing art. He mixed the first two products, a clove shampoo and a conditioner with cherry bark, in his own kitchen sink. The brand name is derived from 'Ayurveda' and roughly means 'science of life'. Aveda has been part of the Estée Lauder Companies since 1997, but the focus on plant-based ingredients has remained.

What does '100% vegan since 2023' mean – were earlier products not vegan? +

Yes, that's correct: Aveda was cruelty-free from the very beginning, but individual products contained animal-derived ingredients such as beeswax or honey for a long time. Since 2023, the brand has consistently converted its entire range to purely plant-based formulas. The current range in our shop is therefore formulated as vegan throughout.

What makes the Shampure fragrance at Aveda so special? +

Shampure is the brand's signature fragrance and is made up of a composition of over 25 pure flower and plant oils, originally developed with an aromatherapy purpose in mind. The goal was a scent that not only smells pleasant but also has a calming effect on the senses. That's why the Shampure fragrance runs through several product lines today, from shampoo to body care.

Which shampoo suits my hair type – Botanical Repair, Sap Moss, Rosemary Mint, or Pure Abundance? +

Happy to break it down: Botanical Repair is designed for damaged, brittle hair and strengthens the hair structure. Sap Moss provides light, weightless moisture for normal to dry hair. Rosemary Mint refreshes scalp and hair with an invigorating scent, ideal for everyday use. Pure Abundance (the volume line) is the right choice for fine hair that needs more body.

What's behind sustainability promises like renewable energy and B Corp certification? +

Aveda has been manufacturing with a high share of renewable energy for years and was one of the first beauty brands to join the strict environmental principles of the Ceres initiative. In 2023, the brand additionally received B Corp certification, an independent quality seal that assesses social and environmental corporate responsibility. These principles go back to the brand's founding years and aren't a new marketing trend.

Are Aveda products really silicone-free, and does that make a difference in styling? +

Yes, many Aveda products are deliberately formulated silicone-free, so they don't weigh hair down over time or clog the scalp's pores. The difference in styling: without silicones, straight or frizzy hair often takes a bit longer to show the desired shine, but in return the hair generally stays healthier-looking over time and doesn't feel 'flattened.' For extra smoothness, the Smoothing Conditioner from the Smooth Infusion line is a good addition.

Does the Stress-Fix aromatherapy line really have a relaxing effect, or is it just a pleasant scent? +

The blend of lavender, ylang ylang, and bergamot is actually more than pure perfumery: essential oils can demonstrably influence the autonomic nervous system through the sense of smell and are specifically used in aromatherapy for relaxation. How strong the effect feels varies from person to person, though. The Stress-Fix Roller is a good way to try this out easily on the go.

How does Aveda differ from other hair care brands in your range? +

Aveda is the brand in our range with the strongest focus on Ayurveda-inspired, plant-based formulas combined with aromatherapy expertise. Schwarzkopf, by contrast, offers a broader range of coloration and classic styling. For plant-based, ammonia-free hair color, we also recommend CULTIVATOR'S. For us, Aveda remains the right choice if fragrance quality and plant-based care matter especially to you.