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J. Cosmet. Sci., 76.1, 9–12 (January/February 2025)
*Address all correspondence to Camille Sasik, camilletsasik@gmail.com
Sustainability of High-Performance Hair Care Formulations
NATHAN R. ERICKSON, PAULA MARRS, DIVYESH PATEL, CAMILLE
SASIK AND JEANNA ZGURIS
Estee Lauder Companies, Blaine, Minnesota, USA (N.R.E., P.M., D.P., C.S., J.Z.)
Accepted for publication September 23, 2024.
Synopsis
AVEDA™ pursues sustainability at every step of the product development process, beginning with raw
material sourcing to naturally derived technologies used in our formulations. This paper will provide specific
examples on how the AVEDA™ brand delivers transparency, high performance natural technology, and
sustainable ingredients to consumers.
INTRODUCTION
As a global leader in prestige beauty, The Estée Lauder Companies (ELC) is committed to
providing consumers with high performance beauty products. The goal of ELC is to deliver
exceptional performance and luxury coupled with high standards for safety, quality, efficacy,
and sustainability. The process by which products are brought to life is multifaceted—from
ingredient selection and sourcing to product formulation and packaging—and depends
on insights from experts across the organization. ELC aims to be transparent about this
process and embeds sustainability throughout the product lifecycle. Under ELC’s corporate
umbrella, the AVEDA™ brand provides many examples of sustainability. This paper will
highlight specific examples of consumer transparency, naturally derived ingredient selection,
and sustainable sourcing while bringing hair care products to the consumer marketplace.1
When AVEDA™ was founded in 1978, it was done so with a powerful mission: care for the
Earth and those who live in it. AVEDA™ sources high-quality raw materials from around the
world to manufacture its products. AVEDA™ works diligently to source responsibly and with
attention to potential impacts on people and environment. This requires collaboration with
a wide and diverse network of suppliers. The aim is to continuously improve and strengthen
sourcing practices while remaining sensitive to the local communities. The AVEDA™ brand’s
policies and programs embody our deeply held values and long heritage of responsibility.2
The AVEDA™ brand’s innovative product formulations enable us to stay at the forefront
of the prestige hair care industry. High-performing products are developed by combining
breakthrough science with creativity by tapping into the deep expertise of ELC scientists,
engineers, and product developers. For example, pharmacognosists identify powerful

10 JOURNAL OF COSMETIC SCIENCE
new plant-based actives and extracts while formulation scientists incorporate them into
highly efficacious products. AVEDA™ strives to exceed consumer needs and preferences by
providing a broad range of quality products.
CONSUMER TRANSPARENCY (LEAPING BUNNY &B CORP)
Consumers broadly think businesses and brands should focus on a positive impact, rather
than just doing less harm to the planet. Additionally, retailer requirements and changing
consumer awareness around sustainability mean that brands need to use external metrics
to demonstrate a commitment to sustainability. The AVEDA™ brand achieved Leaping
Bunny Approved status under Cruelty Free International’s Leaping Bunny Programme. As
part of this commitment, AVEDATMis subject to an rigorous annual audit verifying that
AVEDATM products, raw materials, and ingredients are not tested on animals during any
stage of product development and manufacturing. Leaping Bunny is the best assurance
available to brands and consumers to ensure no animal testing has taken place.3
The AVEDA™ brand also reinforced its commitments to people and the planet by
converting to a public benefit corporation. AVEDA™ was certified as a B Corp company,
which measures the overall social and environmental impact of a business. Certified B
Corporations™ are purpose-driven and believe in using business to create benefits for
everyone. B Corps are certified by B Lab™, an independent nonprofit working to positively
impact companies around the world. The process is rigorous. AVEDA™ completed the B
Impact Assessment, which measured environmental and social practices and policies across
five pillars: workers, communities, customers, suppliers, and the environment. This review
was extensive and required substantial documentation at least 80 points were needed to
move forward. (Figure 1)
For over 40 years, AVEDA™ has worked to set an example for environmental leadership and
responsibility. By becoming a B Corp, it has joined a group of like-minded leaders helping
to drive a global movement of people using business as a force for good. Every three years,
the certification process must be repeated to maintain B Corp status. For transparency, the
impact assessment is publicly available on AVEDA™’s B Corp profile.4
HIGH-PERFORMANCE HAIR CARE FORMULATION
Living out our brand’s founding mission of caring for the world we live in is important
to AVEDATM and drives decision making at our brand, from the products we make to
the ways in which we give back to society. At AVEDA™, we are dedicated to offering
high-performance, 90% naturally–derived on average (Per ISO 16128) and 100% vegan
&Leaping Bunny Approved products. The brand is anchored in a mission of care for our
planet and its people and is inspired by the artistry of nature.
One example of our breakthrough science is our replacement of silicones with naturally–
derived alternatives. Currently, consumers are increasingly responsive to environmental issues
and demand products that meet their expectations for sustainability. Some consumers have
stated a preference to move away from silicones in cosmetic formulas. This awareness strongly
encourages cosmetics industries to develop bio-based alternatives to silicones. As seen in
Figure 2, replacing silicones is a monumental undertaking due to their broad use in beauty
care products as well as the multitude of unique properties they contribute to formulas.