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.
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.
