Avda Mission Statement

Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmentally leadership and responsibility, not just in the world of beauty, but around the world. - (Horst Rechelbacher Founder of Aveda) Aveda strives to be as organic as possible when it comes to their beauty products. Everything from who they do business with, how they do business, what goes into their beauty products and where those products come from. I will be analyzing these claims to see whether or not their mission statement matches their web page. Upon first glance of the Aveda website you are received with lovely pictures of their products on plant beds, with scattered seeds and fruit; it gives you a very natural feel for their products. As I scroll down I come across their Discover Aveda page, where again it’s a plant based background with a model on it in a very minimalist style where once again they are going for a very organic atmosphere. On their beliefs page there are several points on there concerning how their company strives to be socially, economically and ecologically responsible. They speak of education and

Rechelbacher began working at a salon at age 14 and by age 20 had won the European Hairstyling Championship (Heritage tab on the Aveda mission page).Ayurveda means the science of life, this is where the Horst got the name for Aveda. Rechelbacher settled down in a town in Missouri where he opened up several hair salons. After several years he became over worked and took a trip to India there is where he learned all about Ayurveda. This is where he took on his holistic lifestyle. Horst has gone on to receive many Awards one of which being “The Rachel Carson Award for a Lifetime Commitment to Environmental Ethics and Integrity in 2007” (Heritage Page, Aveda