Reading Time: < 1 minute The cruelty-free brand is now 100 percent vegan Credit: Adobe. Do not use without permission
Reading Time: < 1 minute

Global haircare brand Aveda has gone 100 percent vegan after ditching animal ingredients from its products.

The company, owned by Estée Lauder, will no longer use beeswax and beeswax-derived ingredients. Instead, it will begin using a synthetic wax derived from petroleum.

Aveda says the move – alongside naming model and climate activist Arizona Muse its first-ever Global Advocate for Sustainability – will help decrease its impact on the planet.

‘Socially responsible’

Aveda Global Brand President Barbara De Laere said: “Today marks a really exciting moment for our brand…

“Aveda was founded by a world-class hairstylist, environmentalist, and activist who strongly believed you shouldn’t compromise high-performance for vegan, sustainable ingredients. Or, decide between creating beautiful products or being more environmentally and socially responsible.

“Our announcements today are a continuation of our mission. We’re thrilled that we can now further decrease our impact on the planet by offering 100 percent vegan products.

“And, for our partnership with Muse, an authentic ambassador who is both a pioneer and a force for change.”

‘Planet-friendly products’

Muse added: “Aveda is a company that I have long admired for creating the most beautiful products that work for my hair…

“I believe wholeheartedly that you don’t have to compromise luxury or performance for planet-friendly products, and Aveda delivers on that.

“Being named their Global Advocate for Sustainability is such an honor for me… I am proud to be working with a brand that shares my values.

“I also love changing my hair, and look forward to debuting a few new looks throughout our partnership!”

Aveda products are available in more than 9,000 professional hair salons and spas in more than 45 countries

Liam Gilliver

Liam is the Deputy Editor and Social Media Coordinator for Plant Based News. He has written for a number of top publications including Gay Times, Attitude Magazine, Oh Comely, and The Huffington Post - and is the author of 'We're Worried About Him'.