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Aveda Receives Cradle to Cradle Certification

5/11/2009 12:00:00 AM

Tags: Aveda, Cradle to Cradle

I’ve found another great reason for indulging myself with great Aveda products. Seven of the company’s products have received Gold Cradle to Cradle certification, making Aveda the world’s first beauty company to receive certification for its sustainable products. 

Cradle to Cradle certification is a way to measure achievement in environmentally intelligent design. To receive certification, a product must use environmentally safe and healthy materials, design recyclable or compostable products, efficiently use renewable energy and water, and institute corporate practices that promote social responsibility.   

Among those receiving the highest marks were Aveda’s Smooth Infusion shampoo and conditioner, Dry Remedy Moisturizing shampoo and conditioner, Pure-formance shampoo and conditioner for men and Green Science Firming Face Cream. While the products meet the Gold level certification requirements, the product and package are certified together at the Silver level. 

Aveda's Smooth Infusion shampoo and conditioner and Dry Remedy Moisturizing shampoo and conditioner received some of the highest Cradle to Cradle certification marks. Photos Courtesy Aveda. 

This certification is hardly the first of Aveda’s environmental accomplishments. Since its founding in 1978, Aveda has strived to create products that are as beneficial to planet as to its customers. Aveda has also received certification for its Green Ingredient Policy from the Environmental Protection and Encouragement Agency, an affiliate of MDBC, the company offering Cradle to Cradle certification. Aveda describes green ingredients as being: 

• Sourced from organic, sustainable or renewable plant-based origins

• Providing fair compensation to suppliers

• Not negatively impacting the ecosystems from which they are sourced

• Biodegradable

• Involve environmentally responsible processing (for example, steam distillation rather than chemical extraction of essential oils)

• Animal friendly (and not tested on animals) 

Throughout its history, Aveda has been at the forefront of initiating green policies. It has formed partnerships with indigenous communities around the world to sustainably harvest ingredients; it was the first company to incorporate 85 to 90 percent recycled HDPE plastic into all of its products; and it was also the first company to manufacture with 100 percent certified wind power. 

I think I’ll go wash my hair.

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