As announced recently in Women’s Wear Daily, Aveda has become the first beauty company to achieve Cradle to Cradle (C2C) corporate endorsement and the first in the industry to receive Gold Level product certification. 

The announcement comes from sustainability experts and long-time Aveda partners, EPEA and their affiliate McDonough Braungart Design Chemistry, LLC (MBDC). C2C endorsement recognizes Aveda’s recent extraordinary efforts to develop products and processes that conform to the world’s most advanced standards for intelligent design, sustainable stewardship and reuse of materials.

In addition to recognizing the company overall, MBDC also gave Gold C2C designation to seven Aveda key products and Silver C2C designation to its packaging. The Gold certified products represent pillars of the business: Smooth Infusion Shampoo; Smooth Infusion Conditioner; Dry Remedy Moisturizing Shampoo; Dry Remedy Moisturizing Conditioner; Aveda Men Pure-Formance Shampoo; Aveda Men Pure-Formance Conditioner; and Green Science Firming Face Creme.

To date, no other beauty products in the industry have been awarded Gold C2C certification.

“As the first beauty company to achieve Cradle to Cradle endorsement, Aveda is recognized as a leader in intelligent design,” said Aveda President, Dominique Conseil. “Designing and manufacturing products can be environmentally responsible when environmental goals are factored into the concept at the very beginning. At Aveda, we believe that authentic beauty cares for the environment which we inherited from elders, and will leave to generations that follow.”