Aveda Institute emphasizes personal well-being as well as environmental responsibility. We are a recruitment resource—developing students grounded in wellness, healing and social responsibility. Using Aveda pure flower and plant essences and plant-based products, we affirm the relationship between personal beauty, wellness and the environment.

The history of Aveda began with Horst Rechelbacher who was fed up with the chemical smells in the salons and wanted to create products that were plant-based and smell good. He said, “I realize retailing in salons was important for the business bottom line. But, most importantly, I wanted to make excellent products that we as stylists could breathe in and feel good about.” He founded Aveda in 1978 and considers his life a learning journey.

Aveda is more than products and the salon/spa experience, it’s a lifestyle. Aveda is an environmental leader, producing high-performing products sourced from organic and natural derivatives.

Aveda’s philosophy of wellness, healing and social responsibility sets them apart from other beauty brands.

At Aveda, we turn conventional thinking on its end. From our ingredient and energy sourcing practices to our plant powered hair and skincare formulations, from our community empowerment to our revolutionary recycling programs, we break the industrial cycle of profit-over-planet. By rethinking the process, we restore an unhealthy cycle to its natural, healthy state. It has been our Mission since the beginning, and continues to propel us forward; at Aveda “Beauty is as Beauty Does.”

The Aveda Institute was founded to create some of the most successful entrepreneurs in hair, skin and nail esthetics, makeup, massage and total body wellness. Our students are educated by accomplished professionals, using innovative curriculums that blend professional techniques with retail and business-building skills.

Ingredient Sourcing

What you put on your body should be as healthy and natural as what you put into it. Discover how we connect our mission with product development by sourcing ingredients from traditional indigenous communities around the world.

JOURNEY WITH US to trace Aveda’s ingredients back to the farm or harvest co-op.

Aveda Mission

Aveda Vision

Connecting beauty, environment and well-being

Aveda Beliefs

1. We believe in treating ourselves, each other, and the planet with care and respect.
2. We believe social responsibility is our responsibility.
3. We believe ecological and profit goals are mutually achievable.
4. We believe our authenticity and experience are our points of difference.
5. We believe in inspiring and educating people to integrate wellness and beauty in their lives.
6. We believe in the power of oneness: from our global image to a focused network.
7. We believe learning never ends.
8. We believe in encouraging innovation and empowered decision-making.
9. We believe our actions, products and services should always embody excellence.
10. We believe personal and organizational balance is the key to sustainable success.
11. We believe true leadership is delivered with passion and by example.