Aveda Mission and Vision Statements Analysis

Aveda’s mission statement 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 environmental leadership and responsibility, not just in the world of beauty, but around the world.

Aveda’s mission statement explained through its components:

Care for the world we live in: Since its founding in 1978, Aveda has been committed to the world care. It is a cruelty-free brand that is transitioning to vegan formulations and it also works to reduce the waste and it goes toward a decarbonized economy with sustainable sources of energy at its manufacturing facilities. It reflects its commitment both in the products and the packaging. The company cares both for its people and the planet.

In India, it is helping provide solar energy and renewable power to about 162,000 homes and in Cambodia, it is helping provide access to basic sanitation and safe drinking water to 1.7 million.

From the products we make: Aveda is cruelty-free because its products are tested on people, not animals. All its inventory is manufactured using 100% renewable energy credits and carbon offsets. Also, the packaging is made of recycled materials and its fragrances are created with pure flower and plant essences.

To the ways in which we give back to society: The company fosters different ways to contribute to society. It has raised $65 million for environmental causes worldwide and it is planning to increase that number to $80 million through its annual Earth Month initiatives. It has partnered also helped get clean water, sanitation, and hygiene in communities located in India, Madagascar, Nepal, and Ethiopia, where Aveda sources ingredients.

Set an example for environmental leadership and responsibility: The brand is committed to set new beauty standards of leadership. It does this through an integrated supply chain with fair, traceable, and sustainable ingredients. 95% of the essential oil volume it produces is certified organic or sustainably wild harvested. All its production of palm oil is certified organic and Identity Preserved Certified.

Not just in the world of beauty, but around the world: Besides setting new beauty standards, Aveda seeks to create consciousness about the environment around the globe and it is committed to helping communities improve their lives.


Aveda Corporation is an American cosmetic company established in Minnesota, that was created in 1978 by Horst Rechelbacher after a trip to India, where he was introduced to the holistic medicine system of Ayurveda. In 1997, it was acquired by Estée Lauder Companies Inc.

Aveda develops and manufactures products for hearing and skin, besides makeup, perfumes, and lifestyle products. All its inventory is made of essential oils of plants and flowers that the company collects from around the world.

Aveda’s brands Shampure, Pure-Fume, and All-Sensitive can be found in professional hair salons and its owned lifestyle stores that sell from natural fragrances to apparel.

In 2019, the company reported revenues of $14.9 billion with 3,188 employees. Aveda makes money through the distribution of the products it manufactures. It is present in different states of the US like Texas, Oklahoma, Tennessee, Mississippi, and Florida among others.

It has established a strong brand under the vision of doing conscious and sustainable business. It offers a complete ecosystem to the customers that include Aveda salons and spas for a unique experience. Besides the sale of products, Aveda’s business model involves the operation of 19 schools of cosmetology, estiology, and massage, all owned.

As it competes with 182 beauty brands that fall under the umbrellas of seven huge mega-companies, Aveda is not a monopoly. The big manufacturers that comprise all that brands —Estée Lauder Companies, L’Oréal, Unilever, Procter & Gamble, Shiseido, Johnson & Johnson, and Coty— have thousands of employees worldwide and their yearly revenues account for billions of dollars.

Aveda’s competitors are brands like Perfumania, Elizabeth Arden, StyleCaster, and

Interparfums among others. They are engaged in the design, production, and distribution of different fragrances, hair and skin care products, as well as lifestyle items.

Vision Statement

Aveda’s vision statement is to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.

The company bases its products on Ayurvedic herbs. Through state-of-the-art science, it confirms the traditional use of these medicinal plants. This way, it verifies that the use is the best and the ingredients are the most effective. Aveda states that nature is at the core of the brand.

It also claims to be sustainable, environmentally responsible, and cruelty-free. It is working to remove beeswax and honey from its products and it is making a transition to be fully vegan.

Finally, its vision exceeds the world of beauty to be a globally present company. So far, it has reached 40 and clients can find its products in more than 9,000 salons and spas around the globe.

Core Values

Aveda’s core values are:

Prioritize people: It fosters that each individual can be seen, heard, and aligned with their best self. This includes not only the clients but also its partners, employees, and stakeholders.

Be accountable: Aveda acts responsibly in everything it does, always trying to give more than it takes.

Exercise transparency: It bares it all from ingredients to education, and beyond.

Have fun: The company culture is guided by the concept that “life is short. It celebrates one another and people have fun in all that they do.

Return to nature: It finds inspiration in the land and embraces the Ayurvedic principles that founded the company in the first place.


Aveda official site; Mission and Heritage; available at: https://www.aveda.com/living-aveda/mission-and-heritage

Aveda official site; Our culture; available at: https://www.beaveda.com/culture/

Aveda Competitors; posted at Craft; available at: https://craft.co/aveda/competitors

About Aveda Corporation; posted at Vault.com; available at: https://bit.ly/3jhMPbm

History of Aveda Corporation; posted at Reference for Business; available at: https://bit.ly/36eKn1B

KONDAL, Anu; Cruelty-Free beauty brand Aveda continues global expansion with Indian launch; posted at Totally Vegan Buzz on 12/13/2018; available at: https://bit.ly/2HxrgoY

WILLETT, Megan and GOULD, Skye; These 7 companies control almost every single beauty product you buy; posted at Insider on 05/18/2017; available at: https://bit.ly/30fhSgi

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