(McDonough Braungart Design Chemistry) Aveda's adherence to its core environmental values has been nurtured alongside growth in sales and profit. The company has made remarkable progress in energy conservation and the use of renewable energy and is currently the largest buyer of green energy in Minnesota and the 32nd largest purchaser in the US.
Aveda Earns "Cradle to Cradle" Endorsement
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MAY 28, 2009
McDonough Braungart Design Chemistry

Aveda™ has announced it has become the first beauty company in the world - and only the second U.S. company in any industry - to receive a Cradle to Cradle (C2C) sustainability endorsement.
The endorsement comes from sustainability consultancy McDonough Braungart Design Chemistry, LLC (MBDC), the firm that pioneered the concept of Cradle to Cradle design, and the implementation of eco-effective design principles. Cradle to Cradle product certifications recognize Aveda's recent efforts to develop products and processes that conform to the world's most advanced standards for intelligent design, sustainable stewardship, and reuse of materials.
C2C endorsement recognizes companies' efforts in developing environmentally-intelligent products with a goal of eliminating waste entirely.
The endorsement by MBDC adds to Aveda's record of environmental sustainability. Throughout Aveda's 30-year history, the company's accomplishments have included the pioneering use of wind energy in the beauty industry, leadership in the use of recyclable packaging and support of organic agriculture. Aveda's C2C certification and endorsement are the culmination of 30 years of socially and environmentally responsible business practices.
"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."
Conseil noted that Aveda's adherence to its core environmental values has been nurtured alongside growth in sales and profit. The company has made remarkable progress in energy conservation and the use of renewable energy and is currently the largest buyer of green energy in Minnesota and the 32nd largest purchaser in the US. And these strides have been made without compromising business performance. The company's sales have grown five times in 10 years.
The C2C endorsement recognizes Aveda not just for the products it creates, but for the company's overall commitment to ingredients, materials, and processes to create a positive environmental footprint.
Aveda received Gold C2C designation for seven key products and Silver C2C designation for its packaging. The Gold certified products are: Aveda Smooth Infusion Shampoo; Smooth Infusion Conditioner; Aveda 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 have been awarded Gold C2C certification.
MBDC co-founder William McDonough praised Aveda's accomplishments and the company's vision. "For our society to flourish, we must design products and systems based on patterns found in nature, eliminating the concept of waste entirely and creating an abundance that is healthy and sustaining," he said.
Aveda's C2C endorsement is expected to signal an important change within the beauty industry and catalyze sustainable product development and manufacturing. "We can change the world by changing the way the world does business," said Conseil.