Founded in 1978, Aveda has been a pioneer in setting new benchmarks of environmental responsibility in beauty while creating performance—driven hair, skin and body products by combining the principles of modern science and Ayurveda. And they have held Earth Month campaign, each April, since 1999 and managed to raise more than $60 million to support environmental projects worldwide.
Being a cruelty-free brand, they have always worked hard to ensure that the ecological and cultural diversity is represented by responsibly sourcing ingredients from different habitats across the globe and especially through fair compensation. As around 663 million people today don’t have access to clean water and with most of them being from communities where they source raw material and ingredients from, they have decided to give back to these communities by #StandingUpForCleanWater for Earth Month 2019 and beyond. So, together with charity: water, they’ll help bring water to people in need in India, Nepal, Madagascar and Ethiopia. After all when a community gets access to clean, safe drinking water, it changes everything. You know, people get much healthier, get access to better food and most importantly, their dignity is restored.
To coincide with Earth Month, Aveda has three new launches (available on Nykaa) – Cherry Almond, Shampure, Rosemary Mint – with sustainably-sourced ingredients and 100% Post Consumer Recycled PET packaging. While Cherry Almond range gives us soft, shiny hair and Shampure range provides us with nourishing hair without any greasiness, the most interesting is Rosemary Mint purifying shampoo that features cleansing micellar technology to reduce excess oil build up in our hair leading to fewer hair washes and well, lesser water usage.
So, this Earth Month, let us all pledge to stand up for clean water, to use eco-friendly haircare brands and make some simple lifestyle changes like using buckets for bath, reducing the number of hair washes and more. Also, don’t forget to donate as much as you can to my.charitywater.org/aveda. Well, even a small amount can go a long way in providing our own communities with clean water.
Karishma is an engineer turned fashion stylist and writer who loves talking about trends as much as eating desserts. Gucci, Ranveer Singh, salted caramel ice-cream and lipsticks make up four chambers of her heart. Like Karishma’s story? Drop her a line in the comments section below.