Aveda Ingredient Sourcing

Home , Origins (cosmetics)

aveda ingredient sourcing caring for the world we live in mission Our mission at Aveda 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. vision connecting beauty, environment and well-being 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. table of contents understanding your cosmetic label...... 1 understanding a drug facts panel ...... 2 green ingredient policy...... 3–4 green ingredient and organic timeline ...... 5–6 sourcing stories...... 7–13 argan from morocco...... 7 babassu from brazil...... 8 cistus from spain ...... 9 rose and lavender from bulgaria...... 10 sandalwood from australia ...... 11 turmeric and amla from india ...... 12 urukum from brazil...... 13 ecocert® certification...... 14 aveda and cradle to cradle® ...... 15 understanding your cosmetic label

We know that reading cosmetic labels can sometimes be confusing . That’s why we’ve created this guide to help you understand the various symbols and statements that may appear on your favorite products .

1 . Product Identity: Statement of what the product is . 4 . Directions for Use: How, when and where to use 2 . Net Contents: The amount of product in the the product . package . The “e” following the volume declaration 5 . Name/Location of Manufacturer or Distributor: 1 is a guarantee that the product has been filled in Who made the product and where the manufacturer accordance with the average system of measures or distributor is located . The London address and used in the European Union (EU) . Post Code are underlined to indicate the main 2 3 . Product Ingredients: All ingredients used in the contact office in the EU . Product inquiries can be formula in descending order of concentration . This sent to this address . is especially important for guests who are seeking 6 . Country of Origin: The country that manufactures or a specific ingredient or want to avoid one . produces the product . 7 Period. After Opening Symbol: The recommended number of months within which the product should be used after you have first opened and used 4 it, provided the product has been stored under normal conditions and not exposed to extreme 9 temperatures . For example, 24M means you should replace the product within 24 months of opening . 3 This number will vary based on the type of cosmetic product . 8 A. symbol that means our company contributes to European programs for the proper disposal and recycling of all packing components . 9 . Warnings/Cautions: What to do and not do with 10 the product . 10 . Hand in Book Symbol: Additional information is 6 7 available elsewhere in the packaging, such as in 8 a leaflet, card or tag . 5

1 understanding a drug facts panel

1 . Active Ingredients: The active ingredients and their percentages contained in the product . 2 . Purpose: The function of the product . 3 . Uses: The appropriate use of the product . 4. Warnings: Cautionary information and, if applicable, action to take, such as when to discontinue use . 5 . Directions: How to use the product and other pertinent information . 6 . Inactive Ingredients: The inactive ingredients contained in the product in descending order of concentration .

OTHER STATEMENTS YOU MIGHT SEE ON YOUR LABEL: Sun Protection Measures: The steps to take for full sun protection . Other Information: Any additional product information . Questions or Comments: The manufacturer’s contact information so guests can provide feedback and/or ask questions .

1 2 6 3 4

2 green ingredient policy “Green Ingredients” are one or more of At Aveda, we continually seek to increase the use Aveda tries to ensure our products will not only benefit the following: of naturally derived ingredients in our products . our guests through exceptional performance but “Naturally derived” means that an ingredient meets positively impact the people and economies from • Are sourced from organic, sustainable or certain criteria, including: which the product’s ingredients are sourced . Aveda renewable plant-based origins • Must be derived from a plant, non-petroleum firmly believes that we will succeed in this effort by striving to use green ingredients in our products • Represent ecological and cultural diversity mineral, inorganic or other natural source whenever possible . by being sourced from different habitats (e g. ., water) all over the world • More than 50% of the molecular weight must come To facilitate the selection of ingredients that meet these standards, Aveda partners with the • Provide fair compensation to suppliers from natural sources Environmental Protection Encouragement Agency • Have no negative impact on the • Other criteria must be met for suitability of use (for (EPEA), an environmental research institute located ecosystems from which they are sourced example, we avoid certain types of processing) in Germany and led by Michael Braungart, co-author • Are biodegradable Aveda looks at our products’ environmental of Cradle to Cradle® design principles for products . impact and considers the following when Aveda is constantly evolving our ingredient sourcing • Involve environmentally responsible formulating products: processes to meet our goals and move our business processing (for example, steam toward our vision . As we evolve, we continually • The raw materials for ingredients used in our distillation rather than chemical measure our past accomplishments and plan for products (for example, we do not use endangered extraction of essential oils) future improvements . plant species) • Are animal-friendly (Aveda does not test products on animals or ask others to do • The impact on the communities and ecosystems so on our behalf except if required by law, that provide the raw materials and we actively support the development • The processing of raw materials into ingredients of alternative methods to animal testing) used in our products • The impact of the finished products on people and the environment

3 Visit www .aveda com. to learn more . green ingredient policy

aveda green ingredient policy in practice: • Since 2000, Aveda has substantially increased • Aveda is the first beauty company manufacturing its purchases of organic raw herbal ingredients with 100% certified wind power at our primary and organic essential oils from 20–25% of total manufacturing facility in Blaine, MN *. tonnage to 89–90% while also increasing our • Aveda pioneered the use of up to 100% total tonnage significantly . The exact percentage post-consumer recycled (PCR) content in varies slightly from year to year due to product its packaging . mix and availability of certified ingredients . • Aveda pioneered the Recycle Caps with • Aveda is phasing out parabens from its existing Aveda program . product formulas and developing new formulas without paraben . We now have more than 480 • Aveda continues to seek greener alternatives paraben-free product formulas on the market. for certain ingredients in existing products by applying EPEA principles . • Establishing Soil to Bottlesm traceability allows Aveda to progressively document and expand the • Aveda continues to develop sustainable plant- sourcing of ingredients while promoting quality based alternatives to replace petrochemicals . through the supply chain . • Aveda products are not formulated with sodium • Aveda has established programs that promote lauryl sulfate . the sourcing of GMO-free ingredients. * Per a review of WWD Beauty Report International Top 100 Cosmetic Manufacturers’ Corporate Websites in April 2007 . • Aveda is partnering with the EPEA for ongoing The wind energy goes into a utility grid from which we evaluation of the raw materials used in Aveda draw power . products by applying Cradle to Cradle® design principles . To date, the EPEA has reviewed more than 600 ingredients for Aveda . • Aveda is phasing out EDTA from its exisitng product formulas and replacing it with naturally derived alternatives .

Visit www .aveda com. to learn more . 4 greenGreen ingredient Ingredient andand Organic organic Timeline timeline 1988 1988–2006 – 2006

The ingredients used by Aveda impact the world by the business partners we choose and by the type of ingredients we source. Aveda strives to partner with indigenous and traditional communities and to use organic plant-based ingredients whenever possible. These are just some of our milestones. Morikue™ (Peru) Partnership Rose and Lavender Babassu (Brazil) Aveda obtains morikue, a protein Yawanawa (Brazil) (Bulgaria) Partnership Partnership from Brazil nuts from people of the Partnership Aveda enters partnership with Aveda partners with local Madre de Dios, a rainforest region a farmer who re-purchased the First indigenous partnership communities in Brazil and assists of Peru. family distillery after it was with the Yawanawa tribe in the them in getting their babassu oil confi scated by the communist Brazilian rainforest for uruku certifi ed organic. Aveda works regime. Growing organically pigment in Aveda makeup. First Products Made with to expand the use of babassu certifi ed rose and lavender Candles oil in its line of products, and reopening the distillery, Certifi ed Organic Ingredients developing 3 new proprietary helping to support economic Herbal Science Remedy™ and Sea Without Paraffi n organically-derived ingredients development to this region. Aveda has never used Science Remedy™ contained 100% for cleansing and conditioning. paraffi n in candles. certifi ed organic ingredients. Aveda candles contain plant-derived materials.

1990 1993 1995 1996 1998

1992 1994 1996 1988 1997 2000

Annatto Annatto, also known as urukum, replaces synthetic FD&C colors in Madder Root First Certifi ed First Organic Shampoo, and is also Organic Product Personal Care Standards Plant-only Sources used in Aveda lip colors. Aveda launches its fi rst Because there were no organic Certify ammonium lauryl certifi ed organic beauty standards for the personal care sulfate and other surfactants, product, Aveda All-Sensitive™ industry in 1998, Aveda begins fatty alcohols and grain Body Formula. In order to working with the Organic Crop alcohols are from produce the All-Sensitive Improvement Association to plant-only sources. line, the Aveda facility develop acceptable standards. 600+ Plant Ingredients in Minnesota is certifi ed according to organic food are used in Aveda’s products. certifi cation standards.

5 Visit www .aveda com. to learn more . green ingredient and organic timeline 1988–2006

Rose Attar Sandalwood Tamanu Oil Aveda launches fi rst certifi ed (Australia) Partnership (Vanuatu) Partnership Organic Conversion organic prestige Pure-Fume, Aveda sources sustainably- Sustainably sourced tamanu oil Aveda converts 75% of total tonnage Rose Attar Pure-Fume Absolute.™ harvested sandalwood oil from from Vanuatu, a pressed oil of essential oils purchased to certifi ed an Aboriginal community (Western from the dried nuts of organic. Cistus oil is a newly converted Comforting Tea Australia) for products like an indigenous tree, essential oil this year. Aveda worked Aveda makes 100% certifi ed Aveda Love.™ Calophyllum inophyllum. directly with farmers on organic organic Comforting Tea with certifi cation; a three-year conversion 100% certifi ed organic herbs process. Organic Jasmine Absolute including licorice root, sweet Rose Geranium Aveda starts use of certifi ed organic fennel, basil and peppermint. (South Africa) Partnership absolutes. Commercial absolutes are The tea bags are unbleached Aveda works with farmers in South extracted using a petrochemical solvent paper and the unit carton is Africa to support development of called hexane. Aveda develops absolutes 40% PCR paper. organic essential oil production that that are hexane-free and certified organic. Organic Tapioca will provide a sustainable living The fi rst organic absolute is used in Pure Organic tapioca styling ingredient in AIDS-devastated communities. Abundance™ Volumizing Shampoo and added to Be Curly™ Conditioner Volumizing Clay Conditioner. and Be Curly™ Curl Control.

2001 2002 2004 2004 2005 2006

2001 2002 2003 2004 2005 2006 2006

Sustainability Symposium Pure Essences Aveda helps to organize and Aveda Pure Essences are 100% pure, Outer Peace™ Acne Relief fund a sustainability symposium organic, biodynamic or sustainbly Aveda develops the fi rst on the preservation of medicinal sourced, essential oils and absolutes. plant-derived salicylic acid and aromatic plants. Often rare and available in limited from oil of wintergreen to Organic Leader quantities, these 25 Pure Essences be used in Outer Peace™ Aveda is one of the world’s establish a connection with each acne relief. largest purchaser of organic farmer to ensure the essential oils and ingredients in the personal absolutes are of superior quality and care industry. It is the largest Organic Partnerships integrity. With all of our Pure Essences, purchaser of certifi ed organic Aveda works to maintain existing supplier we always strive to strengthen Aveda jojoba oil, rosemary oil, ylang relationships to convert to certifi ed organic Organic Sources partnerships and show leadership in ylang from Madagascar and rose ingredients. Aveda helps suppliers with the of Blueberry, Ginger, sustainable businesses. and lavender oils from Bulgaria. long and diffi cult organic certifi cation process, Peppermint… by committing long-term contracts to All Natural Preservatives Aveda converts 80% of total buy their future harvests. Aveda’s continued search for organic ingredients discovered Aveda pioneers natural plant-based tonnage of essential oils to suppliers of organically preservative systems. All new Aveda certifi ed organic. 20% of Aveda’s certifi ed: bilberry, blueberry, products have been formulated dientsplant-based have ingredients have cranberry, ginger, orange without parabens. been converted to organic. and peppermint.

Visit www .aveda com. to learn more . 6 SOURCING STORIES

For hundreds of years the Berber women of Morocco have used versatile argan oil for medicinal purposes, for cooking and traditional beauty recipes, and the shells as a heat source . But this way of life is threatened by desertification . Within the last century, large areas of argan trees—that act as a natural barrier against desertification—were stripped for unsuccessful crop farming and animal grazing, which lowered the water table, increased erosion and allowed the desert to advance . Since the turn of the 20th century the argan forest—which provides a living for approximately 3 million people, including the Berber women— has been reduced from 1 4. million hectares to just over 800,000 hectares, and the density has fallen from 100 trees per hectare to 30 .

Realizing that giving the argan forest an economic value would encourage conservation, a local professor formed the Targanine Cooperative to organize some local Moroccan women for substantial argan nut processing and trade . Until the Targanine Cooperative argan the expertise of the women members and the benefits of the oil had been undervalued and sold at roadside stands . Now the women process argan derivatives for from morocco the global market, and the co-op that started with a small group of women has grown into a network of six Across the arid southeast region of Morocco, on the co-ops that support more than 400 families. Aveda edge of the vast Sahara, is the indigenous argan sources 100% of its argan oil, which is certified organic forest and local women determined to save it from the by Ecocert,® from the network and provided funding to encroaching desert . From the harvesting of the argan purchase processing equipment that helps the women tree nuts the women are able to contribute to the separate the seeds and increase productivity . economic security of their families, which empowers them and gives them a voice in determining the future The Targanine Cooperative demonstrates how for themselves and the trees on which they depend. In empowering women can lead to significant change . partnership with Aveda, the women of the Targanine Because of the dedication of these women they network of cooperatives are able to process the nuts are creating more stability within their families, more efficiently for sale in the international market . local communities have more economic opportunity Aveda has also provided funding for literacy programs, and the native ecosystem is being restored for which further encourages their independence . future generations .

7 Visit www .aveda com. to learn more . SOURCING STORIES babassu from brazil

Within the dense rainforest of northeastern Brazil, the claimed ownership over the remaining babassu palms people from the communities of Maranhão protect and forced the native women to pay rent in order to their native land from cattle ranchers and loggers in harvest the nuts . This continued for twenty years until order to preserve their traditional way of life, which, a grassroots organization of determined women took for countless generations, has depended on babassu action by forming a human chain in front of armed men palm trees and the harvesting of the babassu nut . For and refused to leave their homes . The women then over four centuries the women of Maranhão—known successfully lobbied for the Free Nut Law, which allows as the quebradeiras de coco, or “nut-breakers”—have for forest inhabitants to access palm trees across all collected the nut and processed it into everything properties without having to pay rent . from edible flour and charcoal for cooking, to soap and healing salves. In partnership with Aveda, these Aveda, drawn to the inspiring story of the nut-breakers communities are able to process their nuts on a larger and their exceptional babassu oil, partnered with scale for sale in the global market, allowing them to the community co-op ASSEMA and helped finance prosper from their ancestral lands and empowering a babassu processing facility so the women could them to preserve the ecosystem . efficiently produce babassu for sale in the global market . Aveda also funded the construction of The struggle to maintain rights over the babassu additional income-generating facilities such as a palms began in the 1970s when cattle ranchers and soap-making factory and a paper press—both of loggers hired gunmen to force indigenous people which utilize parts of the babassu nut to create the from their lands so they could burn and clear-cut vast end products. “If not for the huge support from sections of the rainforest for grazing . The ranchers Aveda, I don’t know if we would be selling in the international market,” says former president of ASSEMA’s rural workers’ cooperative Sebastiana Gomes Sirqueira . “Now we can better assist the families in our cooperative .” ASSEMA now supports over 1,500 families across seven counties in the state of Maranhão, and Aveda purchases approximately 31 tons of the USDA-certified organic babassu oil per year, much of which goes into an exclusive surfactant system found in almost all Aveda shampoos and conditioners . This large purchase helps provide ASSEMA with financial security, allowing them to extend their member support beyond just employment. The co-op provides primary and secondary schooling, after-school initiatives for teenagers, and programs that raise awareness regarding gender equality and women’s rights within the indigenous communities .

Visit www .aveda com. to learn more . 8 SOURCING STORIES

cistus from spain Cistus ladaniferus, jara in Spanish, is a plant of Aveda’s search for the highest quality organic cistus survival, renewal and rebirth . For centuries it has been essential oil brought the company to Puebla de Guzmán the foundation of Andalucía’s landscape, and the in 2002 . At the time, neither the distillery nor the cistus unlikely resource upon which local wildlife, farming and oil was certified organic; Aveda initiated a conversion, vegetation live in balance. In fact, cistus thrives in the partnering with Biolandes to help foster a smooth most rocky, arid soil, growing more fiercely and wildly transition in the challenging path from conventional in Andalucía than any other part of the world . Arid harvesting and manufacturing processes—to organic . conditions encourage the cistus plant to produce more The result is a transparent business model for organic resin—a key ingredient Aveda uses in its aromas and conversion, strengthened by partnership. Since 2005, as a powerful moisturizing agent in its Green Science™ the cistus oil from Andalucia has been organically firming skin care . certified by Ecocert,® a third party auditing company specializing in organic standards . Today, the cistus Since the early 20th century, the local people of oil Aveda receives from Andalucía is certified organic . Andalucía have harvested wild cistus and sold it to As a result, Aveda has doubled its purchase of certified European perfumeries and distilleries to produce into organic cistus oil from Biolandes, purchasing 90% oil. In 1989, Biolandes, a French company specializing of Biolandes’ certified organic cistus oil produced in essential oil extraction, set up a distillation factory in Andalucía . in the small rural village of Puebla de Guzmán, in Andalucía, and trained workers to harvest and process This sustainable business in partnership with cistus using Earth-sensitive processes. Employing Biolandes and Aveda continues to thrive, as does “Cistus is my life; those who are connected to the needs and nuances of Andalucia’s wild cistus plant . The partnership also it is my family’s life, the local environment, Biolandes brought the business assures a high integrity organic cistus essential oil for of cistus production back to its home, inspiring new Aveda professionals and guests—completing the cycle my children’s lives, jobs for its communities . These jobs enable some of sustainability . With cistus at its heart, the village of families to stay in their native region, rather than leave Puebla de Guzmán represents a small-scale ecosystem my heritage.” in search for work . Thus, the sustainable harvest tuned into community and Earth with harmony . As – Roman, Community member, and production of cistus oil supports local growth, renewable and traceable as the self-perpetuating livelihood and harmony . growth of wild cistus, the cycle from harvest to oil, Puebla de Guzmán, Andalucía from Soil to Bottlesm—is beauty in balance .

9 Visit www .aveda com. to learn more . SOURCING STORIES

rose and lavender from bulgaria Nestled in a valley at the foot of Bulgaria’s Balkan Aveda supports the distillery by purchasing large Mountains, near the small village of Tarnichene, are quantities of the exceptional oil, which has been grown fields of native lavender and rose and a distillery on organically and certified to USDA standards since 2002. which local villagers and many nomadic Romi people This ongoing purchase provides economic security for depend for their livelihood. The family-run Enio Bonchev the distillery, allowing the owners to provide additional distillery—which employs people to pick the blossoms benefits. They offer dental care to all full-time employees, and operate the distillery—is the main source of and for the field workers they hire a doctor to be on hand economy for the village, and the owners also provide in case someone becomes overheated or sick, provide food, clothing and access to medical care to their free breakfast and lunch for the workers and children that workers . Aveda helps supports this local economy by come with them, and supply the pickers with lightweight purchasing lavender and rose oil from Enio Bonchev . cotton t-shirts and hats to help protect them from the sun. Aveda has also donated funding to help increase the workers’ quality of life . The Enio Bonchev distillery presents a clear example of how a business model built on fair treatment and Picking lavender and rose is an incredibly labor- compassion for employees and the local community intensive process: field workers spend all day in the can be a success. It’s a system that benefits everyone hot summer sun cutting the stems by hand and loading involved . Season after season, word spreads about the blooms into carts . Many distilleries cut costs—and the Enio Bonchev distillery and the respect for the jobs—by using machinery for this process, but the Enio workers; the fields once again fill with people and Bonchev owners prefer to keep jobs in the community, the cycle continues . and in doing so they produce a purer oil since hand cutting means fewer stems go into the batches . When picking season is over, the workers cull and replant the fields and compost leftover plant material back into the soil. “This is our land,” says co-owner Filip Lissicharov. “We feed it and nurture it because it feeds and nurtures us. It is our freedom, our home, our health—everything we need in this life ”.

Visit www .aveda com. to learn more . 10 SOURCING STORIES sandalwood from australia

Deep in the desert plains of Western Australia, Aveda partnered with Mt. Romance—an Australian- indigenous people, long familiar with inequality and based producer of sandalwood oil—to seek to pay fair exploitation, are able to forge a stronger economic market value for indigenous sandalwood oil . Together future from the harvesting of an ancient tree that they helped fund the creation of the Songman Circle grows wild on their native lands: sandalwood . This of Wisdom—a corporation owned and operated by tree is a vital link between indigenous Australians indigenous leaders that created the first protocol and their ancestral home, allowing them to make for indigenous raw material certification and set the a living from the land they cherish . As a result of standards for sustainable indigenous harvesting . Aveda’s commitment to purchase sandalwood from the The Songman Circle works to facilitate fair business indigenous harvesters at a fair price, they now receive relationships between indigenous sandalwood fair pay for their work . Aveda also provided investments harvesters and the world market, and help indigenous and grants that helped create financial and cultural people preserve their native culture . opportunities within the indigenous communities . The results in Western Australia have been profound . Most sandalwood on the market today originates Support from Aveda, Mt. Romance and the Songman from India, Indonesia and Nepal, where the trees are Circle helped indigenous harvesters purchase their often unethically poached and unsustainably over- own private collectors’ licenses, allowing them to raise harvested. In 2002, alarmed by the endangered status their prices up to nearly four times more than before, of the trees, Aveda went in search of a new source and Aveda agreed to pay a premium for wood collected and discovered the pure, wild-harvested sandalwood by indigenous harvesters who don’t yet have a license . of western Australia . Here the sandalwood tree is a Aveda sources 100% of its sandalwood essential government-protected species, with annual sustainable oil through Mt. Romance, only purchasing oil that is harvest quotas . However, what Aveda found was a certified by the Songman Circle—which ensures the business system that favored landowners with private material is indigenously-harvested with respect for property licenses that allowed them to charge a the environment and traditional culture—and distilled premium for the sandalwood that grows on their land . by steam instead of petrochemical solvents . The indigenous people harvesting the wild sandalwood trees of their ancestral lands were being paid far less The sandalwood harvesters of western Australia for their harvest—sometimes as little as 25% of what prove that fair access to the global market creates private landowners could charge . equality and opportunity for indigenous groups and helps them to create a more prosperous, economically stable future .

11 Visit www .aveda com. to learn more . SOURCING STORIES turmeric and amla from india

Ayurveda is an ancient holistic system of healing that Amla is grown at the independent Devarashtre farm, strives to create balance in body, mind and spirit . one of many that works with Nisarga—which helped to Ayurveda means “the science of life” and it has been certify the land as organic, paying the costs that make central to Aveda since the very beginning, when we first certification a barrier for many small farms. Villagers partnered with the Ayurvedic Doctors Vinod and Kusum harvest the amla by hand, removing the seeds and Upadhyay.* They have helped us to tap 5,000 years of drying the fruit before shipment for processing . Ayurvedic wisdom in creating our products, including some with powerful, high-performing Ayurvedic herbal At the processing plant, Nisarga employs an extracts . environmentally friendly extraction method using carbon dioxide, which leaves no toxic residues In keeping with Ayurvedic principles—and because of and works at a lower temperature—yielding highly our concern for the Earth—Aveda is committed to using potent extracts . organic ingredients . This has led to another Ayurvedic partnership, between Aveda and the Indian firm, Because of the company’s concern about the dangers Nisarga . of chemical fertilizers and pesticides, Nisarga works to encourage farmers to convert to organic agriculture . Nisarga—which means “nature” in Sanskrit— They have held regular seminars for about 35,000 grows Ayurvedic herbs using organic and biodynamic farmers over the years, convincing many to go organic . agriculture . The firm owns farmland and also partners Nisarga pays the organic certification costs for their with locally owned organic farms to produce the farmer partners and also provides ongoing educational Ayurvedic herbs ordered by Nisarga’s customers . support to help make conversion successful . We’ve partnered with Nisarga to source organic turmeric and amla for use in some of our products . Our support of Nisarga is helping them to expand organic farming, which is better for the Earth, the Turmeric grows at Nisarga’s organic Umbari farm, farmers—all of us . which creates jobs for nearby villagers planting the fields, harvesting the rhizomes, then steaming, drying and polishing them for shipment .

* They practice Ayurvedic medicine and conduct Ayurvedic research at Maharshi Bhardwaj Clinic and Research Centre in Haridwar, India.

Visit www .aveda com. to learn more . 12 SOURCING STORIES urukum from brazil In the upper reaches of the Amazon River in Brazil, were developed and refined, and a third party processor along the Rio Gregorio tributary, are the lands of the was identified . Yawanawa people, an indigenous community whose homeland encompasses 174,800 hectares of ancestral During the 2000s, much progress was made through the rainforest and clearings for river-bank villages and further reestablishment of traditional culture, modern scattered hunting camps . health care, food security improvements, and—most important to the tribe—securing an official title to their The story of Aveda’s distinctive source for urukum— traditional lands. During this time, the Yawanawa were commonly known as annatto—is the account of the able to provide Aveda with a steady source of urukum resurgence of this Brazilian indigenous community, for use in various cosmetic products and packaging . whose use of this vivid orange-red pigment for traditional However, in 2008, a leadership split occurred . Although face and body designs inspired Aveda when its founder the Yawanawa remain firmly committed and unified first met the Yawanawa over twenty years ago . Since then, about land preservation, the Yawanawa people now Aveda has sought to use this material in various products follow two different leaders and the urukumm supply and packaging at different times and with the Yawanawa has been interrupted for several years . have developed a relationship that has seen many successes and some important challenges . While this relationship has had challenges over time it continues to evolve and is an impressive story about Yawanawa and Aveda Build a Relationship a company and an indigenous community working Urukum pigment—which comes from the seeds of a spiky together to help protect its biodiverse ancestral fruit—is vital to Yawanawa spiritual and cultural life. It rainforest in the Amazon . helps them express their individuality and, for special ceremonies, they paint their skin with intricate geometric Looking to the Future patterns that are significant tribal symbols, or rub the Aveda continues to support the development of a urukum evenly on their bodies . Each design is unique new urukum supply from the communities that make and each person is an artist . This creative and beautiful up the Associação Sóciocultural Yawanawa (ASY), to use of a widely-available ingredient drew Aveda to the compensate those communities for the use of image Yawanawa as a special source of annatto supply . rights in brand communications, and to fund other community projects . Simultaneously Aveda is working While annatto pigment is an inexpensive food coloring with the entire Yawanawa people to identify future grown commercially by others in tropical areas, Aveda opportunities for them to achieve true sustainability has chosen to work with this community because of our and economic independence . While still early in this commitment to supporting traditional farming as well process, opportunities for them to receive payments as helping protect indigenous cultures and their deep for “ecosystem services”—e g. . carbon sequestration, wisdom, such as intimate knowledge of botanicals . watershed and biodiversity protection—for protection of their pristine forest are being explored together . The conversion from traditional tribal use of a wild- Aveda will continue to work with and support all of harvested crop to a cultivated raw material was not an the Yawanawa to achieve a long-term, successful easy process. During the first 10 years little urukum was outcome for what has been a truly remarkable actually produced while production and processing skills 20-year relationship.

13 Visit www .aveda com. to learn more . ecocert ® certification

Q: What does Ecocert organic certification mean? Q: Will Aveda launch more certified organic products in the future? A: Founded in France, Ecocert is a private international organic certification A: Aveda believes that supporting organic agriculture is the first step toward truly agency offering certifications in more than 80 countries, making it one of the sustainable agriculture . We feel that progressively increasing organic ingredients largest certification agencies in the world . Ecocert was the first certification in our products—which exponentially increases the tonnage we purchase— agency to develop standards for natural and organic cosmetics . The Ecocert is a more authentic way to support organic agriculture than marketing organic Greenlife division is responsible for private personal care organic and/or natural products . Through this philosophy, we have increased our organic certified standards. In order to receive Ecocert organic certification, a beauty product oil and raw herbal ingredient purchases from an approximate tonnage volume must meet or exceed the following standards: of 25% in 2000 to more than 90% today. We will seek organic certification on • 95% of the product (including water) must be of natural origin future finished products as appropriate, but this is not our priority . • 95% of plant materials must be certified as organic • 10% of the total ingredients must be certified as organic • The product must be manufactured in a facility that meets Ecocert’s standards

Q: Why did Aveda pursue organic certification on the Stress-Fix™ franchise? A: Obtaining organic certification reinforces Aveda’s commitment to environmentally responsible sourcing practices, botanical science and organic agriculture around the world . As a leader in the organic ingredient sourcing, Aveda is among the largest purchasers of certified organic essential oils in the personal care industry .

Q: What other Aveda products are Ecocert Greenlife certified organic? A: In addition to the Stress-Fix™ franchise, we have obtained Ecocert certification on the following Aveda Pure Essences: • Bergamot • Helichrysum • Cedarwood Atlas • Lavender • Camomile German • Lemon Tea Tree • Clary Sage • Neroli • Eucalyptus • Patchouli • Geranium • Sandalwood • Ginger • Vetiver • Grapefruit • Ylang Ylang Complete

Visit www ecocert. com/en. to learn more . 14 aveda and cradle to cradle®

In support of our mission “to care for the world we live in,” Aveda has embraced Aveda is committed to these principles and has applied C2C design principles in the the Cradle to Cradle (C2C) concept and philosophy as a key element of acting development of our products and packaging for the past seven years. Reflecting the responsibly . C2C is a design philosophy that focuses on creating things that are success of this process, we have had several key products certified to the rigorous good for the earth and for people (“eco-effective”) rather than creating things that C2C criteria (Dry Remedy™ Moisturizing Shampoo & Conditioner, Smooth Infusion™ are simply less bad (“eco-efficient”). There are three fundamental C2C principles, Shampoo & Conditioner, Aveda Men Pure-Formance™ Shampoo & Conditioner, which we describe in our words: Invati™ Exfoliating Shampoo & Thickening Conditioner and more to come) . We also Eliminate Waste and Create Something GOOD . continuously strive to improve our business practices to reflect C2C’s overarching philosophy of striving to become “eco-effective.” In nature, there is no waste. Everything gets used or is returned back to the earth to nurture it . At Aveda, that is our goal . We are committed to developing The positive vision of C2C fits Aveda’s mission, our commitment to doing business products that can be responsibly sourced, manufactured, used and then in a responsible, sustainable manner and our long-term commitment to the Ceres returned to the biosphere (the natural world) and packaging with high levels Principles . For deeper insight into our many achievements and commitments, see of post-consumer recycled (PCR) content that can be continuously cycled in the Aveda Earth & Community Care Report. Aveda is pleased to be among a growing the technosphere (the industrial world) . number of businesses and organizations around the world that support this important design philosophy . Use Renewable ENERGY . Renewable energy is important to us at Aveda. Traditional fossil fuel use * Per a review of WWD Beauty Report International Top 100 Cosmetic Manufacturers’ Corporate Websites in April 2007 . The wind energy goes into a utility grid from which we draw power . creates wastes like greenhouse gases while alternative energy sources like solar and wind power do not . At Aveda, we are proud of our commitment to renewable energy. In fact, we were the first beauty company manufacture with 100% certified wind power.*

Celebrate DIVERSITY . There is strength in diversity . Aveda has been committed to supporting biodiversity (the interconnected web of nature) as well as the diverse cultures around the world that help protect it through their traditional agricultural and wild-harvesting practices. We have even redeveloped our own native landscape at our headquarters in Minnesota to provide habitat for the diverse birds and wildlife that grace our campus .

15 Visit www epea-hamburg. org. to learn more .