Aveda, the Estée Lauder Cos. Inc.’s 30-year-plus environmentally friendly beauty brand, has become the first beauty division to receive a Cradle to Cradle (C2C) sustainability endorsement, a recognition that applauds a company’s efforts in developing products with a goal of eliminating waste.
Aveda received Gold C2C designation for seven products and Silver C2C designation for its packaging. The Gold certified products are: Aveda Smooth Infusion Shampoo and Conditioner; Aveda Dry Remedy Moisturizing Shampoo and Conditioner; Aveda Men Pure-Formance Shampoo and Conditioner, and Green Science Firming Face Creme. The endorsement comes from sustainability consultancy McDonough Braungart Design Chemistry, LLC (MBDC), the firm that pioneered the concept of Cradle to Cradle design, and Hamburg, Germany-based Environmental Protection and Encouragement Agency (EPEA), its affiliate.
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