1.3 Company Milestones

Horst founded Aveda in 1978 with his first product, a clove shampoo he created in his kitchen sink.

The Vision

Horst wanted to create a company to provide high-performance, plant-based products that would be better for beauty industry professionals, their guests, and the planet. He led Aveda until selling it to The Estée Lauder Companies in 1997.

Since then, Aveda has expanded beyond the United States into new regions and countries.

Wind Power

Aveda became the first beauty company to manufacture products using 100% certified wind power.

Earth Month

In 1992, the company launched its first in-salon Earth Day event, the precursor to the Earth Month campaign still in effect today.


Aveda prides itself on sourcing partnerships around the world.

The first partnership was formed with the Yawanawa tribe in the Brazilian rainforest in 1993 for Uruku pigment .