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Ethical brand ratings and accreditation since 2001

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How ethical is Aveda?

Aveda is a brand of hair care products which has a below-benchmark score on The Good Shopping Guide’s Ethical Shampoo & Conditioner Ratings Table. Although Aveda has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in Aveda if it submitted itself to apply for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement.

Find out more about the ethical issues facing the Ethical Shampoo & Conditioner sector.

What does Aveda do?

Aveda is an American cosmetics company founded in 1978 which is now owned by Estée Lauder Companies.

In which areas does Aveda perform poorly?

Aveda was marked down under our criteria for Animal Welfare as the brand’s parent company, Estée Lauder Companies, states that it does use animal testing when required to do so by law.

Aveda was also marked down under our criteria for Vegetarian/Vegan products due to a lack of vegetarian products in its range. Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of Aveda’s record

The promotion of skin-lightening cosmetics and skincare by well-known cosmetics corporations including Estée Lauder has drawn criticism as these practices foster colourism.

In which areas does Aveda score well for its ethics?

Aveda receives a high score for its Environmental Report as Estée Lauder’s Social Impact and Sustainability Report 2021 includes a number of objectives and measures of environmental advancement. We found no criticisms relating to Nuclear Power, Fossil Fuels or Armaments, so Aveda scores well for these criteria.

How can Aveda improve its ethical rating?

The below-benchmark score that Aveda is awarded with on The Good Shopping Guide’s Ethical Shampoo & Conditioner Ratings Table is the result of an evaluation of multiple ethical criteria.

To reach our minimum ethical benchmark and qualify for Ethical Accreditation, Aveda has some issues to resolve, including its use of animal testing and lack of certification. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give Aveda some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our ethical mark, showcasing to consumers that it is an ethical and sustainable brand. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Irresponsible Marketing


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating