Aveda

Is Aveda an ethical brand?

Aveda, a cosmetics brand owned by Estée Lauder, receives a poor ethical rating as a skincare brand. Sadly, as evidenced by its subpar Good Shopping Guide rating in our Ethical Skincare Ratings Table, this brand currently disregards our fundamental ethical principles. Several adjustments must be completed before Aveda is eligible for Ethical Accreditation.

In what areas does Aveda perform well ethically?

Estée Lauder receives a top score for its lack of involvement in unethical practices such as the Nuclear power, Fossil Fuels and Armaments industries.

In what areas does Aveda perform poorly ethically?

Estée Lauder, the parent company of Aveda, is not cruelty-free, as it allows animal testing when allowed by law, which is confirmed in its Animal Welfare policy. Aveda therefore receives a bottom rating in the Animal Welfare criterion.

Additionally, for Irresponsible Marketing, Aveda receives a bottom rating. Procter & Gamble was sued in 2021 for its Old Spice and Secret antiperspirant sprays, which allegedly contained benzene, a known human carcinogen. P&G eventually settled this lawsuit for $8 million. P&G was penalised for this under our research, as it misled people about the safety of its products.

How can Aveda improve its ethical rating?

Based on numerous ethical standards, The Good Shopping Guide calculates Aveda’s score. Aveda needs to work on its low ratings, such as Animal Welfare and Irresponsible Marketing, before it is able to increase its overall score. Although this will be a long process, it is achievable if Aveda and Estée Lauder are committed to cleaning up their act.