BEAUTY REPORTER
Grazia|January 2021
Ever since its inception in 1978, plant-based hair and personal care brand Aveda has been loved for being cruelty-free.

FORCE OF CHANGE

Ever since its inception in 1978, plant-based hair and personal care brand Aveda has been loved for being cruelty-free. As we step into the New Year, the brand has announced that all of their products across categories are set to be 100 per cent vegan. By going vegan, they’ve stopped using two of the most commonly used animal ingredients – honey and beeswax. And that’s not all – the brand has also signed on Arizona Muse as their new global ambassador. Model by profession but activist by heart, Muse has been vocal about the climate change crisis and is an advocate of sustainable living. We spoke to her about her association with Aveda and what she thinks of their new eco-conscious transition:

GRAZIA: When did you first start thinking about the environmental impact of the beauty and fashion industry?

ARIZONA MUSE: I started consulting after spending six years educating myself about climate change, fashion sustainability and everything that entails. I’ve taken a course from Cambridge on sustainable business management, read books, watched documentaries and been lucky to speak to many scientists. I sit on the advisory board of The Sustainable Angle and help to educate from my own social media platforms and by speaking on panel discussions and roundtables. I’m fascinated by the fashion supply chain and hope to play my part in ensuring the fashion and beauty industries work toward a regenerative future. Consulting brands on how to transition into this regenerative future is my passion. I love to see the results.

G: How do your ideals resonate with Aveda, especially as it transitions to being 100 per cent vegan?

AM: Aveda and I have so much in common. We share the goal of a regenerative future for our planet Earth and I’m over the moon to represent them.

G: Do you think beauty brands and campaigns are instrumental in change?

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