THE WHAT? Lauder-owned Aveda has named its first Sustainability Advocate as part of a wider drive to become more eco-friendly, according to a report published by WWD. Arizona Muse will front the brand’s sustainability efforts.
THE DETAILS The brand has also announced that it is fully vegan – timed to coincide with the ever-more popular Veganuary movement – with beeswax replaced with plant butters and waxes in formulas globally.
THE WHY? As the global economy follows a K-shaped recovery, green has become prestige’s passport onto the upper tier. Sustainable brands are the future.