Some Aveda Products Obtain Cradle To Cradle Certification

by Owner on May 18, 2009

Aveda, a skin and hair care company, recently announced that several of its shampoos and other products had obtained the coveted Cradle to Cradle (C2C) Gold certification for being environmentally friendly.

The products that won certification are Aveda Smooth Infusion Shampoo (unisex), Aveda Smooth Infusion Conditioner (unisex), Aveda Men Pure-formance Shampoo, Aveda Men Pure-formance Conditioner, Aveda Dry Remedy Moisturizing Shampoo, Aveda Dry Remedy Moisturizing Conditioner, and Aveda Green Science Firming Face Creme.

C2C endorsement signifies efforts to develop products with environmentally-intelligent design that:

  • uses safe, sustainable, and healthy materials;
  • allows for material recycling and reutilization;
  • uses renewable energy or uses energy efficiently;
  • uses water efficiently;
  • is otherwise socially responsible.

The certification criteria are quite stringent and feature four tiers of increasingly strict certification–basic, silver, gold and platinum. The C2C process is, in short, a complete assessment of the entire product’s composition, manufacture, and life cycle to ensure that it is as environmentally friendly as possible.

One of the best things we can do to avoid greenwashing is to look for meaningful certifications by independent third parties that prove a product’s green credentials. C2C is one such credential we can rely upon to shop in a more environmentally responsible manner.

{ 3 comments… read them below or add one }

Pure Mothers June 5, 2009 at 4:40 pm

To boot – they are accepting our lids and caps (#5) to recycle – and not just their own lids! New program just launched at NY Fashion Week Spring/Summer 2009.

See my new post “Aveda Takes My Guilt-Laden Lids”


Erin Ely August 25, 2009 at 2:40 am

Of course we should applaud the cradle to cradle certification for these few products but… could this also be considered “green washing?”
does this offeset the 1000′s of products that are manufactured by Este Lauder, the parent company of Aveda, that are full of potentially carcinogenic chemicals?

While 7 out of literally 1000′s of products are cradle to cradle certified, what about the rest? does this offset all the chemicals that are being dumped into the water from their other products?


Joe Barrios August 25, 2009 at 10:00 am

I wouldn’t consider it greenwashing as far as THESE products are concerned, no. Would I prefer that all of Estee Lauder’s (or even Aveda’s) products were certifiably green? Sure. But 7 products is better than zero products, it’s a start. By demanding these products–and demanding more certified ones–we’re sending a clear message that consumers want environmentally responsible products. The more we do that, the more these profit driven companies will respond.


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