Aveda has named its first-ever Global Advocate for Sustainability — model and climate activist Arizona Muse.

Muse will help spread the word about Aveda’s sustainable packaging and vegan formulations.

In this newly created role, Arizona will work alongside Aveda to champion the brand’s sustainability initiatives, educating around conscious choices that individuals can make to help foster environmental change; leading conversations with other thought leaders and sharing sustainability news on behalf of the Aveda brand,

Aveda also just announced that all its products are now vegan — and reformulating was no easy task. “Removing beeswax was one of the biggest challenges for Aveda formulators because it helps to create texture, structure, color payoff, and smoothness,” explained Christine Hall, Aveda’s VP of Research and Development.

Hall continues, “One common alternative to beeswax for lip products specifically is synthetic beeswax, a wax that is petroleum derived. But at Aveda, because we are committed to maximizing our use of naturally-derived ingredients, we opted instead to create a unique blend of plant-based butters and waxes that are strong enough for application, but also feel good on your lips.”

Aveda Global Brand President Barbara De Laere adds, “We are thrilled that we can now further decrease our impact on the planet by offering 100% vegan products, and for our partnership with Arizona Muse, an authentic ambassador who is both a pioneer and a force for change.”

More About Arizona Muse 

Arizona Muse is a world-renowned fashion model and climate activist who has been the face of campaigns for some of the world’s most acclaimed brands. She devoted herself to the cause of environmental sustainability in 2016 after realizing that, as a model, she didn’t know where the clothes she was wearing and helping to sell came from.

She acts as a bridge between the worlds of fashion and environmental activism, using her platform to educate, engage and take action for change.

Spreading the Word About Aveda’s Sustainable Packaging

Muse often spreads the word about the importance of sustainable packaging — and Aveda was the first 100% post-consumer recycled PET. Today, more than 84% of its skin care and hair styling PET bottles and jars contain 100% post-consumer recycled materials. Muse says,  “Aveda has made huge efforts to not use virgin plastic or petrochemical plastic in their packaging.”

Muse has been using Aveda products since childhood, and says, “Aveda is a company that I have long admired for creating the most beautiful products that work for my hair, smell amazing and are also responsibly manufactured. I believe wholeheartedly that you don’t have to compromise luxury or performance for planet-friendly products, and Aveda delivers on that.”

Muse adds, “I am proud to be working with a brand that shares my values.”