Aveda cleans up with new shampoo bar to provide safe water for all this Earth Day

The sustainable hair care brand will donate sales of its new Shampure Nurturing Shampoo Bar to non-profit charity: water to raise more than $2m

Eco-friendly hair care brand Aveda is on a mission to bring clean water to those who need it most in honour of Earth Month this April with the launch of its latest shampoo bar.

The Estee Lauder-owned brand has teamed up with non-profit organisation charity: water to raise more than $2m to provide clean water to people in need in India, Nepal, Madagascar and Ethiopia through sales of its new Shampure Nurturing Shampoo Bar and other initiatives.

From its launch on 1 April, the brand will donate $5 from the sale of every Shampure Nurturing Shampoo Bar, as well as its Discovery Sets, which feature products from its best selling Nutriplenish, Botanical Repair and Invati Advanced lines, to fund charity: water's efforts.

In addition, Aveda has pledged to donate 100% of all online sales at its website aveda.co.uk on Earth Day, which falls on 22 April, to charity: water, up to $600,000.

Created to care for the hair and the planet, the limited edition Shampure Nurturing Bar is said to gently cleanse and provide weightless, long lasting nourishment to hair, while the product is also silicone-free, sulfate cleanser free, cruelty-free and vegan.

The solid product also features zero plastic packaging and is housed in 100% post-consumer recycled fibre, helping to save 2 tonnes of plastic which is the equivalent of 180,000 water bottles, according to Aveda.

To date, Aveda has contributed almost $65m towards environmental causes since its founder Horst Rechelbacher created the brand's annual Earth Month campaign in 1999.

Now, the company hopes that its latest launches will inspire consumers to get involved with charity: water's efforts, which have funded more than 29,000 water projects globally to help 8.4 million people in developing countries access clean water, hygiene and improved sanitation.

Customers can shop the brand's Shampure Nurturing Bar (£14) and its Discovery Sets (from £20) from 1 April in-store and online at aveda.co.uk, as well as at participating Aveda salons and spas.

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