Aveda reaches sustainability milestone with climate activist Arizona Muse as first-ever global ambassador

This is the first time the hair care brand has named a global ambassador to speak out on its behalf against climate change

Salon favourite hair care brand Aveda has appointed climate activist and American-British model Arizona Muse as its Global Advocate for Sustainability, becoming the brand’s first-ever global ambassador.

In the newly created role, Muse will work alongside Aveda on its sustainability initiatives and educate consumers to make eco-conscious choices.

“Today marks a really exciting moment for our brand as we share with the world our continuous commitment to sustainability,” said Aveda’s Global Brand President, Barbara De Laere.

“Aveda was founded by a world class hairstylist, environmentalist and activist who strongly believed that you shouldn't have to compromise high-performance for vegan, sustainable ingredients or decide between creating beautiful products or being more environmentally and socially responsible.”

Muse’s career in fashion – in which she has walked for Chanel, Prada and Tom Ford – has led her to speak out against fast fashion brands.

Last year, she kickstarted her own campaign with the fast-growing Extinction Rebellion movement, an organisation backed by actress Emma Thompson and novelist Philip Pullman, to address the negative impact fast fashion is having on the planet.

Speaking about her new appointment, Muse added: “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 performance for planet-friendly products and Aveda delivers on that.

“Being named their Global Advocate for Sustainability is such an honour for me and I am proud to be working with a brand that shares my values.”

The decision cements Aveda’s reputation as a brand for a sustainable future.

Having repurposed 85% of its hair care packaging to be made of 100% post-consumer recycled plastic, the brand has also registered its products under the Wildlife Friendly Certification to ensure its product supply chains are not harmful to animals.

Most recently, Aveda has reformulated its entire collection to be vegan-friendly, removing all beeswax and beeswax-derived ingredients from its products.