Aveda launches in India
The US-based haircare brand Aveda has launched in India with a range of products designed to cater to Indian consumer’s needs and based on Indian Ayurvedic principles.
As Aveda’s products are inspired by Ayurveda, the brand hopes to tap into India’s growing Ayurveda-based beauty market with its country launch. The American brand’s products are available online at Flipkart and Amazon India among other multi-brand e-commerce retailers.
“We believe in the power of plants, like the Invati Advanced line, a 98 per cent naturally derived system that’s been formulated to help maintain long hair,” Amanda Le Roux, Aveda International’s vice president, told Elle India about what kind of products are now available in India. “It uses Ayurvedic herbs (including ginseng and certified organic turmeric), and Aveda’s patented bio-fermented blend to invigorate the scalp.”
Other products that are now available include the Damage Remedy line. “Hair damage is one of the biggest hair concerns in India and globally,” said Le Roux. “Our Damage Remedy Daily Hair Repair is a 98 per cent naturally derived leave-in treatment that reduces breakage and is clinically proven to repair hair.”
Aveda was founded by Horst Rechelbacher 40 years ago and uses mostly plant-based ingredients that are both vegan and cruelty free. The brand began with Rechelbacher’s home made clove shampoo inspired by two Ayurvedic doctors he met in Rishikesh at a retreat. The brand uses recycled packaging and renewable energy and all products must adhere to Rechelbacher’s guidelines.
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