Like all other Estee Lauder brands, Aveda is no longer cruelty free! The hair care brand used to have a firm stance against animal testing. Aveda, just like MAC, has long been considered a great options for vegan as they were free of animal testing and many products did not contain animal ingredients. However, like other Estee Lauder brands, this stance changed in order to sell Aveda products in countries where it is required by law.
From the Aveda Frequently Asked Questions -
The Aveda Corporation is committed to the elimination of animal testing. We are equally committed to consumer health and safety, and bringing to market products that comply with applicable regulations in every country in which our products are sold.
We do not conduct animal testing on our products or ingredients, nor ask others to test on our behalf, except when required by law. We evaluate our finished products in clinical tests on volunteer panels.
From what I have been hearing, many are still finding Aveda products where the packaging states “cruelty free”. Unfortunately with this being an unregulated term, the company is still able to make this claim. Even the above statement is very confusing for those who aren’t used to the keywords that these companies use to say that they do, in fact, test on animals. This is why many people still believe that Aveda products are still cruelty free.
I find this extremely disappointing. Not only because Aveda was such a great resource for cruelty free and vegan hair care, but because they have done very little to let people know about the change in their animal testing policy. I think that we all hope Estee Lauder will let their formerly animal friendly brands eventually return to their cruelty free roots!