The multi-day event was designed to find inspiration, learn new hairstyling techniques from respected artists, and share in Aveda’s mission to care for the world.
Published:Nearly 2,300 Aveda Artists, salon owners, industry professionals, speakers and guests gathered to celebrate artistry, environmental responsibility and care.
First Up
Aveda Congress kicked off with the traditional blessing from Chief Tashka and Laura Yawanawá, a tradition that has carried through multiple Congress events as a testament to Aveda’s enduring relationship and partnership with the Yawanawá.
Next, the President of AVEDA & Hair Care, Shane Wolf, spoke about the future of the brand and new stylist-focused programs designed to provide “care to the caregivers” and empower the Aveda salon network.
Abundant Blowout
The new product, which was created in partnership with Aveda Artists, appeared in several presentations, including a live demonstration with Aveda Global Educator and Artist, Bea Carmichael, who used a small crimper at the root of her model’s hair to create even more ‘90s supermodel volume.
Congress Mainstage
Editorial hairstylists Jawara and Charlie Le Mindu shared their hair stories, followed by presenations. Jawara a curated collection of textured hair looks accented by fans and floral hairpieces made with hair. The French-born artist, Charlie Le Mindu, who has worked with brands like Vivienne Westwood, presented an avant-garde collection set in “Charlie’s Cut Salon,” complete with dancers in hair costumes.
Caution
Aveda Artists Allen Ruiz and Luis Gonzalez presented their collaborative collection, titled “Caution,” with a bold, arresting palette of black and yellow Aveda hair color by Gonzalez and his VIDA Salon team, paired with Ruiz’s precise, inventive cuts. The collection was inspired by collaboration, mentorship, and how more editorial techniques can blend with commercial, salon-friendly looks.
Symbols of Resilience
Artist and Activist, Laetitia Ky shared a segment about vulnerability and strength. She shared how embracing her natural hair became both a reclamation of identity and the spark for her transformative art. Through her intricate hair sculptures, Ky translates personal experience into powerful symbols of resilience, beauty, and care that shape our world.
Animal Print Hair
The day ended with the Evening Performance presented by Aveda Senior Vice President, Global Artistry, Antoinette Beenders. Titled “Inspired by Nature,” Beenders’s presentation was inspired by Aveda’s founder Horst Rechelbacher and mission of care. The presentation included a demonstration of her “Feathered Fishtail” braid, which she previously styled at fashion shows in the 1990s, as well as a breakdown of the techniques used to create the animal-print hair color worn in one segment of the performance. Beenders also gave attendees a sneak peek at her forthcoming collection, which was inspired by sea creatures and featured precise cuts with V-shaped fringe and dynamic movement.
Other Highlights
~ Aveda Japan Creative Director, Masa Honda’s RE:GENERATION presentation, which focused on cells and how they multiply to create life.
~ The Aveda Texture Team’s showcase of a voluminous blowout, curly pixie, and defined curls; and a futuristic presentation called “Twinsburg” from London-based avant-garde hairstylist Sylvestre Finold.
~ Charity: water founder Scott Harrison returned to share his inspiring story and mission to provide clean water to all; Aveda first joined forces with charity: water in 2018 and has since helped raise over $6.7 million for clean water access.
~ An immersive experience area where attendees could learn more about Aveda’s naturally derived aromas, discover upcoming product launches, and have
their aura photographed, as well as experience the Aroma Bubble, which first appeared at Minneapolis Pride Festival.
Aveda Congress 2025 was a joyful celebration of the art of hair, a beautiful reflection of community and collaboration, and an enduring testament to the power, talent, and love of the Aveda network.
For more information about the brand, please visit www.aveda.co.uk.
Indulges each strand in a light-reflecting shine and immerses the senses with a calming aroma.
Published:A luxurious one-of-a-kind formula that illuminates, softens and strengthens each strand, leaving hair glossy, silky and 2X smoother with all-day frizz protection.
Miraculous Oil features a blend of botanical oils, including Tsubaki oil and Daikon Seed oil, combined with Aveda’s exclusive ferment derived from Camelina oil. A hair care first, Aveda’s Camelina ferment is rich in omega 3, 6 and 9 fatty acids, and was created to help leave hair soft and smooth with radiant shine. Tsubaki oil, traditionally used to infuse hair with shine and softness, is harvested in part from lands including Jeju Island, a UNESCO World Heritage Site in South Korea. Daikon Seed oil, prized for its ability to condition hair and add light-reflecting shine, is responsibly sourced from a cooperative of 50+ local farms in America’s Willamette Valley.
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Miraculous Oil transforms any self-care ritual with its calming aroma and luxurious texture.
Featuring Aveda’s signature pure-fume aroma with 25 pure flower and plant essences
including lavender, ylang-ylang and petitgrain, Miraculous Oil wraps hair in radiance and
senses in calm.
“For best results, add a couple of drops into your palms and distribute evenly throughout lengths and ends of wet hair. Blow dry in, and style as desired. You are left with incredibly smooth and silky hair. A little goes a long way!”
-Antoinette Beenders, Aveda’s SVP Global Professional.
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Builds new bonds at the hair’s cortex for intensive hair repair and strengthening.
Published:From past colour or chemical treatments to daily heat styling or the drying effects of the sun, hair damage makes its mark—but not anymore. Aveda’s NEW Botanical Repair™ Bond-Building Pre-Shampoo Treatment provides intensive repairing power, building new bonds within the hair cortex for restorative strengthening.
Designed to be applied to dry hair, it penetrates deep into the hair’s cortex. The pre-shampoo’s luxurious gel crème texture effortlessly glides through hair, protecting and realigning the fiber from root to tip. The treatment should remain on the hair for 5-10 minutes while Aveda’s BioTech Naturals plant-derived bond building molecule works to build new bonds deep within the cortex to restore strength and repair damage, resulting in hair that is 3X stronger and more resilient from the inside out .
Follow the pre-shampoo treatment with Botanical Repair™ Strengthening Shampoo and Conditioner.
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“We expose our hair to damage-causing culprits daily – from hair colour, heat styling, brushing or even the weather we encounter outside. I often get asked how to determine whether hair is damaged. Some key signs are if your hair looks dull or feels rough, has split ends, or ends that look more broken or thinner than the rest of your hair. With its repair and protection benefits, the Botanical Repair™ Bond-Building Pre-Shampoo Treatment is a star product to join the Botanical Repair™ collection. I love that it restores strength lost from damage due to chemical treatments, so I would always recommend that all hair colour guests start off their hair care regimen at home with this amazing new treatment,” – Ian Michael Black, Aveda’s Global Artistic Director of Hair Colour.
1. Repair at the cortex. Aveda’s plant-derived bond building molecule penetrates deep within the cortex to build new bonds for stronger hair.
2. Prevent at the cuticle. Aveda’s nourishing macro green blend of emollient rich Green Tea Seed, Avocado Oil and certified organic Sacha Inchi smooths and seals the hair cuticle without silicones.
3. Protect at the F-layer. Aveda’s Protective Bio-Shield Complex derived from coconut and corn ingredients creates a lightweight veil that mimic the hair’s F-layer for radiant shine from root to tip.
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The Products allow consumers to curate their personal regimen designed to target unique hair repair needs.
• Start – Botanical Repair™ Bond-Building Pre-Shampoo Treatment on dry hair and leave on for 5-10 minutes.
• Next – Cleanse with Botanical Repair™ Strengthening Shampoo, and condition with Botanical Repair™ Strengthening Conditioner.
• Weekly – Use the Botanical Repair™ Intensive Strengthening Masque in place of conditioner for deep conditioning and instant strength.
• Build Bonds – After cleansing and conditioning, apply the Botanical Repair™ Bond-Building Flash Treatment all over for 10 seconds.
• Style – Use the Botanical Repair™ Strengthening Leave-In Treatment and Botanical Repair™ Bond Building Styling Crème on damp hair.
• Treat – Use the Botanical Repair™ Strengthening Overnight Serum at night to lengths and ends at bedtime to wake with strengthened hair.
The Botanical Repair™ collection infuses hair with a fresh, light floral, herbal aroma containing certified organic ylang-ylang, rose, marjoram and other pure flower and plant essences. The layered aroma bouquet engages the senses, leaving hair smelling as luxurious as it feels.
Available in Aveda stores, partner salons, specialty retailers and aveda.com.
Through purchases of Aveda’s limited-edition Earth Month product.
Published:This Earth Month, Aveda, the purpose driven pioneer of high performance, plant-derived hair care, aims to change worlds with clean water through its support of global nonprofit charity partner, charity: water.
Aveda first launched its annual Earth Month campaign in 1999, and has since raised more than $72 million for hundreds of global and local organizations, providing clean water to more than 1.5 million people and protecting thousands of local watersheds. Together with charity: water, Aveda focuses on providing clean water, sanitation and hygiene to people in need during Earth Month 2025 and beyond. With access to clean water nearby, communities are healthier and have more time to go to school or earn an income.
There are various ways that Aveda is encouraging community action during Earth Month. Through purchases of Aveda’s limited-edition Earth Month product, joining Aveda’s Earth Month campaign activities, prioritizing water-saving habit shifts, or direct donations to charity: water.
“Earth Month is a time for us to reflect on and reaffirm our dedication to the mission that Horst Rechelbacher, Aveda’s visionary Founder, instilled. His unwavering commitment to caring for the world we live in continues to guide us as we champion initiatives for Earth Month and beyond. These efforts are not just events; they are a testament to our enduring responsibility to environmental stewardship and social impact. Through Earth Month, we honor Horst’s legacy by actively engaging our community and fostering a more sustainable future for all, ” – Shane Wolf, Global Brand President, Aveda.
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For this year’s Earth Month campaign, Aveda will be selling its Botanical Repair™ Bond Building Styling Creme (£22.00) – a multi-benefit styling cream that adds flexible hold and smooths frizz while building bonds for stronger hair. Created in a limited-edition 100ml size featuring special packaging designed by Artist Melissa Koby (@mkoby_). £12.00 from each sale* will go directly toward funding clean water projects with charity: water.
“When creating this design, I drew great inspiration from the visual representation of water’s natural movement, hopefulness, and connection – all of which I feel embodies Aveda’s Earth Month mission,”
– Melissa Koby.
Starting on World Water Day and throughout Earth Month 2025, Aveda is encouraging participation in the #AvedaCleanWaterChallenge – a social campaign of weekly focuses highlighting small but impactful habit shifts that contribute to global sustainability initiatives. The first three weeks cover counting how many times per day you access clean water, prioritizing eating vegan, and focusing on reusable and recyclable items in place of single-use plastics, respectively. These are followed by two key annual Earth Month activations for Aveda: ‘No Wash Day’ and ‘Aveda Walks for Water’.
On Earth Day, Tuesday, April 22, Aveda invites individuals to skip a hair wash as part of the brand’s #NoWashDay campaign. By forgoing a hair wash, participants can save an average of 6 gallons1 of water each day. Influencers and creators worldwide will champion the cause by highlighting their nowash styles featuring the limited-edition Earth Month product and other Aveda no-wash day musthaves like Shampowder Dry Shampoo, building support and momentum for #NoWashDay and inspiring followers to actively participate in the movement.
On Sunday, April 27, Aveda encourages its customers, partners, employees, network and everyone interested in this cause to join the Aveda Walks for Water initiative. Recognizing that people in developing countries walk an average of 3.7 miles daily to access clean water, Aveda aims to engage participants in a 3.7-mile walk in solidarity, raising awareness for charity: water and emphasizing the importance of universal access to clean water. Participants are encouraged to post about their walk on social media using #AvedaWalksForWater to further spread awareness for the cause. Join your local Aveda location on a walk or plan your own outing with family and friends. Small actions can make a big difference, and there is power in every step.
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In accordance with Aveda’s founding mission to care for the world we live in, the brand has pioneered and established new benchmarks of environmental responsibility in beauty for decades. Aveda prioritizes environmental leadership and responsibility across its entire business, with special emphasis on vegan and Leaping Bunny Approved formulas, responsible sourcing, responsible packaging, responsible manufacturing, and helping protect and provide clean water to people in need. Further, Aveda is a certified B Corporation, meeting high verified standards of social and environmental performance, transparency, and accountability.
To learn more about Aveda’s mission and sustainability initiatives, visit aveda.com/mission-of-care.
Skincare inspired plant-derived ingredients and Aveda’s newest hydration technology take scalp comfort and hair care to a deeper level.
Published:Thoughtfully designed to target scalp discomfort due to dryness, the NEW Scalp Solutions Hydrating Scalp & Hair Masque (RRP £48/€48) is powered by Aveda’s Biotech Naturals Moisture Recharge Technology to replenish scalp’s moisture barrier by 77%* with skincare grade hydrators.
This intensive, multi-tasking, velvety crème masque delivers indulgent, soothing scalp hydration while leaving hair soft, supremely hydrated, and 4X smoother**.
“It’s important to care for your scalp daily, like you care for your skin, to set a good foundation for healthy-looking hair. Keeping your scalp hydrated and maintaining your scalp barrier integrity is crucial, as dry scalps are more susceptible to damage, stress and premature visible scalp aging which can lead to dry, brittle or thinning hair that lacks luster and can be prone to breakage,”
– Christine Hall, Aveda Vice President of Research & Development.
Aveda’s Scalp Solutions Hydrating Scalp & Hair Masque works to recharge the scalp lipid matrix (the bit that keeps water in to preserve the scalp’s barrier). The Scalp Solutions Hydrating Scalp & Hair Masque features Aveda’s Biotech Natural Moisture Recharge Technology, a rich botanical blend of high-tech skincare grade super hydrators, including vegan squalane. It replenishes the scalp moisture barrier resulting in dual-impact soothing hydration for both scalp and hair.
“Squalane is an important ingredient in skincare and scalp care because of its hydration and moisture replenishment benefits. Our vegan squalane is derived through biofermentation, using responsibly sourced sugar cane as the starting material. Fermentation is one of the ways Aveda merges modern methods of technology with nature to obtain the best ingredients for our formulations while maintaining our commitment to using naturally derived ingredients,”
– Alison Pawlus, PhD Pharmacognosist and Aveda Principal Scientist.
Backed by research from world-leading scientific authorities in scalp biology, Aveda’s Scalp Solutions leverages botanical adaptogenic scalp science to deliver a holistic high-performance and wellness-inspired approach to scalp care. The Hydrating Scalp & Hair Masque joins Aveda’s Scalp Solutions collection of botanically powered products designed to soothe scalp irritation and fight visible signs of premature scalp aging for healthier looking hair.
For more information visit Aveda online, or follow @avedauk on Insta.