Global sustainability leader Aveda today announced it has become the first beauty company in the world and only the second U.S. company in any industry to receive a Cradle to Cradle (C2C) sustainability endorsement, with seven Aveda products achieving Gold Level C2C certification.

“As the first beauty company to achieve Cradle to Cradle endorsement, Aveda is recognized as a leader in intelligent design,” said Aveda President, Dominique Conseil.

“Designing and manufacturing products can be environmentally responsible when environmental goals are factored into the concept at the very beginning. At Aveda, we believe that authentic beauty cares for the environment which we inherited from elders, and will leave to generations that follow.”

Aveda’s C2C certification and endorsement are the culmination of 30 years of socially and environmentally responsible business practices.

Aveda’s C2C endorsement is expected to signal an important change within the beauty industry and catalyze sustainable product development and manufacturing. “We can change the world by changing the way the world does business,” said Conseil.