Pioneer of holistic beauty, Horst Rechelbacher started AVEDA in 1978. Founded on the Indian healing traditions of Ayurveda, his legacy extends far beyond the label. Environmentally friendly production and anti-animal testing methods are at the label's core. Experience invigorating, healing aromas with every product. SUSTAINABLE STEPS — AVEDA is 100% vegan. The cruelty-free label donates to eco-conservation and incorporate bioplastic and post-consumer recycled PET in their packaging.