We have opened our eyes and our hearts and we have taken the past several weeks to listen and learn to define how Aveda as a company can better stand with the Black community and stand up to systemic and systematic racism. Our mission is centered on a culture of care—that means to care for the Earth and all those who live in it.

We want to reiterate that we are in this for the long term, which is why we have identified several actions we will take to better educate and empower our employees, stylists and salons to understand how to actively stand against racism. Below are some of the actions we are taking and programs we are implementing to educate our network to create better diversity and equality for all.

And to commemorate Black history and celebrate the Black community, Aveda is providing all of our U.S. employees with paid time off on Juneteenth, Friday, June 19th. Our U.S. retail stores that are currently opened will be closed in observance of the holiday.

DONATIONS

To start implementing immediate change, we’ve donated to local nonprofits to support justice and equality.

We’ve contributed to Headwaters Foundation for Justice and other nonprofits in our hometown of Minneapolis. With more support and donations to come, we’ve only just begun.

INCLUSIVE MAKEUP

You asked, we listened.

We are reformulating our complexion category to be more inclusive. Stay tuned for more details on our blog about our progress.

REQUIRED EDUCATION

We are requiring mandatory Unconscious Bias training for all full-time employees in the United States.

We know change starts from within, and it’s critical to enforce this training as part of our corporate culture. We are also providing additional training to ensure managers have a deep understanding of the issues surrounding race and the workplace.

REPRESENTATION

We are committed to ensuring that the creative process behind our campaigns accurately and consistently represents the Black experience.

We will engage more Black talent both in front of the camera and behind the camera, and make certain our products meet the needs of our Black consumers.

OUR TEAM

We are committed to creating a workforce that is more representative of the Black community.

We’ll do this by doubling the number of diverse recruits from Historically Black Colleges and Universities and establishing stronger partnerships with Black organizations for recruiting.

WHAT’S NEXT

We will continue to listen to you: our employees, our Artists, our students, our owners and our customers. We will hold ourselves accountable and stay true to our mission of caring for the world we live in.