Sandra Says: I read about Aveda products being derived from plants. Wanting to move away from toxic products, I excitedly bought shampoo and conditioner. The first ingredients sound great…then the list grows with increasingly complex multi-syllable chemical words that I find hard to believe are just plants! Technically I suppose everything on earth comes from ‘nature’ but I was expecting plant extracts ONLY not plant extracts and the same old chemicals. Whats up here? Is it marketing hype?
The Left Brain laments:
Sandra, I think you guessed it…Aveda is mostly marketing hype. Consider Aveda’s Color Conserve Shampoo
Their ingredient list (as taken from Drugstore.com)
Aqueous Purified Water Extracts: Camellia Sinensis Extract, Citrus Aurantium Amara Peel Extract (Bitter Orange), Astragalus Root (Membranaceus) Extract (Milk Vetch), Schizandra Chinensis Fruit Extract, Pinus Tabulaeformis Bark Extract (Pine), Vitis Vinifera Seed Extract (Grape), Sedum Rosea Root Extract, Rehmannia Chinensis Root Extract, Ammonium Lauryl Sulfate, Disodium Laureth Sulfosuccinate, Lauramidopropyl Betaine, Cinnamidopropyltrimonium Chloride, Quaternium 80, PEG 7 Dimethicone C8-C18 Ester, Babassuamidopropyl Betaine, Guar Hydroxypropyltrimonium Chloride, Amyl Salicylate, Amyl Cinnamate, Lycopene, Lecithin, Tetrahexyldecyl Ascorbate, Tocopherol, Sucrose Palmitate, Stearamidopropyl Dimethylamine, Glycol Stearate, Glycol Distearate, Polyglyceryl 10 Oleate, Polyquaternium 7, Fragrance, Cistus Ladaniferus Oil, Glycerin, Citric Acid, Disodium EDTA, Propylparaben, Methylparaben, Methylisothiazolinone, Methylchloroisothiazolinone
They actually aren’t following the naming conventions of the INCI Dictionary because the term “Purified Water Extracts” is not an official name. If you strip away from this list all the stuff that is just marketing fluff, you’re left with the following ingredients that actually make the product work.
Water, Ammonium Lauryl Sulfate, Disodium Laureth Sulfosuccinate, Lauramidopropyl Betaine, Cinnamidopropyltrimonium Chloride, Quaternium 80, PEG 7 Dimethicone C8-C18 Ester, Babassuamidopropyl Betaine, Guar Hydroxypropyltrimonium Chloride, Stearamidopropyl Dimethylamine, Glycol Stearate, Glycol Distearate, Polyglyceryl 10 Oleate, Polyquaternium 7, Fragrance, Glycerin, Citric Acid, Disodium EDTA, Propylparaben, Methylparaben, Methylisothiazolinone, Methylchloroisothiazolinone
You have the same kind of formulas you find in conventional shampoos.
That includes water, detergents (ALS, disodium laureth sulfosuccinate, lauramidopropyl betaine), conditioning ingredients (all the ones after betaine up to fragrance), fragrance, adjustment ingredients (to make manufacturing easier), and preservatives (parabens, isothiazolinones).
And you’ll find many of these ingredients in store brands like Pantene, Suave, Dove, Fructis, Tresemme, etc. There is nothing particularly natural about Aveda shampoos anyway. They do have a requirement that all the ingredients can be traced back to some plant but ultimately, this is a ruse.
The Beauty Brains bottom line:
Aveda produces good, high quality products, but they are no more natural or good for you than anything else you can buy. They have some environmental stances that are laudable which may help make you feel better about buying them. But these marketing shenanigans sure make me lose faith in them.