Model Arizona Muse takes on new role to champion vegan haircare

Arizona Muse has been the face of campaigns for some of the world’s most acclaimed brands, devoting herself to the cause of environmental sustainability. Photo: Aveda

High-performance, plant-infused hair and personal care brand Aveda has gone 100% vegan, doubled down on sustainability and engaged model and climate activist Arizona Muse as its first-ever global advocate for sustainability.

During a media event held online, the brand detailed their sustainability milestones that aim at helping to further decrease its impact on the planet every year.

In her newly created role, Muse will champion the brand’s sustainability initiatives, educating around conscious choices that individuals can make to help foster environmental change; leading conversations with other thought leaders and sharing sustainability news on behalf of the Aveda brand.

Muse has been the face of campaigns for some of the world’s most acclaimed brands, devoting herself to the cause of environmental sustainability in 2016 after realising that, as a model, she didn’t know where the clothes she was wearing and helping to sell came from.

Since then, she has delved deep into self-education about the climate crisis we face, learning as much as she can and recently started applying this knowledge as a sustainability consultant.

As a stalwart of the industry, she acts as a bridge between the worlds of fashion and environmental activism, using her platform to educate, engage and take action for change.

A pioneer in cruelty-free beauty and environmental responsibility, the brand sets sustainability milestones that will help to further help to decrease its impact on the planet every year.

The brand has transitioned to using ingredients that are non-animal based. Photo: Aveda

The brand’s transition to going fully vegan has been an ongoing process, as Aveda has been cruelty-free since it was founded in 1978, and was largely vegan with the exception of some products that contained honey, beeswax and beeswax-derived ingredients in a limited number of products.

“Removing beeswax was one of the biggest challenges for Aveda formulators because it helps to create texture, structure, colour payoff and smoothness," explained vice president of research and development Christine Hall.

“One common alternative to beeswax for lip products specifically is synthetic beeswax, a wax that is petroleum derived. But at Aveda, because we are committed to maximising our use of naturally-derived ingredients, we opted instead to create a unique blend of plant-based butters and waxes that are strong enough for application, but also feel good on your lips.”