MINNEAPOLIS -- AVEDA, a purpose-driven pioneer of plant-powered, high-performance beauty announced its debut in the U.S. Amazon Premium Beauty store, bringing its assortment of vegan hair, skin, body and lifestyle products to new consumers across the country.

“With the launch of AVEDA in the U.S. Amazon Premium Beauty store, we’re not only introducing more people to the world of AVEDA but also highlighting our incredible network of salons,” said Shane Wolf, President AVEDA & Hair Care. “This new online experience gives a glimpse into our world of high performance, vegan hair care for all - from new innovations to iconic classics.”

Amazon customers can shop a wide selection of AVEDA products, including its best-selling franchises Botanical Repair™ for bond building and repair, Invati Ultra Advanced™ for thinning hair concerns, and Be Curly Advanced™ for targeted care for curls, coils and waves. Shoppers can also explore signature aroma collections like Shampure™, Rosemary Mint and Cherry Almond, must-have body care essentials like Hand Relief™ and styling offerings like the Aveda Wooden Paddle Brush.

AVEDA’s U.S. Amazon Premium Beauty store features an immersive Hair Care Guide - an educational experience page created in partnership with salon professionals from the AVEDA network. This guide includes videos, product highlights, and storytelling to help consumers recreate their salon style at home.

Since its founding, AVEDA has been guided by its mission to care for the world. AVEDA is a proudly vegan, Leaping Bunny Approved, certified B Corporation, that raises awareness and funds for clean water initiatives worldwide. AVEDA prioritizes care for the “whole you,” combining modern science and the ancient art of Ayurveda to provide holistic, ritual based products and services that meet the needs of consumers and professionals alike.