Aveda inks retail deal with M&S Beauty

The environmentally conscious brand will see its hero and best-selling collections hit the retailer’s shelves from July

Estée Lauder Companies-owned hair care brand Aveda has inked a retail deal with M&S Beauty.

The collaboration will see the brand’s hero and best-selling collections hit the shelves from 24 July.

Aveda’s General Manager for UK & Ireland, Luke Evans, said: “We are thrilled to be launching with Marks & Spencer Beauty - our values in environmental leadership and responsibility, alongside delivering high performance products to our customers are perfectly aligned to the vision of Marks & Spencer.

“We are delighted that from 24 July we will bring our naturally derived hair care products to their trusted audience.”

M&S Beauty currently stocks products from Barry M, Essie, Korres and L’Occitane, among others.

Head of Beauty Merchandising at M&S, Karen Day, added: “We are delighted to be launching Aveda with Marks & Spencer Beauty.

“This is a natural partnership for us, brought together by our similar visions, we strive to set an example for environmental leadership and responsibility through our Plan A initiatives, just like Aveda do through their incredible products.”

M&S’s Plan A initiative aims to build a sustainable future by enabling customers to have a positive impact on wellbeing, communities and the planet.

Day continued: “Our successful hair care category will benefit from the fantastic Aveda offering and so will our customers.”

Aveda was founded by hairdresser Horst Rechelbacher who owned a salon in Minneapolis, Minnesota.

The Austrian-born entrepreneur then adopted the Indian Ayurveda lifestyle and applied this to his business model to create Aveda later on.

Today, the brand has over 15 collections in nearly 40 countries across four continents.