The range now includes a new bronzer, an updated and reformulated lip pigment line, together with a new eye accent and cheek/lip crème, all benefitting from the use of the annatto, which is a powdered pigment derived from urukum and mica, and is a light reflecting mineral.
Aveda says that this pigment delivers lasting color for all skin types, with the added benefit of being naturally derived, reducing the risk of toxicity and other drawbacks associated with synthetic pigments.
Tapping into the bronzed look
Tapping into the fashion for bronzing products, the range includes the bronzer and accompanying brush made from cruelty-free taklon bristles.
The bronzer has been formulated to include the skin conditioning ingredient tocopherol, a natural vitamin E soy that contains powerful antioxidants, said to help optimize skin health and complexion.
As well as including the annatto pigment, the new lip pigment contains Brazilian botanical oils derived from organic babassu, maracuja and pequi. It is also fragranced with an organic essential oil consisting of vanilla, anis, cinnamon and mint essential oils.
The reformulated lip pigment range comes with the addition of three new shades - arrowroot, maracuja and sheer ivory nut, adding to the ten other shades that were already in the line.
Conditioning complex
The new eye accent product has also been formulated with the annatto pigment and benefits from protecting botanicals of organic babassu oil and a cupuacu conditioning complex, which comes in four shades.
Completing the range is the cheek and lip crème, which, together with the addition of the natural pigment, also benefits from the same botanical and conditioning complex as the eye accent product and comes in three shades.
Aveda was founded by entrepreneur Horst Rechelbacher and was sold off to Estee Lauder in 1997. Since then it has become one of the company's strongest selling brands, particularly in the hair care category.