In the past decade, there has been growing global awareness towards environmental issues. People are increasingly protective of the natural environment, and we’ve all embraced our inner hippies and probably considered tree-hugging at one point. But when it comes down to products that we use on a day-to-day basis (like shampoo or lotion), let’s admit that we’re a lot less conscientious. Besides, how we can be sure if plant-based ingredients actually work?

So when retail specialist Luxasia brought in Aveda, a 36-year-old natural beauty company from Minnesota, something tells us that a trend is taking shape. Priding itself on being ethically-correct, the brand recently launched its flagship store on the first level of Greenbelt 5. Rooted in Ayurvedic alternative medicine, the coming of the brand is indicative of the growing conscientiousness and discerning tastes of the Filipinos towards beauty products—especially hair care. Aveda’s vice president in the Asia Pacific region, Alfonso Emanuele, cites the Philippines as an important market. “Nowhere else is the hair so important. Here, it’s almost 50-percent of the beauty category.”

The irony of a western brand is schooling parts of Asia on traditional eastern concepts (Ayurveda originated in India) isn’t lost on us, but Aveda is the real deal. Founded by hair stylist Horst Rechelbacher, christened the “Father of Safe Cosmetics,” he founded the brand after a six-month visit to India where he immersed himself in holistic Ayurvedic traditions and studied the cosmetic applications of herbs and plants. Created in 1978 with the singular vision of producing cosmetics completely free of toxic chemicals—a completely unconventional concept at the time—he lived by the ethos: “Don’t put anything on your skin that you wouldn’t put in your mouth.” To demonstrate this with his own products, he often drank hair spray and other products by Aveda at sales conventions. He wasn’t kidding.

But the brand didn’t become world-famous for being natural (and edible)—the products really work, counting celebrities like Kylie Minogue, Kate Bosworth, and Christina Hendricks as fans. Other than stocking their shelves chock-full with a variety of shampoos, conditioners, and styling products, Aveda also offers an equally diverse selection of skincare, the most divine-smelling (and chakra-balancing) body mists, and even makeup. The best part in indulging? “You’re sure it’s right for (you) and mother earth,” says Luxasia country manager Mutya Laxa-Buensuceso. Hear, hear!

Aveda. G/F Greenbelt 5, Legazpi Street, Legazpi Village, Makati City

Photos by Patrick Segovia