Part of why I started this ‘Instead of’ movement (@insteadofmovement) was to share tips on how to live a more sustainable life but in an approachable, fashionable, way. And also inspire brands to recognize they have choices when it comes to how they package their products and how they run their companies. For me Aveda embodies everything we’re all about. Efficacious products, mindful packaging, giving back… and frankly they’re cool.
Aveda partnered with Fashion Institute of Technology for their 13th Annual Sustainable Business and Design Conference + gala
Started in 1978 by one of my personal heroes and complete visionary Horst Rechelbacher with the vision to bring beauty professionals botanical products that would be good for them, their guests, and the Earth and its communities.
Antoinette Beenders, Global Creative Director of Aveda (2 min and 40 seconds in) and others share how they make a difference.
Aveda cares for the world we live in and sets an example for environmental leadership and responsibility. Antoinette Beenders, Aveda’s Global Creative Director participated in our first ever ‘Instead of’ video shown above and shared some of Aveda’s initiatives including their annual ‘Trashion Show.’
Lara Eurdolian and Claudine DeSola serving Williamsburg Pizza at the ‘Instead of’ launch party
It’s been a very ambitious year for me with evolving Pretty Connected to now include an accessories line and while there are days I’m spread so thin, I never want to lose site of my passion projects and using my voice to help make change. Mental health and how we treat ourselves, others and the environment has become a big priority for me. I’ve partnered with Claudine DeSole on a new ‘Instead of’ project where we aim to build a positive community that can be a resource and share ways to better ourselves, our work environment and promote sustainability while highlighting brands and individuals making real change.
What’s the most sustainable form of takeout? Pizza boxes! Guests enjoying Williamsburg Pizza over this eco-friendly jute rug from Nourison.
‘Instead of’ is a social media movement (follow us @insteadofmovement) that is all about taking small (to big steps) to make a major impact and create a more mindful community. The movement is less about telling you what to do and more about keeping our audience informed and offering resources so they are aware of the impact and ways we can be more mindful. It’s about community, sharing ideas and resources. ‘Instead of’ will be a year-round program highlighted online through social media, this website, events and eventual podcast (coming soon).
Keisha Hannam, Co-founder of Camel Assembly getting her hair done by Aveda
The kick off event was hosted at the Gregory hotel, where guests could meet different green brands and learn about everything from composting, solar energy, to reversing your carbon footprint. Braid bar by Caravan Stylist Studio and Aveda, Nourison curated the carpets and gifting was provided by Hello Products, MPOWERD, Tribute, Dropps, Dope Naturally and Aveda. Guests enjoyed cocktails, Harmless Harvest, and Williamsburg Pizza, while designer, Ariana Ost was also on hand to chat with guests about chakras and how to be more mindful. More on our sponsors and activations below!
Designer, Ariana Ost offering guests chakra readings
The event also debuted out video series featuring various actors, brands and individuals sharing their ‘instead of’ hacks when it comes to being mindful to of the planet. Everything form using reusable straws, how to sustainably recycle packaging, Christmas trees and beyond!
Meet our contributors:
Alysia Reiner, actress, activist, producer and co-founder of Livari
Toni Trucks, actress on Seal Team on CBS
Annie Jackson, Co-Founder and COO of Credo Beauty
Nicole Rechelbacher, co-owner of Intelligent Nutrients
Mike Indursky, former President of Bliss and CMO of Burts Bees
Dr. Terry Zickerman, Founder of Love Sun Body
Mike Korchinsky, Founder of Wildlife Works
Tabitha St. Bernard-Jacobs, Co-founder of the zero waste clothing line Livari, and the Women’s March Organizer.
Rebecca Gregory, VP of education for Simply Organic Beauty
Nicholas Reichenbach, Founder and CEO of Flow water
John Salzinger, founder of MPOWERED
Jessica Schreiber, Founder of FABSCRAP
Sylwia Wisenberg, Founder of Dope Naturally and Bawdy Beauty
Ben Larkey, Founder BAL Associates
Antoinette Beenders, Global Creative Director of Aveda
Jonathan Propper, Founder of Dropps
Steven Phan, Founder Come Back Daily
Joy Reese, Vice President of Skinny & Co.
Nicholas Reichenbach Founder & CEO, Flow Water
Keshia Hannam, Co-founder of Camel Assembly
Lara Eurdolian, Founder Pretty Connected and co-founder of Share Your Beauty
Claudine DeSola, Founder Caravan Stylist Studio and co-founder of the sustainable, zero waste clothing line, Livari
Special thank you to Tribute for helping us create this video!
More about the brands included in our Earth Day launch that are making a difference:
