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Brand spotlight: Aveda

Photo credt: Glamazon Photos

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.’

‘Instead of’ Movement Earth Day Launch

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:

New Skincare from Kiehl’s, L’Occitane, Kate Somerville and more!


This has been an exciting month for skincare launches. A lot of cult favorites from Kiehl’s L’Occitane, and Kate Somerville have just launched sister products while Algenist is starting off the year with a set of their best-sellers! Here’s what we’re buzzing about:



Aveda recently launched their Love Composition Oil as a tribute to Horst Rechelbacher, founder of Aveda, who passed away a few years ago. I had the pleasure of meeting him several times and his commitment to creating the most natural and efficacious products and his holistic approach to life always inspired me. The Love Composition contains certified organic* aromatic composition oil for the whole shebang: body, bath, hair AND scalp. The oil helps restore and seal in moisture to leave skin soft, and supple. And offers a sensual blend of Australian sandalwood, jasmine,  vetiver and frankincense.

You can add a few drops to your bath, shower or on damp skin to seal in moisture or massage on to dry skin or hair. I like to put in on my wrists and breathe it in to relax. As a philanthropic bonus, Aveda donates $4 of every purchase to the National Audubon Society for projects that fight climate change.

Kate Somerville

Kate Somerville Exfolikate Intensive Treatment and DermalQuench Liquid Lift are two staples in my bathroom (both are amazing!) that I’m so excited that they have expanded both lines!


Kate Somerville Exfolikate Cleanser – Get ready to glow this new face wash. Based on the best-selling Exfolikate, this foaming cleanser has a smooth, creamy formula (don’t expect any scrubbers like the original) that takes off unwanted oil, makeup and surface impurities. And delivers one-two punch of radiance with the duo of AHA’s – Glycolic and Lacic Acids – as well as a blend of pineapple, pumpkin and papaya enzymes to purify without over-drying skin. It smells amazing, and carries the scent of pumpkin mixed with either the sweet pineapple or papaya (or both).

Kate Somerville DermalQuench Liquid Lift + Retinol – When the original launched and we were able to take home Kate’s most sought-after Clinic treatment home, I was elated. The original adds a boost of oxygen to the skin (and so much more!) and what I call the most unnecessary necessary product. It’s my absolute go to after flights or when my skin needs a boost. I use it so sparingly since I never want it to run out. Now Kate Somerville has upped the ante by launching a DermalQuench with Retinol! The advanced pro-strength formula and advanced resurfacing treatment aggressively combats skin roughness, pore size, discoloration and fine lines while improving firmness and moisturization in skin. Oxygen + Retinol! Color me excited. Don’t forget to shake the bottle before applying.

Best Color Treated Shampoo & Conditioners


Even as a natural blonde, bi-monthly coloring is a must for my ashy roots. After my regular visits to the Serge Normant at John Frieda Salon in Chelsea, is top of mind. When you spend the money and time on color treatments, maintaining that long-lasting vibrancy is a priority. With over thirteen years of color care product testing under my belt, I can recommend these products with confidence!

Real Simple Hosts Beauty & Balance Event

Real Simple Beauty Balance EventOn Friday, Real Simple magazine hosted their annual Beauty & Balance event at the Andaz hotel in NYC. It was the perfect de-stress day after a long red-eye home from LA (and my gearing up to be on another plane tomorrow). I took my first Pure Barre class — I know I’m late to the party on this trend — but I totally get the hype! I engaged muscles in my abs that have probably been asleep for the past decade and it’s an incredible class for anyone looking to tone and build strength (and flexibility) throughout their whole body. When I’m back from my whirlwind travels, I’m going back.

9 Beauty Products that Got Me Through The Week

illuminage pillow case

ILuminage Skin Rejuvenating Pillowcase ($60) – I’ve always heard silk sheets are better for your skin since they are less abrasive then cotton and after getting this pillowcase I don’t think I can ever go back. And it takes anti-aging while you sleep to a whole new level. Embedded with Copper Oxide, it acts like a night moisturizer on your skin, releasing copper ions into the skin’s surface which get released into skin to support it’s natural self-renewal mechanism and help reduce the appearance of fine lines and wrinkles. Plus since it’s a pillowcase it’s easily portable for anywhere you travel.

Aveda Launches Stress Fix Body Creme

20140324-095805.jpg One of my biggest resolutions for 2014 was to cut down on my stress level and that’s one goal I feel like I’ve made some serious progress on. Aveda recently hosted a  Stress-Fix Wellness Workshop, where we did

Aveda Celebrate’s Earth Month with Global Cut-A-Thon

20140324-095948.jpg Today we kick off Earth Month (and mark your calendar April 22nd is Earth Day). Since 1999, Aveda has been celebrating Earth Month, and taking strides to save our planet. In this time

Country Meets Urban backstage at Tibi Fall/Winter 2014 Collection with Aveda, Bobbi Brown and JINsoon

Backstage at Tibi the beauty look mimicked the country girl meets urbanite inspired collection. Aveda Global Creative Director Antoinette Beenders did a center part straight hair look with an inch section inverted braid that goes through the center to the crown (below is the how to get the look).

NYFW: Kimberly Ovitz Fall 2013 hair by Antoinette Beenders for Aveda

Kimberly Orvits

Backstage with Antoinette Beeders for Aveda at the Kimberly Ovitz Fall/Winter ’13 show she creates a killer asymmetrical corseted ponytails with milliner string.  (This you can get a roll of at a local craft store for super cheap, its a 1/8″ elastic string used sometimes for corseting.)   “This look captures the mood of Kimberly’s collection which explores the hyman psyche and innate defenses foun in animals and insects,” says Benenders.  “I wanted to create a look that complemented the cloths – lik a shield of armor or an armadillo’s shell.  The texture is smooth, and finish is shiny, but there is a veil of protection.  Think of a 1920’s wave in a futuristic interpretation, just touched with danger.”


The two most essential products used are Aveda Phomollient Styling Foam for shine and hold, and then Aveda Control Force Firm Hold Hair Spray to secure the style in place.  Beeders also mentioned that when working with thin hair she first styles with teh Aveda Pure.

Hereis the step by step on how to create the look: