why aveda . . . ?

AVEDA was founded in 1978 by Horst Rechelbacher on the priciples of Ayruveda and its natural order. Since then AVEDA's mission has been to create products that transform nature's bio-energy into personal health and vitality . . .

At NUOVO we whole-heartedly agree with the priciples and encourage daily health and beauty rituals and practices that reclaim our life energy, uplifing our consciousness and encouraging inner peace . . . and simultaneously awakeing us to our environment with greater purpose and clarity . . .

In the nineties to complement their array of hair, skin, body and home-environment products, AVEDA invented hair color made with the energy of plants. These innovative formulas leave one's hair essentially damage-free . . . and are infused with conditioning plant oils for shinier, healthy-looking color. In permanent and deposit-only shades the naturally-based browns, blondes and reds are laced with pure plant aromas that soothe the senses . . .