ESTETICA Magazine USA (5/2018)

The Aveda Congress 2018 theme, “Know What We’re Made Of,” put the brand’s founding principles –using
high-performing, naturally-derived ingredients and distinctive aromas, abiding by a cruelty-free, no animal
testing policy, and following an environmental mission – front and center, whether through presentations by
Global General Manager Barbara De Laere (pictured below) or the artistic expression of the Global Aveda
Team’s “Worldhood” performance (opening image). The event featured artists from around the world like Masa
Honda (Japan), Aamir Naveed (UK), Allen Ruiz (US) and many more, in a true celebration of talent and artistry.
The event included on-stage
performances, workshops with
Aveda Global Artistic Directors and
Educators, and an evening performance
“The Art and Science of Pure Flower
and Plant Essences” created and
presented by Aveda Global Creative
Director Antoinette Beenders (below).
Aveda Congress 2018 welcomed 4,500 beauty professionals from all around the world who had the
opportunity to attend 27 awe-inspiring presentations on the Minnesota Convention Center main stage and
20 educational classes featuring the most acclaimed Aveda educators.
Nobel Peace Prize recipient
and founder of Bachpan
Bachao Andolan (lit. Save
Childhood Movement), Kailash
Satyarthi made a very special
appearance at Aveda Congress.
Kailash thanked the brand
for supporting his fight for
children's rights in his native
India and around the world.
events
25