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Aveda

This article was originally published in The Rose Sheet

Executive Summary

Reformulating hair care products with Morikue protein, which "attaches to damaged areas of the hair to help condition and rebuild it," according to the company. The protein, extracted from Brazil nut meal, will replace non-plant-based Quat H-K protein in Aveda's Shampure, Confixor, Styling Curessence, Curessence and Firmata. The change to a plant-derived formula "strengthens Aveda's commitment to sustainable agriculture and environmental activism," the company said. "The acquisition of Brazil nut meal does not involve any harvesting of trees directly [because] the pods drop from the trees and are then harvested by the local peoples," Aveda stressed
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