Limited-Edition Aveda Packaging is Made from Ocean Bound Plastic

Robert Repta

April is Earth Month and Aveda, the vegan, high-performing hair care brand with a mission to care for the world, is proud to support its nonprofit charity partner, charity: water as it seeks to provide clean water to people in need. $10 from the sale of each limited-edition Botanical Repair™ Strengthening Leave-In Treatment will go toward funding clean water projects with charity: water[1]. Botanical Repair™ Strengthening Leave-In Treatment is 99% naturally derived[2], vegan, Leaping Bunny Approved, silicone-free and paraben-free.

The limited-edition Earth Month campaign product tube is made from 100% ocean bound plastic, upholding the brand’s commitment to avoid or reduce the use of virgin plastic wherever possible.

Art directed by Aveda’s in-house packaging design team, they partnered with German illustrator Lisa Tegtmeier to bring Aveda’s mission to life with a bold, colorful design. Lisa has worked with clients such as Nike, Google, Glamour, Refinery 29, The NY Times, and now Aveda. Robert Repta, Associate Director of Packaging Design, began with the concept and loose sketch to help gain internal approval. He and Panteha Razavi, Director of Packaging and Branding, then worked with Lisa to further develop the concept via sketch, and then vectorized for final artwork.

“The concept my colleague Panteha and I wanted to convey is the cyclical gift of giving — Not only providing clean water, but the joy and hope that it brings to communities,” says Robert. “You give, and in turn new life and possibilities are born.”

In accordance with Aveda’s founding mission to care for the world we live in, the brand has pioneered new benchmarks of environmental responsibility in beauty for decades, with priorities in the following six areas: safe beauty; sourcing responsibility; packaging responsibility; Leaping Bunny Approved, vegan formulas; responsible manufacturing; and helping to protect and provide clean water to people in need in Aveda’s sourcing communities and communities around the globe. In January 2023, Aveda Corporation announced its milestone of achieving B Corp Certification, meeting high verified standards of social and environmental performance, transparency, and accountability.

[1] Maximum donation of $600,000 USD to charity: water. Dates of promotion: March 26, 2023-September 30, 2023, while supplies

[2] According to the ISO 16128 standard, from plant sources, non-petroleum mineral sources and/or water.


Robert Repta

Associate Director of Packaging Design: Robert Repta
Director of Branding and Packaging: Panteha Razavi
VP Global Creative: Mark Fina
Illustrator: Lisa Teigtmeir