Aveda-distributed by Planet Hair-was founded in 1978, thanks to Horst M. Rechelbacher and two renowned Ayurvedic doctors and scholars, Drs. Vinod and Kusum Upadhyay. Appreciated worldwide for their expertise in Ayurvedic medicine, pharmacology, botanical and aroma therapy research, they have put thousands of years of Vedic and Ayurvedic tradition at the service of Horst and Aveda. Their assistance was invaluable in first identifying the active ingredients of plants for use in Aveda's natural products, enabled them to pioneer "functional aromas," and helped them launch innovative and effective naturally derived formulas. Ayurveda, an Indian therapeutic tradition that is based on the knowledge of life and the interconnectedness of all things, ensures greater balance and well-being, so Aveda evaluates the effects of products not only on hair or skin, but also on body, mind and soul. Aveda uses only environmentally friendly ingredients and is committed to making increasing use of naturally derived ingredients, composed of more than 50 percent plant molecules, petroleum-free minerals, or any other natural source, such as water. It is also a cruelty-free brand, all products are not tested on animals, and alternative methods are promoted every day to end all animal testing in the cosmetics industry.