If you are looking for a hair treatment that you will immediately notice a difference, then you will love the Aveda botanical repair™ intensive strengthening masque: rich in the January Box. Not only will this plant-powered formulation make your hair stronger, softer, and healthier hair inside and out, but it will also strengthen and protect your hair from future damage.
Find out more about how this holistic sustainable brand got its start and how all hair types and textures can benefit from this naturally derived hair repair treatment.
Many of us have known about Aveda for years. How did the brand get its start?
The legacy of Horst Rechelbacher extends far beyond the creation of Aveda. A pioneer of holistic beauty and a champion of environmental responsibility, Horst’s purpose and passion have taken on a momentum of their own as part of a greater global movement toward balance and harmony, both individual and collective.
Born in Austria in 1941 to an herbalist mother and a shoemaker father, Horst began working in the salon across the street at the age of 14 and by 17 he was working as a stylist at a prestigious salon in Rome, tending to international celebrities. As a world-class stylist in his teens, Horst ended up in Minneapolis, as a European hairdresser, and opened his own salon.
In the late sixties, Horst suffered burnout from overwork and recovered thanks to herbal remedies prepared by his mother. Following a retreat in India in 1970, Horst integrated Ayurveda in his lifestyle and his salon business model. He adopted a holistic thinking, the belief that individual beauty is directly linked to the beauty of the world around us.
His were ideas that would revolutionize the beauty industry. “We are the earth,” he said. “We are soil. We are water. We are everything. So, go organic if you can. So, become a farmer. Grow in your own house. Grow peppermint and make your own tea. Celebrate life.”
In India, he also received the inspiration to create Aveda. Horst gained a greater appreciation for the power of wellness to promote balance in mind, body, and spirit, the prerequisite to achieving the guest’s beauty goals. He met Shiv Nath Tandon in the ashram Sadhana Mandir in Rishikesh, India with whom he developed his first Clove Shampoo in a kitchen sink in Minneapolis, together with doctors of Ayurveda, Vinod and Kusum Upadhyay. All have continued to work with Aveda since the early 1970s.
Out of this well-timed collaboration, Aveda was born in 1978 with the vision to bring beauty professionals botanical products that would be good for them, their guests, and the Earth and its communities. Horst’s foresight is a testament to how far ahead of his time he was, and although no longer with us his legacy lives on in countless ways, from the signature ritual of a neck and shoulder massage that Aveda salons are known for, to an ecologically-minded way of doing business, one that celebrates companies with a conscience.
Even the simplest, seemingly insignificant choices we make in our daily lives—what to eat, what to wear, what to use on our bodies and in our homes—have a ripple effect that reaches far beyond us personally.”
What is your brand’s mission?
OUR MISSION AT AVEDA IS TO CARE FOR THE WORLD WE LIVE IN, FROM THE PRODUCTS WE MAKE TO THE WAYS IN WHICH WE GIVE BACK TO SOCIETY. AT AVEDA, WE STRIVE TO SET AN EXAMPLE FOR ENVIRONMENTAL LEADERSHIP AND RESPONSIBILITY, NOT JUST IN THE WORLD OF BEAUTY, BUT AROUND THE WORLD.
What was the brand’s first product?
Aveda founder Horst Rechelbacher's first-ever product the Clove Shampoo, ideal for natural brunette and honey blonde tones. Made with organically grown clove to enhance warm tones, while the formula enriches brown hues and gently cleanses the hair and scalp.
Talk to us about the importance of a hair masque.
If your hair is damaged or weak, Aveda masques can help. botanical repair™ intensive strengthening masque: rich is powered by plants to build bonds for deep repair and leave hair feeling soft and smooth. 95% of women said their hair instantly felt repaired.
We formulated this sumptuous buttery creme with 2X the plant lipids, with added butters* for rich conditioning. 94% naturally derived, ** this masque is ideal for all textures of medium-to-thick-hair.
* when compared to the botanical repair™ intensive strengthening masque: light
** From plants, non-petroleum minerals, or water
How does the Aveda Botanical Repair™ Intensive Strengthening Masque help repair hair?
botanical repair™ is Aveda’s revolutionary new hair repair system, formulated to give all hair types and textures stronger and healthier-looking hair. It builds bonds in hair with plant-derived molecules, instead of synthetic ingredients.
The botanical repair™ collection repairs damage to all 3 key layers of hair fiber (F-layer to cortex) and includes bond-multiplying ingredients, which allows penetration to the hair cortex to create a network of bond-multiplying molecules that interlock with the hair’s structure for stronger hair from the inside out.
The bond-multiplying molecules interlock—like clasped hands with the hair’s innermost structure. This network of hydrogen bonds created by botanical repair™ instantly strengthens and fights damage, resulting in softer and shinier hair in just one use.
Aveda botanical repair™ intensive strengthening masque: rich product claims:
- 92% of women said their hair instantly looked healthier and less damaged
- 95% of women said their hair instantly felt repaired
- Instantly transforms hair leaving it visibly healthier, softer, smoother, and shinier after just 1 use
- Strengthens to help protect against future damage
- Repairs damage to all 3 key layers of hair fiber (F-layer to cortex)
- Instantly detangles to help prevent damage from breakage
- Leaves hair feeling soft and smooth with a luxurious slip
- Sumptuous buttery creme with 2X the plant lipids with added butter* for rich conditioning
- Formulated for all textures of medium to thick hair types
- 94% naturally derived**
- Safe for color-treated and chemically processed hair
Aveda products are Vegan & Cruelty-Free.
*when compared to the botanical repair™ intensive strengthening masque: light
**From plants, non-petroleum minerals or water
What are the key ingredients in this Strengthening Masque?
- Sacha inchi
- Green tea
- Avocado oil
- Sunflower oil
- Shea butter
- Coconut oil
- Mineral Oil
- Synthetic Fragrances
What are the benefits of these key ingredients?
- Plant-based complex of corn and coconut mimics the benefits of the hair’s outermost F-layer to help protect hair from humidity and water that can make hair more fragile.
- Corn-derived sugar molecule creates bonds in the cortex, strengthening and repairing hair from within.
- Nourishing macro green blend of certified organic avocado, green tea, and sacha inchi seed oils smooths the cuticle to detangle, helping prevent breakage.
- Organic coconut oil and shea butter help provide added conditioning and shine.
- Organic oleic sunflower oil helps provide added conditioning.
- Olive oil-derived squalene is part of a natural silicone.
How much of this treatment do you recommend using?
This will vary depending on your hair length, texture, and thickness. We'd recommend starting with a small amount and combing through damp hair with your fingers, starting at the ends and working your way up. Add a bit more if needed, keeping in mind that our products are very concentrated and a little goes a long way.
Is this masque for all hair types?
botanical repair™ is Aveda’s revolutionary new hair repair system, formulated to give all hair types and textures stronger and healthier-looking hair. It builds bonds in hair with plant-derived molecules, instead of synthetic ingredients. botanical repair™ intensive strengthening masque: light is formulated for fine to medium hair and botanical repair™ intensive strengthening masque: rich is ideal for all textures of medium-to-thick-hair.
How often do you recommend using?
botanical repair™ intensive strengthening masque: rich can be used as needed for your specific hair type. Generally recommended to use one a week or every third shampoo.
How soon will you see or feel a difference after using?
Using the botanical repair™ intensive strengthening masque: rich leaves hair visibly healthier, softer and shinier after just one use.
What can women expect after using?
Using the botanical repair™ intensive strengthening masque: rich leaves hair visibly healthier, softer and shinier.
After using the Aveda Botanical Repair Intensive Strengthening Masque, what is the next step?
It depends on your hair type, texture & needs. We recommend completing Aveda’s Hair and Scalp Quiz to find out what’s best for you. With 4 million possible combinations, our proprietary diagnostic tool combines powerful data and advanced logic to give you an accurate hair profile, complete with customized routines and products to discover your personalized hair care routine.
Take our Hair & Scalp quiz today.
What other products can you recommend as a complete hair care system?
To use the botanical repair™ intensive strengthening masque, first shampoo your hair with botanical repair™ strengthening Shampoo. Next, smooth the masque through your damp hair. Leave in for 2-5 minutes.
We like to take these few minutes to relax and listen to a short guided meditation. Then rinse the mask thoroughly from your hair.
What’s next for Aveda?
A pioneer in cruelty-free beauty and environmental responsibility, Aveda sets sustainability milestones that will help to further decrease its impact on the planet every year. This year, Aveda has announced the latest milestone in the brand’s sustainability journey: all of its 500+ products are now 100% vegan.
Aveda has been cruelty-free since the brand was founded in 1978 and was largely vegan with the exception of some products that contained honey, beeswax, and beeswax-derived ingredients. As of January 1, 2021, all Aveda products globally are now 100% vegan!
For each of our subscribers who will get the January Box will receive a travel size of the Botanical Repair™ Intensive Strengthening Masque: Rich. What is the one thing you want them to know?
This award-winning bond-building masque deep conditions without silicones, and leaves hair visibly healthier, softer and shinier after just one use.
USE OUR EXCLUSIVE DISCOUNT CODE COCOTIQUE FOR 20% OFF + FREE SHIPPING SITEWIDE AT AVEDA.COM – EXPIRES MARCH 31, 2021