BEAUTY experts and environmentalists in Singapore, rejoice. Because Aveda - the eco-friendly beauty brand - is back again. And for good this time.

Though the brand was in Singapore for a short time in 1997, Luxe Professional - a company under Luxasia, the leading distributor of cosmetics and perfumes in Asia - has big plans for Aveda this time. It is bringing in a full range of Aveda products to Singapore and Malaysia.

Aveda has been launched at Kelture at the Paragon, and at Shunji Matsuo in Holland Village. More salons will begin carrying its products today.

"We believe that it is really the right time," said Mr Eugene Goh, general manager of Luxe Professional.

"If you had asked me three years ago if Singapore was ready for a brand with such a concept, the answer would probably have been no.

"But things have changed (thanks to) the tremendous efforts of the Government and environmental activists," he added.

The botanical beauty and wellness company was founded by renowned Austrian hairstylist Horst Recherbacher in 1978 and Aveda (pronounced a-vay-da) is actually a Sanskrit word for "all knowledge". But the word has now become a globally established name that represents the innovation of professional haircare, skincare, makeup, "pure-fume", and lifestyle products.

Infused into each product are aromas made from 100 per cent organic-certified pure essential oils - which have become the hallmark of the brand's products.

Aveda is the first beauty company in the world to receive Cradle to Cradle (C2C) certification from the Environmental Protection and Encouragement Agency (EPEA) in the United States.

Which means that its ingredients are extracted from natural materials.

The certification follows three years of rigorous independent assessment by the EPEA to ensure that each ingredient meets ecological and health criteria. C2C materials must also be either continually reusable or biodegradable and renewable, and must be safe for users and the environment. Their production and use must also offer social and economic benefits for its producers.

Worldwide bestsellers, which will be available here, are the Smooth Infusion haircare products ($42 to $128) and the Green Science anti-ageing range ($69 to $169).

Aveda's skincare range will be available at lifestyle salons Kelture, Shunji Matsuo and Urban for the time being.

Its seven Chakras, aromatic therapy body mists, are also available for $55 per 100ml and will be available at all the lifestyle salons.

Ms Michelle Cheng, 31, a project manager who used to spend over $200 at Aveda stores overseas, said: "I used to buy Aveda's products from Hong Kong and the US because they were not available here. But now that Aveda is in Singapore, I don't have to buy them and then lug them back anymore."

She added: "As some of their products are in glass bottles, they are very heavy to carry in a suitcase."

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