Aveda’s Partnership With An Amazonian Tribe
The company boasts of its ingredients provided by the Yawanawa, but in reality, the tribe hasn't been very successful.
Make-up company Aveda (whose parent company is Estee Lauder) have a long-running business relationship with the Yawanawa Indians of Brazil. But the Wall Street Journal has found that this 18-year partnership with the tribe hasn’t been very successful.
Aveda pays the Amazonian tribe to grow urukum, a red fruit that is used as coloring in their Uruku range of lipsticks, eye shadows and facial bronzers. Aveda uses this for marketing to promote its line, claiming it is helping to create a sustainable and prosperous future. However, the WSJ claim that the Yawanawa provided none of the fruit from 2008-10 and only 64kg this year. Also, the urukum isn’t all that exotic, in fact it’s a rather inexpensive food coloring that is grown internationally for a variety of products. Although the partnership with Aveda has given the tribe access to services such as health care and education, it has failed in its aim to make them self-sufficient.