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Global haircare brand Aveda has gone 100 percent vegan after ditching animal ingredients from its products.

The company, owned by Estée Lauder, will no longer use beeswax and beeswax-derived ingredients. Instead, it will begin using a synthetic wax derived from petroleum.

Aveda says the move – alongside naming model and climate activist Arizona Muse its first-ever Global Advocate for Sustainability – will help decrease its impact on the planet.

‘Socially responsible’

Aveda Global Brand President Barbara De Laere said: “Today marks a really exciting moment for our brand…

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