The Secrets of Aveda Shampure

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Celebrating 35
years of shampure™

Iconic since 1989.

Chances are if someone tells you you “smell like Aveda,” they’re probably referring to one aroma: shampure™.

Since 1989, our signature blend of 25 pure plant and flower essences has been a key part of Aveda’s DNA. It’s instantly recognizable and totally unforgettable, with a calming aroma that soothes your senses and creates an environment of peace, tranquility, and serenity. Basically, it’s a trip to the Aveda spa in a bottle.

But what’s the story behind shampure™? How did this unique aroma become such a classic? Here’s what to know about our most instantly recognizable aroma.

Behind the aroma

Though there are 25 notes in the shampure™ aroma, the standouts are lavender, petitgrain (an essential oil derived from bitter orange tree leaves), and ylang ylang, with lavender and ylang ylang doing most of the heavy lifting. Both lavender and ylang ylang are known to provide a calming effect, and petitgrain gives shampure™ its soft greenness.

The shampure™ product line

The first shampure™ product was the original shampoo, which is now known as shampure™ nurturing shampoo. It’s a gentle shampoo that cleanses and nourishes without weighing hair down, making it perfect for everyday and all hair types. The hero ingredient in shampure™ nourishing shampoo is abyssinian oil, which mimics the performance of traditional silicones. And what’s better than sudsing up in your shower or bathtub with the luscious aroma of shampure™ floating all around you? Nothing!

You can also enjoy shampure™ from head to toe with our body care products, including body lotion, hand and body wash, and composition oil, which is ideal for hair, skin, and scalp.

When to use shampure™

Feeling stressed, frazzled, overwhelmed, or in need of a quiet, calm oasis? Shampure™ can help you reconnect with your soul and spirit. Find a quiet moment to really experience the many facets of this herbal floral aroma; breathe in deeply, hold for a few seconds, and exhale. Then repeat until you feel calm and grounded. How many notes can you name from the 25 pure plant and flower essences, and which ones resonate with you? The beauty of shampure™ is that you can revisit it in a week, a month, or even 35 years and you’ll always find something new to love.

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