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By John Allan

The availability of men’s grooming products is expanding on such a regular basis that soon the beauty department will be a much more unisex environment. The fact that many beauty and grooming companies are making male focused editions to their product portfolios is nothing new, ever since the dawn of the “new man” and men’s moisturiser in the 1980s. To maintain that revolutionary advance, companies need to have a much better spin on their ideas to appeal to a now, more confident, male consumer.

Aveda, the gender-neutral beauty and grooming company with its established and integral ethical awareness has recently introduced a comprehensive hair-care line exclusively for men, which arrives right when carbon footprinting is one of the biggest talking points.

Since it was founded in 1978, Aveda has been one of the most ethically and ecologically considerate beauty and grooming companies, and ‘Pure-Formance’, the new men’s range carries on in that same vein. “We know environmentally responsible men represent a significant segment of the market,” says Dominique Conseil, president of Aveda.

As well as this most worthy credit for the product, Aveda has also invested much into tailoring these new products to specifically beneficial to men. Men’s scalps are thicker than women’s and on average produce twice as much oil, making men more prone to dryness, irritation and sensitivity. The ‘Pure-Formance’ range harnesses the natural and botanical ethos of Aveda to consider and combat factors like these and promote a healthy scalp.

As well as respecting the ethical nature and natural science behind the brand, the products have been developed to meet the needs of several different styling options, whether you need a firm hold or something more fluid and flexible. The range has all the essentials such as shampoo, conditioner, grooming clay, grooming cream and pomade and like all Aveda products, is assured to be a feast for your olfactory senses.

Prices for ‘Pure-Formance’ start at £12.50 for 300ml of Shampoo and can be purchased from any Aveda outlet or stockist, or online at .

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