Water Talks x Aveda’s Director of Mission Partnerships and Engagement

Our friends at Aveda understand the power of every drop. Since 2018, they’ve raised over $5.7M to bring clean and safe water to more than 131,000 people across Nepal, Madagascar, India, and Ethiopia — and they’re not done yet! This April, in honor of Earth Month, Aveda is on a mission to create a clean water wave. We sat down with Melissa Chelminiak, Aveda’s Director of Mission Partnerships and Engagement to reminisce about some of the impactful work we’ve partnered on thus far and to chat about the inspiring projects happening around the globe this month to keep the mission going.

Tell us a little about yourself and what your role is at Aveda!

My name is Melissa Chelminiak, and I am the Director of Mission Partnerships and Engagement at Aveda. I have been with our beautiful brand since 2007, and I have the very special responsibility of building and developing relationships with our nonprofit partners around the world. This includes charity: water, whom we are incredibly honored to support as our global partner during Aveda’s annual Earth Month campaign.

Why water? Why charity: water?

One of the many ways we live our Aveda Mission is through our core social focus of providing and protecting clean water. Aveda focuses on clean water because every living being depends on it. It’s the foundation from which everything else grows – improved health, education, women’s empowerment and more. And yet today, 703 million people still lack access to this vital resource. We chose to partner with charity: water because they are deeply aligned with our Aveda Mission to care for the world we live in. They are experts in the many different types of clean water solutions that communities need, they are transparent, accountable, and best in class when it comes to sharing powerful stories of impact.

Aveda has been a charity: water partner since 2018, tell us some of your favorite moments!

We’ve had many special moments since our partnership began. The incredibly important and impactful work charity: water leads every day resonates deeply with our Aveda employees, salons, institutes, experience centers and our customers. The moment that stands out most is when we launched our partnership at our Aveda Congress event in October 2018 where we were honored to have Scott Harrison join us as a keynote speaker. After sharing his powerful story about how charity: water came to be, and the incredible impact charity: water has had to date, there wasn’t a dry eye in the room of 5,000 attendees. And as we knew he would, he moved them to action! We raised $30K during his segment which was a spectacular way to begin our partnership! Aveda’s support has been growing by the millions since.

Aveda has raised more than $5.7M and provided clean water for more than 131,000 people. What does that kind of positive impact feel like to you?

Helping change the lives of others in such a simple yet profound way brings feelings of immense joy, love, and connection. It’s the Aveda Mission in action! Our collective impact achieved to date inspires and motivates us to do even more. We look forward to continuing to bring clean water to as many people as possible through our partnership together.

What inspired you to work with Láolú Senbanjo on the Limited Edition Botanical Repair™ Strengthening Serum?

Láolú Senbanjo, human rights activist and artist, has always sought out to help others reveal their truth through artistry. He’s committed to celebrating all types of beauty and advocating for social and environmental causes which made him an ideal partner for Aveda. Láolú’s work truly embodies the spirit of Earth Month! In this exciting collaboration, Láolú’s Sacred Art of the Ori graces each bottle of Aveda’s Limited-Edition Botanical Repair™ Overnight Hair Serum, creating a fusion of art and impact in the realm of hair care. This vegan and 99% naturally derived Botanical Repair™ Strengthening Overnight Serum is a lightweight, quick-absorbing formula that creates an invisible veil on hair, preventing damage and friction during sleep. Powered by the Botanical Repair™ intensive hair repair technologies, the serum leaves hair stronger, deeply nourished, and visibly revived. Beginning April 1st, every purchase of the Limited-Edition Serum ($56) from Aveda stores, aveda.com, and participating Aveda salons and spas will result in a contribution of $20 to charity: water*.

*From March 24 – September 30, 2024 (or until supplies last), Aveda will donate $20 USD per Botanical Repair™ Strengthening Overnight Serum sold in all participating Aveda locations and online at aveda.com and Aveda websites in participating countries to ‘charity: water’ to help provide clean, safe drinking water to people in developing countries, up to $600,000 USD donation total. charity: water is a U.S. based charity incorporated and tax-exempt in the U.S. and operating globally.

We’re excited for Aveda’s Global Walk for Water – tell us more about it and how to get involved.

On Sunday, April 21st, Aveda encourages its employees and network to join the #AvedaWalksForWater initiative. Recognizing that, on average, people in developing countries walk 3.7 miles daily to access clean water, Aveda aims to engage participants in a 3.7-mile walk in solidarity, raising funds for charity: water and emphasizing the importance of universal access to clean water. We encourage everyone to connect with your local Aveda salon or Aveda Institute to get details about their Walk for Water location. Or plan your own walk for water and invite your family, neighbors, and friends. Check out charitywater.org/aveda to learn more.

We’re seeing #NoWashDay become a “thing”. What’s it all about?

In support of charity: water’s mission to bring clean and safe water to everyone on the planet, Aveda invites individuals to skip a hair wash on Earth Day (April 22) as part of the #NoWashDay campaign. By forgoing a hair wash, participants can save an average of 6 gallons of water each, contributing to the global effort to address the daily struggle of 703 million people without access to clean water. Starting on April 15th, influencers and creators will champion the cause by highlighting their no-wash styles, building support and momentum for a #NoWashDay on April 22nd. Utilizing #NoWashDay and #AvedaxCharityWater, will inspire followers to actively participate in the movement.

What’s next for Aveda?

Our Aveda Mission is at the heart of everything we do, and our partnership with charity: water plays a key role in how we care for the world we live in. We look forward to doubling our cumulative impact together in the years ahead, bringing clean water to hundreds of thousands more people in need. With our passionate and committed teams on both sides, I have absolutely no doubt that we will!

Just $20 provides clean water to an entire family for 250 days – who will you tell?

I am telling everyone in my life: family, friends, neighbors, my fellow yogis, members of my coop and more. One of the most effective conversation starters is asking them to think about how many times they turn on the tap in their home for fresh, clean water every day. Then imagine instead walking hours to reach a water source that is dirty and unsafe, and having to carry that heavy water all the way home. This simple visualization really helps bring awareness to the importance of the cause and leaves people wanting to help. Everyone deserves access to clean and safe water. Together, we can make it happen!