Keeping the Environment Beautiful

Amy Humfleet, Vice President, Product Development & Innovation at Aveda, has been an inspirational contributor to the beauty industry for 15+ years and has been an integral member of the Aveda team for six years. Aveda is a sensational company that manufactures skin care, cosmetics, perfume and hair care products. Aveda actively connects beauty with the environment and wellness.

2 Questions with Amy

Do you have specific rituals for re-setting your team to be creative?

We always start with pre-work. We start with questions, connections and align them with the problem we are approaching. Ideation starts with a grounding session and our mission comes before everything we do. We always do a wellness exercise and start the creative flow that way. We complete a review of challenges by group leader and follow a stringent process from the creative problem institute. From there, we push to find unique approaches, crazy ideas and bring that down and modify it into finished solutions.

Looking towards the future, how is Aveda going to be a leader in innovation?

We have pioneers in the botanical range in hair care and skin care for every bit of the ecosystem of the body. We need to continue to pioneer and it makes us unique. We can deliver high performance with highly natural products. It is about the environment and improving the world and nature's apothecary. Aveda brings the best of the world to the rest of the world.