Deep in the Brazilian Amazon, the Yawanawa People paint their faces and bodies with a vivid red pigment (annatto) derived from the seeds of the urukum shrub (Bixa orellana). Aveda collaborates with the Yawanawa—our partners since 1993—to organically grow urukum, bringing you natural color for face, eyes and lips. Our partnership also helps foster economic independence for the Yawanawa, and helps sustain a healthy rainforest ecosystem.
OUR TREK TO THE AMAZON
For inspiration in creating our Uruku collection and makeup looks, Aveda global makeup artist Rudy Miles traveled by plane and canoe to the Amazon to visit the Yawanawa. There he took part in their traditional face- and body-painting rituals. When Rudy saw the Yawanawa take the same red pigment that goes into our makeup and apply it to the skin in tribal shapes with bamboo sticks, he was moved. "It was like experiencing for the first time what it looks and feels like to truly create something," Rudy says. The results of this creative process go into every detail, including the redesign of our packaging, which features the arrow, snake and fish symbols applied in the painting rituals.
Our collection brings you the Amazon in every formula and shade. And gives you room to play and create your own look, with the same freedom of expression the Yawanawa practice.
To share in the Yawanawa story, partner with us to help carry out our mission of environmental and social responsibility. Discover how indigenous art and culture inspire modern beauty—explore Uruku.
EXPLORE YAWANAWA ART
Uruku packaging is designed with symbols the Yawanawa paint on each other to reflect their spirit. Their vivid pigment—annatto—is in our Uruku makeup and the glaze on the surface of our cartons.
The diamond is inspired by the anaconda snake, believed to be a teacher of wisdom and healing.
The arrow is a symbol of courage and strength
The fish represents the sustenance of life
We partnered with the Yawanawa to choose the best symbols for our packaging, compensating them for their ideas and design work. We hope to bring their indigenous art and culture to a new audience.
"The symbols reflect our spirit and that of the rainforest, which is sacred to our people. They also remind us of the importance of caring for the earth.h"—Tashka Yawanawa, chief of Yawanawa People
