Joseph & Friends celebrates and shares the AVEDA’s mission “… to care for the world we live in … “we strive to set an example for environmental leadership and responsibility not just in the world of beauty but around the world”.  Our CEO, Joseph Golshani is a firm believer in the holistic thinking, backbone of AVEDA’s Horst Rechelbacher’s philosophy, which states that individual beauty is directly linked to the beauty or the world around us.