With a mission to “to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world,” eco-friendly beauty company Aveda is hoping to bring attention to the company mission with the help of a Guinness World Record.

The business, known as much for its eco-friendly initiatives as it is for chic cuts and sumptuously scented products, has devoted the month of April to raise funds to protect Earth and its inhabitants. During the past six years, Aveda has focused on clean water projects at home and around the world, and has directed $20 million of the funds raised to those efforts.

On Earth Day, April 22, the company is setting out to achieve a Guinness World Record for the most money raised for charity by giving haircuts over a 24-hour period. They are hoping to reach $5 million, which will be used to support clean water charities.

The so-called Cut-a-Thon 2013 is happening in salons across the Untied States, as well as Canada and the United Kingdom. Check the events page to see if your local salon is participating.

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