The organic cosmetic movement is gaining momentum in the US, but it is hardly a new concept for Horst Rechelbacher. The Austrian born entrepreneur started out in the 60’s with a string of salons in Minneapolis and moved on to start the world renowned cosmetic and salon product company, Aveda, in 1978. Aveda is known for having a social and environmental conscience in all its processes and products, a standard set in the industry by Horst himself. His new USDA certified organic line of cosmetics, called Intelligent Nutrients (or IN), may be his best work yet.
After selling Aveda to Estee Lauder in 1997, Rechelbacher has been busy; he became an activist and an organic farmer. Horst speaks out about the toxins in the cosmetic industry and how the truth has been hidden for decades. He also grows some of the ingredients for his Intelligent Nutrients products on his own 600 acre organic farm in Osceola Wisconsin, which operates entirely on wind, solar and geothermal energy.
Rechelbacher has won numerous awards for his ethics and integrity as a business man and environmentalist. A recent recipient of a doctorate in Ayurveda from Haridwar University, in India. And Executive Producer on Hidden Medicine played at the 1999 Sundance Film Festival. Author of three books: Rejuvenation, Aveda Rituals and Alivelihood. He is one of the founding members of the Organic Center for Education, Research and Promotion, and also one of the three original founders of Business for Social Responsibility.
He has achieved all these things while perfecting his vision to make beauty healthy. Horst Rechelbacher is evolving an industry that he loves, for the people and the planet that he loves, thanks to his innovation and dedication to one principle: health is beautiful.
Sources: intelligentnutrients.net, vanityfair.com; aveda.com
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