Intelligent Nutrients

As a salon owner and world-famous hairdresser, Horst Rechelbacher was on the front lines of seeing the ill health effects conventional beauty products had on stylists. With no safe alternatives, he made his own, launching the Aveda brand and introducing the concepts of plant-based products, aromatherapy and environmental impact into the world of beauty. Horst left Aveda to pursue the mission of next-level certified organic, sustainable, inside-and-out beauty. In 2008, Intelligent Nutrients revealed the first USDA certified organic hair care line, breaking new ground to revolutionize the beauty industry again.