At the age of 14, Horst began a three-year apprenticeship in the beauty and salon industry. His intuitive talent, creativity and dangerous charisma catapulted him to the top of the swinging sixties hair competition circuit. A rock star life followed, leading him to the U.S. where fate landed him in the Midwest. By 1965, he started his own salons and a product line called Horst.
In 1978, Horst founded Aveda Corporation, a global plant-based cosmetic company, and ushered a new consciousness into the world of beauty. Nearly two decades later, he sold Aveda to Estee Lauder. He shifted focus to Intelligent Nutrients, a health and beauty company that lives to the highest standards of 100% food-based, safe, non-toxic and organic ingredients.
“Everything we put in and on our bodies must be nutritious and safe.” -Horst Rechelbacher
We believe it’s time to put health back into the health and beauty business. We want to wake up and shake up Big Beauty while we provide safe, sumptuous beauty products that actually work. What can you do? Demand healthy products.