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Natural beauty pioneer Horst Rechelbacher dies at 72

Horst Rechelbacher, founder of Aveda and Intelligent Nutrients, died Sunday at 72. A pioneer in the world of natural beauty, Rechelbacher leaves a legacy of innovation and passion for the industry.

Jessica Rubino

February 18, 2014

1 Min Read
Natural beauty pioneer Horst Rechelbacher dies at 72

For anyone interested in the natural beauty space, the first name “Horst” alone conjures up thoughts of a trailblazer whose passion and innovation made him a game changer for the beauty industry. The founder of Aveda beauty products died Sunday at 72, but he leaves a legacy of natural beauty innovation.

Austrian-born Horst Rechelbacher launched Aveda Corp in 1978, a hair care line known for its more sustainable practices and eye towards eco ingredients. After selling the company to Estee Lauder in 1997, Rechelbacher continued his quest to bring safe, high-performance alternatives to the flourishing natural beauty space, while educating entrepreneurs about the importance of sustainable business practices and labeling transparency.

In 2012, Rechelbacher told newhope360, “I’m 70 years old, and I’m a startup.” He was referring to Intelligent Nutrients, his line of health and beauty products that meets strict NOP organic standards and focuses on sourcing ingredients in a way that supports the earth, while pushing the envelope with stem-cell science to produce maximum-efficacy products.

Whether through his work at Aveda, his latest business endeavors with Intelligent Nutrients, or his efforts to educate and transform the beauty industry, Rechelbacher truly set a precedent in this industry by supporting sustainable business models that are based on passion and love.

“Only love sells, so designing a business that is based around nurturing is good business,” he told us in our 2012 interview. “The love and the potion. The two can have a wonderful relationship.”

Newhope360 had the opportunity to get Rechelbacher’s advice for intelligent business in 2012. Learn more. 


About the Author(s)

Jessica Rubino

Vice President, Content, New Hope Network

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