Horst Rechelbacher: Game Changer in Cosmetics, 1941 - 2014

Source: Pexels

This post is dedicated to Horst Rechelbacher, founder of Aveda and a game changer in the cosmetics world advocating for beauty products that are healthier for people and the planet. Horst also founded Intelligent Nutrients, a line of impeccable body care products so organic and clean you could eat them. Horst passed away peacefully at his home in Osceola, WI, on Feb. 15, 2014, at the age of 72. I met Horst in 2007 when I served as Director of The Organic Center, a nonprofit organization dedicated to advancing scientific research and education about the benefits of organic food and farming. Horst was a major benefactor of the Center, and in working together at The Organic Center and subsequently as advocates of GMO labeling, we became friends. In visiting with him and his wife Kiran on numerous occasions in Minneapolis, Wisconsin and elsewhere, I learned more of his business philosophy, his commitment to health and the environment, his approach to product formulations, marketing, style and art, his great love for people and the planet, and his kindness and generosity. He enriched the world as much as he was enriched by what he did for it, and us. Though I only met him later in life, he left a great influence, and his friendship is a gift I will treasure.

In April 2012, we had the great honor of featuring Horst as the keynote speaker of At the Epicenter, a quarterly entrepreneurship speaker series my company produces in partnership with Best Organics Inc., a leading brand promotions and organic gift basket provider based in Boulder. In this 14-minute video segment, conducted in a CEO-armchair style interview with Seleyn DeYarus, CEO of Best Organics, Horst shares his story and his approach to business and life.

Born in Klagenfurt, Austria, Rechelbacher learned about the plant world from his mother, an herbalist. That knowledge became the centerpiece of his career and a passion that grew through the decades. An award winning hair stylist by the age of 14, Horst emigrated to the US in the 1960s, settled in Minneapolis and founded Aveda after formulating shampoos in his kitchen for clients who wanted more natural, earth friendly products. Horst was also a prolific artist, photographer and art collector, and he supported a number of causes related to health, clean cosmetics and the environment. Horst sold Aveda to Estee Lauder for $300 million in 1997, after building it into an international brand. With Intelligent Nutrients, he kept pushing the boundaries of organically produced beauty care.

“He saw himself as an environmentalist, and increasingly more so over time,” Horst's wife, Kiran, told the Minneapolis Star Tribune. “He saw the plight of the planet and the ongoing damage we’re incurring. He felt that very intensely, and saw that the way he could contribute to improving that was thinking about choices people were making from the consumer point of view — their purchasing power.”

Horst was one of the early pioneers in beauty care who knew that it's not just what you put in your body, but also what you put on your body that counts, and that should be non-toxic, healthful products that were produced in an eco-responsible manner. He left a great legacy for the cosmetics industry, and health-conscious and environmentally aware consumers worldwide. Horst Rechelbacher will be greatly missed.

Read Horst's book, Minding Your Business, first published in 2008.

Horst Rechelbacher Advocates for Clean, Organic Cosmetics

Source: Wikimedia Commons

Horst Rechelbacher, entrepreneur, environmentalist, organic farmer, author, artist, and founder of Aveda and Intelligent Nutrients, was featured at “An Evening at the Epicenter” in Boulder on April 23, 2012. An Evening at the Epicenter with Horst Rechelbacher was produced by Best Organics Inc. and Compass Natural LLC in partnership with the University of Colorado Deming Center for Entrepreneurship at the Leeds School of Business.

Boulder, CO (May 4, 2012) – Iconic natural and organic beauty care and cosmetics pioneer Horst Rechelbacher may be best known for founding the Aveda Corporation, and for growing the plant-based health and beauty business to a $100 million-a-year powerhouse, selling products through 25,000 stores, salons, and spas before selling the company to Estee Lauder in 1997. However, he continues to push the boundaries of beauty, art, business and social and environmental activism. Among other endeavors, Horst established the Intelligent Nutrients personal care product line, made entirely from food-based ingredients, with nearly all of its products certified organic, reflecting an ongoing mission to “change the cosmetics industry for the better.”

Horst discussed his life work and advocacy at the University of Colorado Wolf Law Building (map) on Tuesday, April 23, 2012, as part of “An Evening at the Epicenter,” a series of interactive talks featuring nationally known business and thought leaders in natural, organic and sustainable products and the $300-billion LOHAS – or “Lifestyles of Health and Sustainability” market. “An Evening at the Epicenter” is produced by Compass Natural LLC and Best Organics Inc., privately held, Boulder-based businesses dedicated to promoting local, socially responsible and green businesses. Horst’s talk was produced in partnership with the University of Colorado Deming Center for Entrepreneurship at the Leeds School of Business.

Dedicating a Lifetime to Organic Beauty and Business A pioneer in plant-based personal care and aromatherapy, Horst Rechelbacher is an active entrepreneur and environmentalist who changed the world of beauty and cosmetics. He has authored four books: Minding Your Business: Profits that Restore the Planet; Rejuvenation: A Wellness Guide for Men and Women; Aveda Rituals: A Daily Guide to Natural Health and Beauty; and A Livelihood: The Art of Sustainable Success. He also was executive producer of Hidden Medicine, an independent film that premiered at the 1999 Sundance Film Festival.

Born in Austria, Horst first learned herbalism from his mother, and he garnered recognition as a world-class hair stylist while still a teenager. Before moving to the U.S., he received numerous styling awards, including the International Grand Prix of France, Germany, Austria and Brussels, as well as the prestigious European Golden Comb Award of the former Yugoslavia.

A sought-after speaker and collaborator, he counts TEDIndia among his many speaking engagements. Horst resides in Wisconsin and New York City, with offices in Minneapolis. His Wisconsin organic farm is solar, wind and geothermal powered, where he grows botanical ingredients for Intelligent Nutrients products. His latest interest is plant-based stem cell research for anti-aging. Horst serves on the Board of the Henry Ford Hospital in Detroit, and he also is a supporter of the Complementary and Integrative Medicine program at the Mayo Clinic.

About An Evening at the Epicenter An Evening at the Epicenter is a series of interactive talks for entrepreneurs and business and community leaders in the $300-billion market for natural, organic, sustainable and socially responsible products and services. An Evening at the Epicenter is produced by Best Organics Inc., a leading organic gift and brand promotions company; and Compass Natural LLC, a leader in LOHAS communications, public relations, strategic marketing and business development.

Launched in 2010, An Evening at the Epicenter has featured Bill McKibben, Founder of 350.org; John Elstrott, Chair of Whole Foods Market; local economies expert and author Michael Shuman; Fox Health News correspondent Chris Kilham, and others. An Evening at the Epicenter is well attended by business, community, academic and student leader from the Boulder/Denver region. Sponsors include Whole Foods Market, Sterling Rice Group, Mychelle Dermaceuticals, Earth Balance, Glutino Foods, Transition Colorado, Pax World Investments, St. Claire's Organics, Organic Vintners, Eco-Products Inc., Boulder Valley Media Alliance, Boulder Ice Cream.

About Best Organics Inc. Best Organics Inc., a majority woman-owned company, is a leading provider of premium, hand-packed, organic and eco-friendly gift basket collections featuring gourmet products from local, regional and U.S.-based producers and leading brands. Its gift collections are presented in beautifully illustrated, reusable gift boxes, and are available online at www.AmericasBestOrganics.com, and for corporate gifting. The company's Boulder's Best Organics and Colorado’s Best Organics gift box collections, feature organic products from Boulder and the Rocky Mountain region, and its America’s Best Organics gift baskets feature artisan producers from throughout the U.S. Best Organics Inc. is a member of the Organic Trade Association, Colorado Proud, and Naturally Boulder, and is a Green America-approved business. Contact gifts@bestorganics.com or call 303.499.ORGANIC (6742).

About Compass Natural Marketing Compass Natural Marketing, established by organic and LOHAS industry veteran Steven Hoffman and based in Boulder, CO, brings more than 25 years of experience in natural and organic products sales, marketing, public relations, communications, research, event planning, special project assignments and strategic industry guidance to businesses involved in the $290 billion market for natural, organic, sustainable, and socially responsible products. Visit www.compassnatural.com, contact info@compassnaturalmarketing.com or call 303.807.1042.

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