Rest in Peace our beloved Horst

People around the world are mourning the loss of a Minnesota visionary.

On Saturday afternoon (Feb. 15th,2014), Horst Rechelbacher, the founder of Aveda, died in his home in Western Wisconsin. He had pancreatic cancer.

As the founder of both Aveda Corporation and Intelligent Nutrients, he was amongst the first to seek fair-trade sourcing, non-toxic ingredients, organic certification, plant-based aromatherapy, and food-grade formulations in health and beauty products.

In recent years, he became an organic farmer at his estate in Osceola, Wis. Believing “plants are the greatest chemists,” the farm let him study, test and develop new methods for plant-based products.  



“Clone ourselves through teaching others.”