About Aveda
Horst Rechelbacher, founded Aveda in 1978. He is an active environmentalist, a pioneering business leader, artist and author. The son of an Austrian herbalist and naturalist, Horst commenced his training in the field of beauty at just 14 years of age. Since then, he has focused on analysing the chemical formation of plants while pioneering the practical use of flowers, plant-based flavor aroma therapy, functional foods and nutraceuticals for the benefit of personal health and well-being. In his continuing effort to study plant-based medicine, he has worked with renowned physicians, chemists as well as experts and traditional healers throughout the world - notably in India and Asia - and with native tribes in the Brazilian Rainforest and North America. Nut-seed pigment from Brazil, cinnamon from Madagascar, ripe berry anti-oxidants.