Horst Rechelbacher founded Aveda in 1978 with a love for the simple beauty of nature and a passion and commitment to caring for the world we live in. Horst, a hairstylist by trade came to live and work in Minneapolis, Minnesota after starting a career as a celebrity stylist and salon owner. After a trip to India, where he studied Ayurveda, Horst began to create the products that would become some of Aveda’s most beloved classics. Horst believed natural herbs and essential oils could affect your mind, body, and spirit and connect you to the earth, and he founded Aveda with the goal of creating beauty products inspired by the healing elements found in flowers and nature. Throughout his life, Horst spread a message of love and caring, both for others and for the world around us. He encouraged many to take notice of their environmental and social impact, and to make a difference when you could. Since its founding, and partially in thanks to Horst’s tireless activism, Aveda has grown to a global empire with the same dedication to beauty from nature and sustainability.


Aveda is a cruelty-free brand. They do not test on animals and never ask others to do so on their behalf. Their products are “people-tested.”

Being a cruelty-free brand is an important part of their mission to care for the world we live in and for those we live with, and has been since our founding in 1978.

They strive to set an example for leadership and responsibility of caring, not just in the world of beauty, but around the world.  Their commitment to caring for animals and wildlife reaches far and wide. In fact, they live and breathe it.



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