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Horst M. Rechelbacher, founder of Aveda, a plant-based line of salon products, which he sold to Estee Lauder, is an active environmentalist, innovative business leader, author, artist, yoga practitioner and the founder and chief executive of the Minneapolis, Minnesota-based company, ‘Intelligent Nutrients’.

He was born in Austria, and at age fourteen Horst began a three-year apprenticeship in the beauty and salon industry by doing cleaning work at the beauty salon across the street from his home. At seventeen, he went to work in a fashionable salon in Italy. He won numerous European hairstyling competitions and eventually came to the USA, making Minneapolis, Minnesota his home.

Aveda was created by Horst in 1978 after several trips to India. Further study earned him two doctorates in ayurvedic medicine, which means “all knowledge” or “knowledge of nature” in Sanskrit. He has collaborated with noted physicians and chemists as well as experts and traditional healers throughout the world -especially in India and Asia - and with tribes in the Brazilian Rainforest. One of the three original founders of BSR, (Business for Social Responsibility), Horst supports his belief that businesses have not only the responsibility, but the opportunity, to provide sustainability to all living species.

He is now building his new business, ‘Intelligent Nutrients’, which exclusively utilizes certified organic 100% food-based sources for both topical and ingestible products for health and beauty. Horst’s products are being primarily distributed through Regis Corp. and its 1,200+ salons across the United States.

”We want to contribute to greening the planet. And to avoid using petrochemical chemistry, which is not sustainable. I obviously feel we can do this through education.”

- Horst Rechelbacher (1941- )

”I am a disciple of herbs and plants. I am very interested in my lifetime that I do everything possible to help preserve endangered species of plants which have been used in traditional medicines around the world. You know, last year our world lost 35,000 species of plants. And the reason why is because we are cutting virgin forests around the world. Biologists guess that approximately 95 percent of species that live within the biological system of a virgin forest die when you clear-cut.”

- Horst Rechelbacher (1941- )



”To me, the human body and the planetary body are totally symbiotic. We’re made from the same elements. We are made from soil—bone, tissue, is soil. We’re made from water—we are 75 percent water, so the world’s matrix is our matrix. We are also solar-powered—we need light. And we’re respiratory, we are air. So we are the same elements, many of which are—surprise!—becoming endangered.”


- Horst Rechelbacher (1941- )

Horst Rechelbacher Commentary

I really admire Horst Rechelbacher. He currently lives a life and has built businesses consistent with his values of creating environmentally friendly enterprises and products that nourish our health with organic ingredients. He lives on a solar and wind powered farm, and if he hasn’t already done so, plans to purchase an electric car.

Many of us Minnesotans feel allegiance to being good stewards of planet earth and are in the process of organizing our lives in ways that better reflect our commitment to reversing our toxic imprint on the  environment and replacing it with actions that build health in both our environment and in our individual bodies, by eating less meat and more organically grown foods, purchasing and using natural health products from responsible companies, and conserving energy, while exploring ways to supply more of our energy from the sun and the wind.

Horst Rechelbacher’s enterprises and life exemplify these values, which have grown out of his study of yoga, Ayurveda, herbal healing and earth-friendly business practices.

 

”How can I project the future?  I just try to live in the now. If I stay true to the now, the future will take care of itself.”

- Horst Rechelbacher (1941- )

“Before we can know ourselves and improve our health and our daily lives, we must adopt the habit of steady personal observation.”

- Horst Rechelbacher (1941- )

“I am an entrepreneur. I don’t do well working for others. I just don’t know how to be submissive. I don’t believe in that. I believe rather in expressing yourself.”

- Horst Rechelbacher (1941- )

Most of us are afraid that our personalities will crumble if we have to give up our interpretations of reality. Our truth is limited to our experience and is not the ultimate truth. Let go of the individual truth and allow the greater truth to be revealed.”

- Horst Rechelbacher (1941- )

“A person who understands and is experienced in the art of relationships is cautious about entering into them. He or she takes time to explore the other person’s habits, ideals, and behavior and filter or assess that information before entering into a close relationship and becoming committed.”

- Horst Rechelbacher (1941- )

”My success in business is only a result of my determination, of my will to make it happen.”

- Horst Rechelbacher (1941- )

“The mind subconsciously stores all sensory information—smells, tastes, images, physical sensations, sounds, and thoughts. When we are relaxed, we have access to it. When we are hyperactive, we're replacing one thought with another. Relaxation doesn't occur, and this is when the body goes into a toxic state.”

- Horst Rechelbacher (1941- )

“It’s important to let go, calm down, and get grounded. We need to listen to ourselves. When one becomes aware that our present-moment thoughts are not productive, one should simply let them go. Change a negative thought to a positive one.”

- Horst Rechelbacher (1941- )

Rejuvenation

“Close your eyes and you will see clearly. Be still and you will hear the truth.”

- Horst Rechelbacher (1941- )

“Serve selflessly, seeing our customers as ourselves.”
“Apprentice ourselves with dedication to great teachers and to life itself.”

- Horst Rechelbacher (1941- )

“Ask ourselves: How can we serve, nurture and sustain the planet and its people in our business ventures?”

- Horst Rechelbacher (1941- )

“Give thanks in our prayers for our successes – past, present and future.”

- Horst Rechelbacher (1941- )

“I am an entrepreneur. I don’t do well working for others. I just don’t know how to be submissive. I don’t believe in that. I believe rather in expressing yourself.”

- Horst Rechelbacher (1941- )

”Working for a company you once owned is the worst thing you can do. Because we all have our own ideas of change and change is important to companies. I felt I had to reinvent myself.”

- Horst Rechelbacher (1941- )

”Albert Einstein once said, ‘We cannot solve our problems with the same thinking we used when we created them'.  We need a different mindset in this country and this world.  We need a new generation of leaders, a new generation of chemists and investors and so on.  It is going to happen.  I am sure of it. But the human race is always taking contrary points of view, so it will take some time.”

- Horst Rechelbacher (1941- )

“Clone ourselves through teaching others.”

- Horst Rechelbacher (1941- )

“Reinvent ourselves daily.”

- Horst Rechelbacher (1941- )

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When Anita Sharpe asked Horst Rechelbacher in a recent interview in Motto magazine, “What were the smartest things you did when building Aveda? Rechelbacher answered:

“No. 1 was staying true to the mission and hiring environmentalists who didn’t report to anyone but the environment. We hung posters up in the factory that said things like, “reuse, recycle.” This led to a truly clarified action plan; we followed through in sales and marketing and all of our operations – we put in a day care center and put solar ‘panels’ on the roof. Second, we held weekly steering committee meetings where leaders reported on the progress they were making. The environmentalists could cancel projects if they were not environmentally sound. And third, you always need to go outside and get a second opinion on how you are doing. Once you get on top of the mountain, you get used to the view. You don’t see your own mountain.”

- Horst Rechelbacher (1941- )

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