Intelligent Nutrients Certified Organic Health and Beauty (Home)

Our Founder

Our Founder

Horst M. Rechelbacher


Education Bio“The Earth does not belong to me, I belong to it. I am borrowing it from the children.” – Horst Rechelbacher.

A global pioneer in plant-based personal care and aromatherapy, Horst M. Rechelbacher was an active environmentalist who changed the world of beauty. He excelled in several lifetime pursuits and passions: innovative businessman, artist, provocateur, organic farmer, artist, author and speaker. As the founder of both Aveda Corporation and Intelligent Nutrients, he was amongst the first within the health and beauty industry to seek fair-trade sourcing, non-toxic ingredients, organic certification, plant-based aromatherapy, and food-grade formulations in products.

At the age of 14, Horst began a three-year apprenticeship in the beauty and salon industry. His intuitive talent, creativity and dangerous charisma catapulted him to the top of the swinging sixties hair competition circuit. A rock star life followed, leading him to the U.S. where fate landed him in the Midwest. By 1965, he started his own salons and a product line called Horst.

In 1978, Horst founded Aveda Corporation, a global plant-based cosmetic company, and ushered a new consciousness into the world of beauty. Nearly two decades later, he sold Aveda to Estee Lauder for $300 million. The sale of Aveda allowed Horst to focus on and develop Intelligent Nutrients, the next step in his lifelong effort to combine science, beauty, health and the environment. With Intelligent Nutrients Horst achieved his dream of creating pure organic products from head to toe with a minimal environmental footprint. In his words “With Aveda I learnt my art, but with Intelligent Nutrients I perfected it.”

Horst was a very spiritual man and put his whole self into everything he created. A keen environmentalist, scholar and of course, cosmetician, Horst’s mission was to educate people on what they were putting in and on their body. If you wouldn’t put it in your mouth, don’t put it on your skin! A simple philosophy, but it works. Horst Rechelbacher founded Intelligent Nutrients to push the notion of safe, certified organic past the conventions. The goal was not only to create wildly selective products that were healthy and safe, it was also to wake-up the industry and help consumers, using products as the media.

Horst was a strong advocate against “greenwashing”, the term given to misleading marketing claims and labelling and sought to bring transparency and truth to the beauty and cosmetic industry. He was also the founder and chairman of the Horst M. Rechelbacher Foundation, a philanthropic organisation dedicated to social and environmental preservation projects.

Under Horst’s ethos Intelligent Nutrients continues to practice true, scientific technology to create products that are truly sustainable, effective and a pleasure to use. Chemistry, energy, toxicity, nutritional value, medical integration – these considerations go into every product made. As consumers, we must cultivate and support a certified organic lifestyle and seek better alternatives. Intelligent Nutrients has developed to become dependent on wind and solar energy and is now exploring greenhouse growing as well as the use of geothermal energy alternatives.

Sadly, Horst passed away in February 2014, before he died he wrote these last words to the planet… and us.

“Dear Planet,

I want to start with an apology. I’m sorry for what we humans have done to you. In the 20th Century companies promised us ‘better living through chemistry’ It turned the beauty industries into synthetic and petrochemical industries.

Soon they took over everything. The truth about these ingredients was ignored or outright hidden. We’re still addicted.

In my opinion, there’s only one way to save our bodies, our society and you! Companies and conglomerates must tell the truth about what’s in their products “Natural” or not. So we can choose what goes on our bodies, into our skin and eventually into you!

No more cancer-causing, autism-causing, parkinson’s-causing, allergy-causing, infertility-causing, depression-causing ingredients.

No more pesticides, fungicides, herbicides. They’re designed to kill and they do.

I invented Intelligent Nutrients to help reinvent the beauty industry. I want to tell the world buy certified organic whenever possible. It will heal everyone and everything. Even you! Each of us can start today.

Yours in service for a green, healthy and non-violent planet.

Horst Rechelbacher”