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Mission & Heritage

Watch our Aveda Mission video
OUR MISSION AT AVEDA IS TO CARE FOR THE WORLD WE LIVE IN,
FROM THE PRODUCTS WE MAKE TO THE WAYS IN WHICH
WE GIVE BACK TO SOCIETY. AT AVEDA, WE STRIVE TO SET
AN EXAMPLE FOR ENVIRONMENTAL LEADERSHIP AND RESPONSIBILITY,
NOT JUST IN THE WORLD OF BEAUTY, BUT AROUND THE WORLD.

 

HORST RECHELBACHER, FOUNDER
 

WATCH OUR MISSION VIDEO

our founder

The legacy of Horst Rechelbacher extends far beyond the creation of Aveda. a pioneer of holistic beauty, and a champion of environmental responsibility, Horst’s purpose and passion have taken on a momentum of their own as part of a greater global movement toward balance and harmony, both individual and collective.

 

Born in Austria in 1941 to an herbalist mother and a shoemaker father, Horst began working in the salon across the street at the age of 14. “I was not a good student at all but I was very eager to be something different,” he said. Horst was a natural talent, and by 17 he was working as a stylist at a prestigious salon in Rome, tending to international celebrities. By the young age of 20 he had won the European Hairstyling Championship, which he used as a springboard to tour Europe and the United States. “What is a calling? It’s like almost a fire inside me and it keeps me alive,” he said.

 

a lifelong student with a lasting vision

A world-class stylist in his teens, Horst ended up in Minneapolis, Minnesota by accident. Literally. During a stylist competition in 1963, Horst’s car was hit by a drunk driver. He decided to settle in Minneapolis, as a European hairdresser, and opened his own salon, Horst & Friends and then several others, becoming a successful salon entrepreneur in his twenties. In the late sixties, Horst suffered burn out from overwork and recovered thanks to herbal remedies prepared by his mother, as well as to the practice of yoga and meditation. Following a retreat in India in 1970, Horst integrated Ayurveda in his lifestyle and his salon business model. He adopted a holistic thinking, the belief that individual beauty is directly linked to the beauty of the world around us. His were ideas that would revolutionize the beauty industry. “We are the earth,” he said. “We are soil. We are water. We are everything. So go organic if you can. So become a farmer. Grow in your own house. Grow peppermint and make your own tea. Celebrate life.”

a life of extraordinary leadership

1978 — Horst founds Aveda with the mission of creating holistic beauty through wellness; Aveda is “knowledge of the whole”
1982 — The first Aveda Institute opens its doors in Minneapolis; Aveda Institutes are schools for aspiring professionals in the beauty industry
1987 — Horst publishes “Rejuvenation: A Wellness Guide for Women and Men”
1989 — Horst endorses the Valdez/Ceres principles of environmental sustainability, making Aveda the first company to sign on
1997 — Aveda is acquired by The Estée Lauder Companies and grows to become a global success story with a presence in more than 40 countries and 9,000 salons and spas
1999 — Horst publishes “Aveda Rituals: A Daily Guide to Natural Health and Beauty”
2004 — The beauty industry awards Horst a Lifetime Achievement Award
2005 and 1995 — Vanity Fair magazine names Horst one of the most influential environmentalists in the U.S.
2007— Horst receives the Rachel Carson Award for a Lifetime Commitment to Environmental Ethics & Integrity
2013 — The International Spa Association (ISPA) honors Horst with the ISPA Visionary Leader Award
2007—The Spa & Salon Professional Association honors Horst as an Industry Innovator & Legend for lifetime contribution to the cosmetology industry
2009 — The President of Austria awards Horst the “Decoration of Honour in Gold Services to the Republic of Austria,” an award given to exemplary Austrian business leaders

 

ayurvedic roots

5,000 years of results our earliest roots lie in ayurveda, the indian healing tradition based on the knowledge of life and the interconnectedness of all things. it has proven, over 5,000 years, that treating the whole person leads to greater balance and well-being, so we consider the effects of our products not only on hair or skin, but on body, mind and emotion.