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A look into Intelligent
Nutrients' History



novemeber 11th 1941 - february 15th 2014

A World Famous Hairdresser

a world famous

As a salon owner and world-famous hairdresser, horst was the first to see the ill health effects beauty products had on stylists.

With no safe alternatives, he introduced the concepts of plant-based products, aromatherapy and environmental impact into the world of beauty.

  1. Born November 11 in Klagenfurt, Austria, across the street from a salon, where he first was intrigued by the industry. He began a salon apprenticeship at age 14.
  2. His intuitive talent and charisma catapulted him to become a world famous stylist by the age of 20. He Started Horst & Friends salons in Minneapolis.
  3. Became a global traveler & activist in search of holistic beauty solutions.
  4. Founded Aveda Corporation in Minneapolis after an inspirational trip to India; consequently revolutionized the natural beauty market.
  5. Published his first book "Rejuvenation: A Wellness Guide for Women and Men". Endorsed the Valdez/Ceres principles of environmental sustainability, making Aveda the first company to sign on.

science is our greatest teacher

In his continued study of plant-based medicine, he collaboratedwith noted physicians, chemists and pharmacologists, as well aswith experts and traditional healers throughout the world.

  1. Along with his life partner Kiran Stordalen, attended the Earth Summit, regarding climate change, biological diversity, intellectual property rights for indigenous peoples, cultural appropriateness, and environmental destruction.
  2. Created Intelligent Nutrients a multi-tiered direct sales line of nutraceutical supplements.
  3. Named one of the most influential environmentalists in the U.S. by Vanity Fair magazine, and again in 2005.
  4. Sold Aveda to Estee Lauder, maintaining active leadership role in the company through 2003 and maintained Intelligent Nutrients ownership.
  5. Published "Aveda Rituals: A Daily Guide to Natural Health and Beauty". Produced the experimental film called "Hidden Medicine About Indigenous Peoples and the Environment".


HORST RECHELBACHER’S mission of CREATING next-level certified organic, sustainable, inside-and-out beauty LEAD TO THE CREATION OF INTELLIGENT NUTRIENTS - the first USDA certified organic hair care line.

changing the world of beauty

Horst broke new ground in the beauty industry because he believed in making
responsible products that encompass enlightenment and performance.

  1. Founded the Horst M. Rechelbacher Foundation.
  2. Awarded a Lifetime Achievement Award by the NAHA (North American Hairdressers Association). Opened organic café with complete line up of USDA organic foods, juices, nutraceuticals and supplements.
  3. Received the Rachel Carson Award for a Lifetime Commitment to Environmental Ethics & Integrity.
  4. Honored by the Spa & Salon Professional Association as an Industry Innovator & Legend for lifetime contribution to the cosmetology industry.
  5. Cultivated and introduced the first USDA certified organic hair care line via Intelligent Nutrients, the culmination of a lifelong passion for clean, green, safe & organic ingredients that are good for you and for the earth.
Transparency and Honesty
give everything you have to offer transparently and honestly with the best excellence you can in this moment. that’s the magic of being successful.
Be You
  1. Published "Minding Your Business: Profits that Restore the Planet". Inducted into the Minnesota Business Hall of Fame, acknowledging his contributions and recognizing him as one of the states' most accomplished business leaders of all time.
  2. Introduced USDA certified organic Skin Care range via Intelligent Nutrients. Awarded by the President of Austria the "Decoration of Honor in Gold Services to the Republic of Austria," an award given to exemplary Austrian business leaders.
  3. Launched Intelligent Nutrients to Hong Kong, Singapore, UK, Benelux and Canada.
  4. Opened Intelligent Nutrients Flagship retail store at the Mall of America.
  5. Honored by the International Spa Association (ISPA) with the ISPA Visionary Leader Award.
A legacy

A Legacy

As a student of nature, Horst used the sunny acreage, which is the current location of the hmr foundation, as a testing ground to study and investigate plant species before they even were used in our formulas. 

Horst spent much of his time, and his last days through early 2014, developing 100’s of formulas to offer a complete way of living with products for hair, skin, body and home - paving the way for our future.

Being in love, practicing in love, all of the above and beyond - is the practice that will bring us together. The focus is being and sharing everything.
  1. February 15, passed away from complications of pancreatic cancer at the age of 72 at his home in Osceola, Wisconsin.
  2. Kiran Stordalen and Horst Rechelbacher Pediatric Pain, Palliative and Integrative Medicine Clinic opened at Children’s Hospital and Clinicals of Minnesota; integrating traditional and holistic treatments for pediatric pain.
  3. Honored by Beauty Changes Lives with the Legacy Award. "Honoring Horst, is a privilege for the Foundation. In doing so we also honor the thousands of industry members who were touched by Horst, by his life’s work and his talent".
  4. The Horst M. Rechelbacher Foundation introduced two Beauty Changes Lives scholarships honoring Horst’s legacy of consciousness, care and compassion for beauty professionals, guests and the planet.
  5. Horst’s legacy continues. Intelligent Nutrients is led by his life partner, Kiran Stordalen, and daughter, Nicole Thomas-Rechelbacher, who were instrumental in helping Horst accomplish his dream since day one.

In Memorial of Horst M. Rechelbacher

November 11th 1941 - February 15th 2014

Horst featured in Vanity Fair


He's an environmentalist, but that term alone doesn't relate his vision for business.

There's presently no certification for cosmetics, so for beauty products to be labeled organic, they must meet food standards. You can drink Intelligent Nutrients' hair spray: “Add a little sparkling water,” he says, “and it tastes like grappa. The alcohol is made from organic grapes.”

The answer lies in finding solutions that meet society's standards. “We must change,” Rechelbacher says, “but there wasn't a path to that change. When I sold Aveda, I became an activist, but what are you going to say to people if you don't practice what you teach? Activism without exemplifying is not as strong or meaningful. That's why I became a farmer. That's why I started Intelligent Nutrients”

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