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We love this gorgeous planet
and every living thing on it.

IN is a love that transcends generations. Our founding family led by patriarch, and the father of safe cosmetics, Horst Rechelbacher, ushered in the era of disruption: Building Aveda from the ground up creating the natural products revolution and the beauty category well before green was anything but a color.  

With our lives steeped in living green conscious beauty, as leaders for a sustainable future, we continue to push the envelope of what can be done. The planet is part of our equation. It affects us all including the animals and plants that have no say. But you do. We do.

We’re here to make a difference daily, one conscious choice at a time. We seek out the latest in innovative, non-toxic plant-based science to outperform petroleum-based synthetics.

We're Leaping Bunny, green-e certified, gluten free and vegan. Reduce, reuse, recycle (in that order) is a daily mantra.We take sustainable and natural next level, making chic, wildly effective products without undue harm to the planet. Certified organic, safe, and transparent. We hold our products to the highest standards, because we know it is possible.  

IN is an expression of love and we believe that love, sex, nature and beauty are the best medicines on earth. We’re here to help you apply them as liberally as possible.

We're lovers of life, truth, beauty and joy, and we are fighters for your health and this planet. We believe being your most beautiful self can help the world. Together we can make a change. Are you IN?

Nicole & Kiran Signature


horst family

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