Our founder Horst Rechelbacher was called the “father of safe cosmetics.” He started and built AVEDA from the ground up, introducing the idea of natural and safe to the entire industry well before green was anything but a color. When Horst decided to take personal care beyond “natural” and into effective and certified organic, Intelligent Nutrients was born.
And our co-owner & co-president team was right there with him. Kiran was instrumental at both Aveda and IN as creative director and Horst’s partner. Nicole literally grew up in the business as Horst’s daughter, hanging out in the salons and mixing oils with her dad.
IN has always been a labor of love. Love for the planet, the industry, the unique power and pleasures that beauty can bring. Love for how beauty makes us stronger and even brings us together. We’re continuing to fight for the very best products on earth — and for it. Our vision was ahead of the technology, but with perseverance, technology is catching up.
Since day one, we have been committed to making the very best certified organic and certifiably incredible products on Earth. On anybody. Non-toxic, biocompatible products that often outperform synthetic competitors.
We are lovers of life, truth, beauty and joy. And fighters for your health and this planet.
Nobody’s perfect. We are all just doing the best we can until we can do better.