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March 12, 2015




Thank you for your interest in collaborating with Intelligent Nutrients on this exciting new project.

Our flagship store, located on the bustling first-floor South Avenue at the Mall of America, is looking to collaborate with a visual artist for a several months long window installation.

The objective is to create a captivating, one-of-a-kind storefront installation that conceptualizes a new conversation on aging; one that catches the eye, challenges the norms and reframes the thinking.

Here’s what we think:

The beauty industry has long been focused on anti-aging.

Photoshopping renders people ageless.

Procedures can render them characterless or expressionless.

Time changes us, but does it have to make us worse?

Women report feeling their most beautiful in their 30s and 40s.

People in their 70s are the happiest.

Can we love ourselves and still want to fight a wrinkle?

As a company, we hope to start a fresh dialogue on the more complex reality of how women view their own beauty, aspirations, self-concept and vanity over time.

What is well aging vs. anti-aging?

Submit your idea:

We want you to submit your concept in any form–whether it’s a paragraph or a mood board–detailing how you would design a captivating storefront installation on aging for the Intelligent Nutrients brand.

Along with your concept, please include a link to your portfolio, resume, and a few sentences about yourself.

We’d be happy to meet with you in-person at our office in Minneapolis to talk about the project before you submit your idea.

Submit all materials to by April 10, 2015.

If your project is selected, you will work with our team to make your storefront idea come to life for a projected debut in the first weeks of May. You will also be awarded $500 to complete the project and exposure through IN networks.

If you have any questions, feel free to send an email to Katie at

Good luck!




Five Questions for Nicole Rechelbacher, IN Co-Owner

We caught up with our fearless leader & daughter of Horst Rechelbacher, founder of Intelligent Nutrients and Aveda.

Q: How was your childhood different from others?
A: How wasn’t it? My friends thought my dad looked like John Lennon. He was flying all over the world, cooking clove shampoo in our sink, inviting Tibetan monks and Native elders over, and telling us to eat organic instead of OREOS. We didn’t have a picket fence, we had a mandala.

Q: How did growing with an entrepreneur change your worldview?
A: Creativity was a way of life for us—but so was hustle. I was cutting hair in high school. I was schlepping to shows and assisting him onstage. I was doing makeup backstage at hair shows and photo shoots. All while my friends were working jobs as lifeguards or retail.

Dad was never impressed by who people said they were. He was impressed by what you did. And that instilled a big work ethic in me.

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