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April 1, 2015


Green-washing. Don’t be fooled.


Why we don’t use the word “natural.”

Petroleum often shows up in beauty products as mineral oil, petrolatum or plasticizers.

Yes, as in plastic – and it’s technically “natural.” After all, petroleum comes from the earth. 

Heavy metals, silicone, GMOs, animal ingredients… are all technically “natural.” And often found in “natural” products. 

Yet none of them are good for you. Or the rest of the world. 

A few drops equals “organic.”

That’s all the organic ingredients a company needs to add to an otherwise synthetic formula to put “organic” on the label.

Even safety testing is voluntary. 

But you deserve to know exactly what goes into the products you buy–and what didn’t. To make it easy and unbiased, look for these third-party seals:


That’s why we certify.



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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