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May 4, 2015


The New Age: IN Artist Takeover at MOA

It’s no secret the beauty industry has long been focused on anti-aging. Photoshopping renders people ageless and procedures can render them characterless or expressionless.

But still, despite the barrage of anti-age surrounding women from birth to beyond, women report feeling their most beautiful in their 30s and 40s. People in their 70s say they are the happiest.

Time changes us, that’s a fact. But does it have to make us worse? Better yet, can we love ourselves and still want to fight a wrinkle?

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

Welcome to the New Age

As part of this new conversation, AND with the release of our two new well-aging products – Revitalizing Moisture Creme and Detoxifying Glycolic Gel – we wanted to invite an artist into our Mall of America store to present a fresh expression of age through art.

For this project, Minneapolis artist Emily Donovan created a work titled “Continuum,” in which she explores age and time through the complex layers and materials used in her abstract paintings. Our favorite part of her work? She makes her own non-toxic, completely natural dyes, each coming from a different plant, tree or vegetable. We couldn’t think of a better project to help us launch our new plant-based, well-aging products.

Stay tuned for an awesome Q+A with our IN Takeover artist Emily Donovan. She explains how she sources her natural dyes (with pics of the process!) and her inspiration for this project. For now, enjoy the pictures of her fantastic work and stop by our MOA store to check the paintings out in person.



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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