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You are here: Home arrow Blog arrow Aveda founder readies organic cosmetics line
Aveda founder readies organic cosmetics line PDF Print E-mail

From bizjournals--Horst Rechelbacher, a self-described "eco-preneur," wants to reinvent the beauty business.

Rechelbacher, the founder and creative mind behind Aveda Corp. and, more recently, Minneapolis-based Intelligent Nutrients, is putting the finishing touches on a line of more than 100 cosmetics products, all certified organic by the U.S. Department of Agriculture. The line, which should hit the market in late spring or early summer, will start with hair-care products, lip balm and fragrances, then grow to include body and skin care, baby, maternity and pet products.

The products, whose ingredients are organic and are made at certified-organic facilities, will be sold at new Intelligent Nutrients stores and national retailers such as Regis Salons and Whole Foods.

"I'm breaking the rules," Rechelbacher said. "No cosmetics company has been entirely organic-certified."

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3.20 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."

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