As a child growing up in Austria, Horst was influenced by his mother, an herbalist. This influence would go on to change the world.
At 14, Horst, a self-proclaimed terrible student, became an apprenticed barber. His career quickly blossomed till he was teaching and competing all over Europe.
While on a trip to Minneapolis life circumstances forced Horst to indefinitely extend his trip. This is a classic story of where what one person could view as a failure, Horst chose to transform it into a Cinderella story with Minneapolis as his castle. In 1965 he opened Horst & Friends in Minneapolis. It was here that Horst started experimenting by mixing organically grown food and plants. In 1978 Aveda was launched.
Please join us in reading our Aveda Mission Statement:
“Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.” -Horst M. Rechelbacher, Founder, Aveda
On February 15th, 2014 Horst went on to a place where we are confident he will be surrounded by all the flowers, herbs and beauty he could dream of. “The fragrance of flowers spreads only in the direction of the wind. But the goodness of a person spreads in all direction.”-Chanakya.
Thank you for changing lives all over the world through your innovation, generosity and sustainability. Rest in Peace, Horst.