About Aveda

Aveda Corporation founder, Horst M. Rechelbacher, has defined the face of beauty worldwide. For nearly four decades, he has been a major, motivating force in the beauty industry. A world-renowned hair stylist, artist, entrepreneur and educator, he is a master of innovation who has perfected cutting-edge techniques, trends, products and treatments utilizing pure flower and plant ingredients.

Aveda Mission

Our mission at Aveda is to care for the world we live in, from the products that 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 Rechelbacher, founder


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