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A pioneer in plant-based personal care and aromatherapy, Horst M. Rechelbacher (1941 â€“ 2014) was an active environmentalist who changed the world of beauty. Heâ€™s excelled in several lifetimes of pursuits and passions: innovative businessman, artist, provocateur, organic farmer, artist, author and speaker. In 1978, Horst founded Aveda Corporation, a global plant-based cosmetic company, and ushered a new consciousness into the world of beauty. Nearly two decades later, he sold Aveda to Estee Lauder. He shifted focus to Intelligent Nutrients, a health and beauty company that lives to the highest standards of 100% food-based, safe, non-toxic and organic ingredients. Horst authored four books,Â Minding Your Business,Â Rejuvenation,Â Aveda RitualsÂ andÂ Alivelihood. He was an executive producer onÂ Hidden Medicine, an independent film that premiered at the 1999 Sundance Film Festival.