Aveda Goes Organic with Cosmetics

"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."

Read the article