All-You-Can-Eat Hairspray from Aveda?

"Years ago, Saturday Night Live ran a fake ad for a product called Shimmer that was both a floor wax and a dessert topping. Now Horst Rechelbacher, the man who founded and sold the Aveda brand, is introducing a hairspray that you can eat.

To underscore the point at a New York event promoting the line, called Intelligent Nutrients, Rechelbacher made a toast and then took a swig out of a drink mixed with one of his newly formulated hairsprays.

The line isn't meant to be consumed that way, per se, but Rechelbacher was trying to make a point. In a health and beauty market where product ingredients are dominated by petrochemicals and synthetics, IN is positioning itself as a "reinvention of beauty with the creation of 100% safe and nontoxic plant-based ingredients."

IN president Melissa Christenson said the line stands apart from other would-be green cosmetics: "Greenwashing has become an epidemic. Our commitment is not only to tell the truth, but to educate consumers and the industry alike about organics, as well as the risks associated with many harmful ingredients commonly used in beauty products. We have raised the bar to ensure safety, industry organic certification, and authenticity."

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