“If it’s not love, stop doing it. Don’t change for anybody.” –Horst Rechelbacher, Aveda Founder

The legacy of horst rechelbacher extends far beyond the creation of Aveda. a pioneer of holistic beauty, and a champion of environmental responsibility, horst’s purpose and passion have taken on a momentum of their own as part of a greater global movement toward balance and harmony, both individual and collective.

Born in Austria in 1941 to an herbalist mother and a shoemaker father, Horst began working in the salon across the street at the age of 14. “I was not a good student at all but I was very eager to be something different,” he said. Horst was a natural talent, and by 17 he was working as a stylist at a prestigious salon in Rome, tending to such film stars as Sophia Loren. By the young age of 20 he had won the European Hairstyling Championship, which he used as a springboard to tour Europe and the United States. “What is a calling? It’s like almost a fire inside me and it keeps me alive,” he said.