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Horst M. Rechelbacher (1941 – February 15, 2014) was an Austrian American businessman who was the founder of the cosmetics company Aveda Corporation and Intelligent Nutrients.

His interest in developing products without toxic chemicals launched the market for natural cosmetics in the United States.^[1]

Early life and career

Rechelbacher was born in Klagenfurt, Austria to an herbalist and shoe maker/designer, and was the youngest of three brothers.

His family apartment overlooked a small salon across the street in central Klagenfurt. During his childhood, Rechelbacher had many opportunities to observe the daily activities of the salon which inspired him to choose a vocation or continue with a formal education in salon profession.

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At age fourteen, he embarked on a three-year apprenticeship in the beauty and salon industry. During his apprenticeship, he was a three-time winner of the Austrian Junior Championships. At seventeen, he moved to Italy and